Organization Orientation Of Marketing Department In Garment Enterprises

Changes in the media environment make the organization need to entrust the market.

Greater power, the expression of this power, is that they can make their voice in the production link, not just the external communication of the organization.

Recently, the marketing director of a popular magazine complained to me online: as the head of the organization marketing department, her duty is to improve the visibility and reputation of the magazine in the target audience as much as possible.

However, she was a bit depressed. The content of the magazine was somewhat unsatisfactory. With such content, she was very upset and didn't know how to launch the brand promotion action.

Similar annoyance, actually for many marketers, long ago.

However, with the use of social media for more and more people, their sense of powerlessness is more intense.

This is because they need to face the suspicion, criticism and rebuke of consumers directly, but they are powerless to change anything. This is especially obvious for "crisis public relations".

One fact seems to be overlooked by many executives, that is, contemporary society is actually a media society. The way people get information is mostly dependent on the media. However, the media environment of contemporary society is totally different from that of the media more than ten years ago.

The most typical feature of this media environment is that the silent buyers who used to beat the consumer complaints hotline can now speak.

This feature is not unaware of many high-level organizations, but their reactions are somewhat conservative.

They still regard the marketing department as a communication department instead of putting the marketing department in the pulling position of the whole organization.

In traditional

In the framework, marketers are actually a follower's role, all the raw materials have been fixed, whether they are products, packaging, positioning, or price.

Then the boss said, "I give you so much money to go and do this promotion for me."

When the media environment has changed greatly in the most important part of the society, there is no change in the marketing department that deals with the media, which is the root of the increasingly weak brand promoters.

They can only collect voice on the market, and then feedback to the top of the organization, but after that, they have nothing to do with them.

The popularity of social media has made it possible for organizations and consumers to have dialogues, but in this dialogue, propaganda techniques, which are basically used in the past, have not much effect.

Consumers are very practical. They are directly interrogation about the quality of products or services.

Organizations and marketers have already understood that they need to devote themselves to social media, for example, there are already 2500 certified business accounts on Sina micro-blog.

But in most cases, these accounts are just the purpose of a voice box. What's better than the past is just a two-way voice box.

As the environment in the natural world forces the species to make fundamental evolution, the great changes in the media environment force.

Brand Company also needs to make corresponding changes, one of which is the change of organizational system level, not just the establishment of a two-way voice box.

The organization needs to give the market department more power. The main function of this kind of power is that they can produce their own voice in the production process, rather than just tinkering with the external communication affairs of the organization.

The director of marketing at the beginning of this article finally came to the bottom of his mind, with the support of his boss, leaving aside some ideas that the magazine editor might have, and sitting at the internal editorial meeting to give comments on revisions.

In the new phase, at least for her promoters, she told me, "the MKT department is ready."