Once Peter Drucker said marketing and innovation are the matrix forces of any business. Today I kept myself thinking by the thousandth time how the marketing world simply ignores this statement these days.
I see a constantly increasing difference between marketing and innovation among some companies. As a matter of fact, I see 2 types of marketing innovation for 2 different types of companies regarding marketing innovation:
Marketing innovation
On demand – when marketing is sparkled through a demand, necessity or anything that didn’t start within the ones responsible for marketing strategies (department-structured or not);
Natural – doesn’t need any “outside” encouragement or reason to start. It comes from an idea, an insight or simply a suggestion not necessarily attached to a situation. Unlike many people and marketers think, this initiative doesn’t have to come from the marketing staff.
Companies’ marketing
Whole flow – companies which lack a marketing department. Sometimes salespeople and/or administration personnel are responsible for marketing strategies. In this case they manage the whole flow of analyzing a demand by the market/customers, creating a strategy/solution, and implementing. This situation might happen either on new markets/products/plans or existing problems/gaps. It’s informal, it’s almost entirely concentrated on 1 person, it’s not all the time professional, but it’s marketing.
Total recall – big, fat, stiff marketing departments. They’ve got the money, the means, the structure and the professionals, but are not starters, only follow instructions from other departments. This is quite common to the big players, companies, and businesses in the market. This is also common to marketing companies (consultancies, media and advertising agencies).
How many companies do you know in the second category? Probably hundreds. Companies with a formal marketing department are frequently hostages of product departments. I wonder how close they put “create” and “innovate” together.
Hajimeru. This is the Japanese word for “to start”. Many meanings follow “to start”, including “to make”. But the best one I found for this case is below.
Allocate and then initialize
www.millennium.berkeley.edu/docs/mpi/gm_manual/gm_18.html
Reason why? Innovating is not only initializing something. Innovating is above creation and more complex.
I see a constantly increasing difference between marketing and innovation among some companies. As a matter of fact, I see 2 types of marketing innovation for 2 different types of companies regarding marketing innovation:
Marketing innovation
On demand – when marketing is sparkled through a demand, necessity or anything that didn’t start within the ones responsible for marketing strategies (department-structured or not);
Natural – doesn’t need any “outside” encouragement or reason to start. It comes from an idea, an insight or simply a suggestion not necessarily attached to a situation. Unlike many people and marketers think, this initiative doesn’t have to come from the marketing staff.
Companies’ marketing
Whole flow – companies which lack a marketing department. Sometimes salespeople and/or administration personnel are responsible for marketing strategies. In this case they manage the whole flow of analyzing a demand by the market/customers, creating a strategy/solution, and implementing. This situation might happen either on new markets/products/plans or existing problems/gaps. It’s informal, it’s almost entirely concentrated on 1 person, it’s not all the time professional, but it’s marketing.
Total recall – big, fat, stiff marketing departments. They’ve got the money, the means, the structure and the professionals, but are not starters, only follow instructions from other departments. This is quite common to the big players, companies, and businesses in the market. This is also common to marketing companies (consultancies, media and advertising agencies).
How many companies do you know in the second category? Probably hundreds. Companies with a formal marketing department are frequently hostages of product departments. I wonder how close they put “create” and “innovate” together.
Hajimeru. This is the Japanese word for “to start”. Many meanings follow “to start”, including “to make”. But the best one I found for this case is below.
Allocate and then initialize
www.millennium.berkeley.edu/docs/mpi/gm_manual/gm_18.html
Reason why? Innovating is not only initializing something. Innovating is above creation and more complex.
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