Every company has a different approach to structuring online marketing efforts. Some choose to make the head of the department the strategic lead, others break out a task force specifically to build plans and leave the management structure to its own administrative tasks and the research people to core data gathering and analysis. However your company decides to design its marketing department, though, one thing is clear. Giving your strategic thinkers the autonomy they need is one of the best ways to identify emerging trends and capture their ability to bring you to new audiences before they become just another standard method of doing business.
Fresh Ideas Matter
The reason you need to identify new ways to gain an edge with your online marketing is simple. If your goal is to increase your visibility, you need to find a way to seed yourself in the algorithm that works a little better than what everyone else is doing. If you’re only following best practices, you’re just coasting along without actually getting ahead of the competition. During a good economy, that can carry you forward. As soon as the market turns bearish, though, it becomes a risky proposition.
Recruit Forward-Thinking Executives
A big part of identifying those trends is being the one to set them, and that’s where your strategy team comes in. If they’re doing their jobs, they should be researching new ways of doing things and putting them in place while developing ideas that take new approaches to increasing your visibility with your target audience. That’s why you need to empower them to make decisions. Only by giving your thought leaders the ability to alter the direction of your marketing efforts when they identify new strategies can you gain the nimble behavior that will put you ahead. Top companies know this and recruit thought leaders like Eyal Gutentag to break new ground in the industry.
How can you be sure your strategic leaders are taking you in the right direction? That’s where your recruiting and vetting efforts are important and why it’s vital that you step up your game when it comes to recruiting experienced leadership.