Question
Topic: Branding
How To Move Traditional Marketers To Digital
I am the Director of Internet marketing at a large CPG company and recently have been charged to develop a three-year strategy with an objective of moving our mostly traditional marketing teams to be more at ease with the digital space. After just a brief deep-dive into the organization’s processes and methodology I have come to the conclusion that the entire CPG culture must be changed, not just marketing. Everything from marketing, sales, customer service, market research, corporate communications, and PR must shift away from focusing on product messaging and more on the consumer’s needs and wants. After conversing with counterparts in other CPG companies it seems this cultural resistance to change is common and widespread. Have any of you experienced this? Any ideas to get started? Big topic facing many CPG companies today.
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