In the online world, everyone is in marketing. Each interaction online is building your brand. Bi-directional engagement has replaced generic outbound marketing – you can’t source it to the few individuals who have a marketing role in your company. Its everybody’s business.
I remember many times when people in large companies would say, “everyone is in sales.” I agreed with that statement in the offline world. Everywhere you went, everything you did could be viewed as an opportunity to recognize potential sales. I never believed you could source “sales” to only the people who had that title – it takes a whole company to sell, because how you treat your existing customers, sets you up for the next sale.
You can either be setup to fail or setup for it to be brilliantly easy. I’ve worked in companies where the treatment of the existing customer leads to what would be the equivalent of a half court shot in basketball (very hard and unlikely to happen). And I’ve worked at companies where the treatment of current customers leads to a glowing referral and the next customer shows up (as easy as a layup).
In the online world, I think a more apt statement is, “everyone is in marketing”. Everything you do online isn’t sales, its marketing and you can’t source it to just the people who have marketing titles. Your brand is no longer under your tight control – its in the hands of your customers and your employees.
Going online is more than e-commerce, its about content and engagement as well. Your customers are online, your whole company needs to be in a marketing role.