04Programs & consultancy
Today’s modern marketing organisation is complex and requires a purposeful planning and a combination of talent, technology and insight in the need of the consumers. Experts with the general knowledge managed the traditional marketing in organisations. But with the development of social and digital marketing, the development of a range of new specialised roles was ushered in. Therefore, marketing leaders are no longer effective if they manage projects through a hierarchical structure, but from them is expected to be in the position of a coordinator, or better the ‘conductor’ who supervises the talents who have at that moment gathered around a common idea that brought them together, and that they want to put into action. This gathering may relate to individuals within the company, outside of it, in parts of companies or in the several independent companies.
Modern approaches to the management cited approach based on the characteristics, access based on skills and style, situation access and team leadership as a possible model of leadership and Think – Do – Feel – Innovate model has been derived from the individual characteristics of each of these approaches.
Think-DO-Feel-Innovate Model doesn’t categorise roles in marketing by the job name, but instead classifies them into three major groups as follows, to ‘think’ marketing, ‘feel’, ’do’ and ‘innovate’ people. In the ‘thinking’ group there are people involved with analytical skills for the purpose of taking over of tasks, such as the analysis on optimising the return on investment, or the analysis of the personal data safety policy. In the ‘do’ group are those individuals with the skills to develop working content, while the third, ‘feel’ group is focused on the interaction with the consumers, as they usually do in customer services on social networks. ‘Innovate’ group would be responsible for developing the new products, improving of existing products and general planning and innovation developmentDepending on the task, the proportion of participation of each of the four groups is subjected to changes.
The ‘orchestra’ that consist of the blue, red, green and yellow colours is the future model that has already begun today.