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Marketers generally work within two sorts of organizations, an independent marketing agency or a marketing department within a larger business. Marketing agencies specialize in working as outside contractors to smaller companies who cannot fulfill their marketing needs internally. Most marketers, however, work “in-house” in a marketing department within a larger company.
Marketing strategy has changed over the last 20 years due to digital technology, and the structure of marketing teams and agencies reflects this. There is an increased effort to address both traditional and digital audiences. Given that marketing responsibilities have increased as a result, different marketing teams may choose to employ people in various new roles. You may have a content marketing team, or choose to hire specialists to fill such roles as head of sales enablement, marketing automation manager, data scientist, chief marketing officer, or chief digital information officer.
Within a corporate or business structure, the marketing department often needs to interact with other departments such as product development, sales, and public relations. As far as product development is concerned, marketing data can give insight into product creation, and fully understanding the product is necessary when marketing it. Sales and marketing overlap considerably: Marketers cannot run an effective campaign if the sales team is not implementing it, and your sales team may believe that marketing does not understand their customer base, being too far removed from daily interaction. Public relations and marketing also often have overlapping duties, as brand promotion becomes a popular marketing tool.
Often, marketing teams work with (or as) independently contracted partners. Marketing agencies and departments may hire freelancers to enable them to create a finished project, and departments hire specialized organizations and agencies to complete specific tasks. Marketing departments and agencies may work together or side by side on a project with media agencies, ad agencies, graphic design or creative agencies, PR agencies, or agencies specialized in data and analytics, sometimes called CRM agencies. Small businesses may outsource a marketing team by using independent all in one marketing agencies or marketing service agencies to realize an idea.
Marketing is an umbrella term for a wide array of specialized functions. Optimally, different departments, agencies, or specialists within a marketing team can join forces and work together to create the most effective campaigns and promotions.