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The Better Social Business Blog

Social media & marketing technology storytelling by Mayra Ruiz-McPherson
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Coca Cola Restructures Their Marketing Department + Here’s Why You Should Care

Author: Mayra Ruiz-McPherson

On 22, Oct 2010

Just learning from this AdAge article that soda pop giant Coca Cola is and has been restructuring their marketing department for the past 6 months due to a “shift in the (marketing) landscape” that will now focus sharply around “the principles of content, connections and integration.”

So what?

Why any small-to-medium sized business (SMB) should care about what Coca Cola is doing with their specific marketing department re-org is surely a question you may be asking if you are an SMB. But, I caution, do *not* be so quick to dismiss this shift of internal marketing resources by Coca Cola as one that is irrelevant to you and your business. It’s not so much the shift of staff or change in position titles, per se, that should be of note. Rather, its the intense movement forward to power up the organization’s shift to content, connections and integration in all marcom that really matters.

“A liquid and linked landscape”

The restructuring is indicative of the company’s “…recognition of a shift in the landscape,” says Coca Cola’s Ms. Wendy Clark, senior-VP integrated marketing communications and capabilities. “Increasingly, we understand the idea of a liquid and linked landscape. And perhaps we weren’t structured for ultimate success within that landscape.”


This is a commendable realization by the marketing-powers-that-be to admit and acknowledge that the new marketing landscape requires deep shifts in marketing vision, approaches and schools of thought. The “liquid and linked” description of today’s promotional climate could not be more vivid or accurate.

Only just the beginning …

I believe this is not the first time we’ll hear about deep shifts of resources, talent and duties within all kinds of marketing departments or staff, big and small. I think this kind of shifting will be a big trend in 2011: the reallocation of marketing strengths, investments and strategies to better navigate, penetrate and establish key connections in the “liquid and linked” waters of the new marketing terrain.

As the year comes to a close and you find yourself planning for marketing efforts in 2011, how will *YOU* better align your own engagement and outreach focus closer to the principles of content, connections and integration?

About Mayra Ruiz-McPherson

As lead blogger for The Better Social Business Blog, Mayra writes frequently about trends in topics related to social media, digital marketing and marketing technology. Her email newsletter, The Social Media Trend Watch Report, curates noteworthy social media platform updates, upgrades and changes and goes out regularly to more than 1,000 subscribers.

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