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Marketing control involves ensuring that marketing operations are cost-effective and profitable. A clear model and designated positions within a marketing control workflow can help. Marketing control models are usually flowcharts with implementation, leadership, evaluation, and optimization phases. It’s important to assign specific positions with clear responsibilities and maintain a flexible model that can adapt to changes in the industry.
Marketing control describes all actions taken by marketing managers concerned with ensuring that marketing operations follow quality standards, are cost-effective, and profitable. While top-level marketing executives and executives might be responsible for determining how operations are managed and valued, all members of a marketing department are, to some degree, an integral part of adopting marketing control. Some of the best marketing control tips are creating a clear model of the ways in which a marketing department can be controlled and designating specific positions within a marketing control workflow. It is also important to create phases for evaluating and reevaluating the control model.
It is common for marketing departments to have complex organizations, where multiple aspects such as design, media and finances come into play. Many control models are based on specific goals or topics. Some models aim to control the marketing budget, while others might focus on sales analytics and information systems. Managers might also have executive marketing control models that describe how all functions within a department interact with each other.
Marketing control models are usually illustrated as flowcharts, showing a department’s goals, followed by principles or standards, and including implementation, leadership, evaluation, and optimization phases. During strategic planning sessions, marketing managers might revise control models to reflect changes in staffing or a redefinition of positions. After performing a marketing department’s quality analysis, managers could restructure the models based on the findings.
Another important tip for marketing control is to assign specific positions with clear and defined responsibilities and procedures. It is important that all operations are fully managed, which often means managers need to carefully delegate tasks to competent marketing professionals. For example, one team member might be responsible for their team performing quality assessments, while another individual is responsible for applying the assessment data to reevaluate a process.
It may also be a good idea to maintain a flexible marketing control model. In other words, if a given process is not fully effective, a model should be able to be optimized without having to be completely restructured. It is also important that a control model be able to adapt to changes in the industry. As new technologies and forms of media are introduced, control patterns must also change. A good way to do this is to build a stage for reevaluation into a control model.
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