{"id":604543,"date":"2023-02-04T07:48:54","date_gmt":"2023-02-04T13:48:54","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/02\/04\/how-to-market-without-a-marketing-department\/"},"modified":"2023-02-04T07:48:54","modified_gmt":"2023-02-04T13:48:54","slug":"how-to-market-without-a-marketing-department","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/02\/04\/how-to-market-without-a-marketing-department\/","title":{"rendered":"How to market\u2026 without a marketing department"},"content":{"rendered":"
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\n Ioanna Lykiardopoulou
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\n Ioanna is a writer at SHIFT. She likes the transition from old to modern, and she’s all about shifting perspectives.<\/p>\n

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\n Ioanna is a writer at SHIFT. She likes the transition from old to modern, and she’s all about shifting perspectives.
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How do you set your company apart from other brands? How do you sell people a product they\u2019re not used to? And how is all that possible without a marketing department?<\/p>\n

John Schoolcraft, Chief Creative Officer at Oatly<\/a>, has an answer to all these questions.\u00a0In 2012, together with CEO Toni Petersson, Schoolcraft began to transform a 30-year-old maker of oat drinks into a worldwide movement devoted to promoting a more sustainable lifestyle.<\/p>\n

We caught up with Schoolcraft at\u00a0<\/span>TNW 2022<\/a>\u00a0<\/span>and learned how\u00a0<\/span>Oatly created a thriving marketing strategy<\/a>\u2026 without a marketing department. If you\u2019d like to get his insights in full, check out the video embedded at the top of this article. Alternatively, you can watch it here<\/a>.<\/p>\n

Throughout the talk, Schoolcraft explains how marketing<\/a> is different at Oatly compared to other companies. And it all started with his idea to kill the marketing department and replace it with a team of creatives.<\/p>\n

\u201cIt\u2019s a completely different system,\u201d he told us. Although a creative\u00a0still focuses on advertising, content creation, and communication, their approach is unlike a marketer\u2019s. In Schoolcraft\u2019s words, marketers are \u201capprovers\u201d and creatives \u201cmakers.\u201d<\/p>\n

When we moved on to discussing the problems with marketing, he pointed out the marketing department\u2019s focus on data. \u201cWhat they don\u2019t realise is that all brands are pulling from the same data, which means that they\u2019re doing the same thing,\u201d he explained. \u201cIn contrast,\u201d he continued, \u201ccreatives are by nature embedded in culture and they find inspiration somewhere else.\u201d<\/p>\n

This doesn\u2019t mean that Schoolcraft advises every company to destroy its marketing department. But he does believe that smaller firms should prioritise finding people who can actually create the brand, instead of merely interpret data.<\/p>\n

Head over here to watch the video<\/a>.<\/p>\n<\/p><\/div>\n

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Read More<\/a>
\n Ioanna Lykiardopoulou<\/p>\n","protected":false},"excerpt":{"rendered":"

Story by Ioanna Lykiardopoulou Ioanna is a writer at SHIFT. She likes the transition from old to modern, and she’s all about shifting perspectives. Ioanna is a writer at SHIFT. She likes the transition from old to modern, and she’s all about shifting perspectives. How do you set your company apart from other brands? How<\/p>\n","protected":false},"author":1,"featured_media":604544,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[497,141,46],"tags":[],"class_list":{"0":"post-604543","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-market","8":"category-marketing","9":"category-technology"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/604543","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/comments?post=604543"}],"version-history":[{"count":0,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/604543\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media\/604544"}],"wp:attachment":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media?parent=604543"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/categories?post=604543"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/tags?post=604543"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}