An understanding of organizational culture is critical to marketers for two reasons:
For example, a Silicon Valley start-up will likely have a culture quite different from that of a Wall Street financial firm. These cultural differences can affect every employee in an organization, but understanding them is especially important to marketers. Whereas a tech start-up may use social media, viral videos and "edgy" messaging, a venerable financial institution will likely express a more conservative voice and rely on traditional channels such as press releases and print advertising.
A thorough understanding of a company’s organizational culture - including its key values, mission statement, business practices and differentiating factors - is a critical part of crafting the ideal marketing strategy to meet an employer’s or client’s needs. Whether drafting copy for a website or outlining a long-term, company-wide marketing plan, the marketing professional will benefit from taking organizational culture into consideration.
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