{"id":547401,"date":"2023-02-03T19:08:12","date_gmt":"2023-02-03T16:08:12","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-market-without-a-marketing-department\/"},"modified":"2023-02-03T19:08:12","modified_gmt":"2023-02-03T16:08:12","slug":"how-to-market-without-a-marketing-department","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-market-without-a-marketing-department\/","title":{"rendered":"#How to market\u2026 without a marketing department"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3c32f816ad1\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3c32f816ad1\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-market-without-a-marketing-department\/#%E2%80%9CHow_to_market%E2%80%A6_without_a_marketing_department%E2%80%9D\" >&#8220;How to market\u2026 without a marketing department&#8221;<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-market-without-a-marketing-department\/#Get_your_tickets_for_TNW_Valencia_in_March\" >Get your tickets for TNW Val\u00e8ncia in March!<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"%E2%80%9CHow_to_market%E2%80%A6_without_a_marketing_department%E2%80%9D\"><\/span>&#8220;How to market\u2026 without a marketing department&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p><img decoding=\"async\" src=\"https:\/\/img-cdn.tnwcdn.com\/image?fit=796%2C417&amp;url=https%3A%2F%2Fcdn0.tnwcdn.com%2Fwp-content%2Fblogs.dir%2F1%2Ffiles%2F2023%2F02%2FJohn-Schoolcraft.jpg&amp;signature=6be49582ad52cf4469d8bf401246aa79\" \/><\/p>\n<div id=\"article-main-content\">\n                            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<p>John Schoolcraft, Chief Creative Officer at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.oatly.com\/\">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<p>We caught up with Schoolcraft at<span>\u00a0<\/span>TNW 2022<span>\u00a0<\/span>and learned how<span>\u00a0<\/span>Oatly created a thriving marketing strategy\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 <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=DQ4WBfnLrCk&amp;ab_channel=TNW\">watch it here<\/a>.<\/p>\n<div class=\"inarticle-wrapper channel-cta\">\n<div class=\"ica-text\">\n<h4><span class=\"ez-toc-section\" id=\"Get_your_tickets_for_TNW_Valencia_in_March\"><\/span>Get your tickets for TNW Val\u00e8ncia in March!<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The heart of tech is coming to the heart of the Mediterranean<\/p>\n<\/div>\n<\/div>\n<p>Throughout the talk, Schoolcraft explains how marketing 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<p>\u201cIt\u2019s a completely different system,\u201d he told us. Although a creative\u00a0still focuses on advertising, content creation, and communication, their <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach is unlike a marketer\u2019s. In Schoolcraft\u2019s words, marketers are \u201capprovers\u201d and creatives \u201cmakers.\u201d<\/p>\n<p>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<p>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<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=DQ4WBfnLrCk&amp;ab_channel=TNW\">Head over here to watch the video<\/a>.\n                        <\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong>\n<\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/news\/how-to-market-without-marketing-department\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;How to market\u2026 without a marketing department&#8221; 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? John Schoolcraft, Chief Creative Officer at Oatly, has an answer to all these questions.\u00a0In 2012, together with&#8230;<\/p>\n","protected":false},"author":1,"featured_media":547402,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/img-cdn.tnwcdn.com\/image\/tnw?filter_last=1&fit=1280,640&url=https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2023\/02\/John-Schoolcraft.jpg&signature=30e43fd239a4b7cd05c2b66e4ed5a42b","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-547401","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/547401","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=547401"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/547401\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/547402"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=547401"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=547401"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=547401"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}