Marketing is evolving at a rapid pace. The introduction of technologies such as the smartphone and the accessibility of high-speed internet has changed the face of marketing forever. Traditional marketing strategies such as television, radio and print are still very important, however most marketers have turned their attention to digital marketing channels now. Today’s marketers have more data, more technologies and more channels to engage with customers than ever before.
This disruptive shift in the marketing landscape has given rise to a new form of marketer. A few years ago, marketers could get away with one core skill – whether it was their creativity, communication or commercial nous. Marketers today can’t get by with just one skill. The marketer of today must have a variety of skills ranging from data analytics to content creation.
Marketers must be trained to deliver across all channels – digital and traditional – to create and execute overall integrated marketing strategies. This doesn’t mean that marketers must be an expert in every field, but rather understand how to use each channel to reach their target audiences. Digital marketing has created the need for digital skills which every marketer must possess; enabling them to take advantage of every opportunity available – online and offline.
Data analytics
This is one of the most important skills to have when practising marketing. The amount of data available to marketers is simply outstanding. Over 90% of all global data has been created within the last two years. This huge amount of data provides valuable insights into how the consumer thinks, their buying behaviours and, most importantly, what the key drivers are in getting them to engage with the brand. These insights and data are one of the key drivers in developing and creating marketing strategies.
Marketers must listen to this data to target customers, and present them with the right message at the right time. This huge amount of data is worthless, unless you know how to translate it into actionable information. Therefore, today’s marketers must know what to look for in seeking valuable insights into, and understanding of, the consumer’s online behaviour. By gathering and putting together amounts of insightful data, marketers can develop a 360-degree understanding of the consumer.
Being in touch – social media
Social media marketing is one of those activities that every company employs, but few understand. Far more than a tool for raising brand awareness, social media marketing is increasingly becoming a top priority for many organisations. Social data is full of rich insights into customer behaviours and preferences. Over 2 billion people use social media to share a variety of content and interact with one another, and even to interact with companies and brands. Social media marketing allows organisations speak with consumers on a one-to-many basis.
This two-way conversation gives brands the opportunity to humanise their organisation by speaking to their customers and sharing posts that will encourage engagement between the brand and its communities. Social media marketing shouldn’t be passed to an intern just to give them something to do. It should be an integral part of the overall marketing strategy. Social media marketing should come from the heart of the business. Social media marketing isn’t just a gateway to the company website, but rather a channel where customers actively seek to engage with brands. Today it is vital for marketers to understand how and why social media marketing is so important.
Focus on the customer
In today’s world, marketers need customers, more than the customers need them. The internet has given the customer more choice than ever before. Customers are also willing to pay more to brands that can deliver an exceptional customer experience. Customers interact with brands through a variety of channels. They are also aware they are giving away more personal information about themselves than ever before; and they expect marketers to use this information to deliver value in return. Customers actually want marketers to use the information gathered to create a unique experience which feels personalised and focused solely on them. The customer wants to feel all-important. Marketers can achieve this by understanding the customer journey and relating to the customer.
Technologically savvy
Finally, to become a marketer in today’s world, an individual must be technologically savvy. This means that marketers must keep up-to-date with emerging technologies in a bid to identify new potential opportunities. Technology evolves at such a fast pace, it is vital that marketers have an interest so they can leverage what competitors are doing or identify where they can leverage from. Marketers must keep their ear to the ground to stay relevant and competitive.
These are just some of the skills marketers need to deliver overall marketing strategies using traditional and digital channels. The reason that customer experience and social media are so important is that they provide marketers with the opportunity to put a face or personality to a brand that is real and means something to the consumer. Data analysis is vital in understanding the customer and continually trying to optimise and leverage the information gathered. In also understanding this data marketers can see what works, what doesn’t work, and where they can improve. Returns on investment that were hard to see before are now easy to track.
