Stephen Dann
There was a time when the range of options for marketers was quite limited – you could advertise, attend events, get a bit of PR, maybe some Point of Sale material, direct mail and phone. Then wait several months, conduct some research to see if it worked. If it didn’t – then just blame it on sales, the market, the weather etc etc. And we used to think it was difficult!
Then we got technology – data, databases, analysis, statistics, email, internet, websites, mobile, smartphones, analytics, apps – loads of new toys and insight to be imaginative and creative with. Unfortunately someone told an accountant that this meant that we could now measure actual results, in real time to show ROI. So on top of coping with constant change in technology and the way consumers use it, marketers have to also focus on instant ROI.
There is no question that now is a really exciting and challenging time to be a marketer.
Today’s marketer needs to be:
as IT savvy as the IT team,
as financially sharp as the Finance department,
a first class project manager,
a total expert on the sector and passionate about the product,
a top rate data analyst,
totally engaged with customers,
supremely creative and
a great communicator.
Successful future marketers must have mind-sets which are Innovative, Curious, Experimental, Fast & Responsive, Rigorous and Disciplined. Only committed marketing professionals need apply!
businessimpactsolutions 