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Change surrounds us and dominates the marketing space. The most skilful marketers of tomorrow will be able to understand the inner workings of change and master and manoeuvre it accordingly.
Being able to swiftly detect change, deploy the right resources and unlock capabilities is also essential. Marketers will have to be nimble and versatile enough to juggle a mix of data and technology and channel their flair into tying together defining campaigns and distinct programmes.
It is never easy to convince internal parties to get resources to launch marketing campaigns as the impact is of medium term and not immediate, like sales. Hence, strong influencing skills are often important to convince stakeholders.
Marketing is traditionally regarded as a profession that “spends money” yet now increasingly more companies see marketing as a channel for generating revenue. For this to be done, business acumen is important as we always talk about return on investment or “ROI”.
Customer experiences or user experiences are what the corporate world always emphasises. To achieve that, it is about their use of services, after-sales services and loyalty programmes to retain and engage the existing customers.
Whether you are selling a marketing idea or running marketing campaigns, you are telling a story to different audiences. Of course, an impressive story can always win hearts and minds but an impressive story alone may not be enough for you to achieve the end goal. Marketers will have to be result-oriented.
Creative things will always get outdated after repeated use. It is thus important for marketers to keep themselves on the market’s recent developments and latest technology and digital tools.
Marketing is becoming increasingly scientific with more data points available and today marketers are expected to make more decisions based on numbers than feelings.
In order for marketing to be productive and profitable, one needs a measurement tool to support the effectiveness. With the availability of a range of digital platforms and tools, it is easier to measure your success and failure.
Deepening partnerships, balancing technical and creative marketing across a variety of channels and adapting to meet the speed and scale of Asia’s growth – these will be the qualities of tomorrow’s globally savvy and market-strategic marketer.
By being sensitive to consumer preferences and receptive to expectations, you’ll need to have your finger on the pulse. As a successful marketer, you will have to see how the dots join across interwoven systems from LinkedIn posts to trade show displays.
To succeed as a modern marketer, these are the skills you should hone and refine:
