As Econsultancy releases its Skills of the Modern Marketer report, the complexity of modern marketing versus the clarity of the big idea is still the major talking point in our industry.
Great marketing is not hard to define: great marketing matters. It is helpful and relevant. It is engaging. Great marketing is about recognizing customer need and increasing brand value, not company interests.
That maxim has never been more true in our digital era. Although most agree that a customer-centric mindset is the foundation for all modern marketing success, truly customer centric marketing remains elusive. Only one in five organizations (22%) even have a customer experience management strategy (Source: Econsultancy’s Customer Experience Management report).
A lot of attention is given to the need for marketers to become more technical.
You’ve seen all the stats about CMOs outspending CIOs, the importance of analytics in every job description, and the predictions from no less revered a source as Econsultancy’s founder on how important AI and machine learning are to the future of business.
I don’t envy CMOs.
Their job is to be adaptive to an environment of continual change, to differentiate between what’s useful and what’s just a fad, and, most of all, to be generalists in an increasingly complex industry.
The increase in new channels and technologies has dramatically changed the environment in which marketers operate. But the way in which marketing is taught, understood and operates has not really changed.
This is not sustainable. We need a new unifying framework as a reference for what marketing has become.
Marketing your business to millennials matters, and it means meeting them on their mobiles.
My particular area of expertise is digital marketing, media and ecommerce.
However, whilst I remain excited by what is possible with purely digital marketing, I am most intrigued by marketing that makes intelligent, creative and effective use of a mixture of media.
Multi-, or Omni-, channel marketing that choreographs an experience across touchpoints both physical and digital.