The pace of change for digital marketing has continued to accelerate over the past few years, and a marketer's role has never been more complicated. Modern marketers are constantly looking into the future, trying to decipher the next big trend, be it for their brands or their clients.
Today, technology plays a crucial role in marketing strategy and execution: Data is the next big thing, and companies are capitalizing analytics to make data-driven decisions. Automation has also turned guesswork into a precise science and months of detailed planning into nanoseconds. We are now living in a digital era where technologies have disrupted various traditional marketing methods and will continue to do so.
A modern marketer is somebody who understands conventional & digital tools of marketing; he is the one who can apply the combination of these two strategies to help brands effectively. By examining the digital strategies of our forward-thinking customers and influencers, we identified these eight key attributes of a modern marketer:
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- Flexible Thinkers
He should know how to react and innovate in different situations, and stay agile to respond fast to unexpected opportunities. - Vision-Oriented
He is communicating with the audience, not to the audience. He is focusing on being a thought leader, and not just trying to sell his product. It is all about the vision and not the features of the product. - The Face of the Company
He is at the forefront of the community. He builds and nurtures trust and brand loyalty among the target audience. It is not just about communicating with people; it is about being one of them. - Eyes on the Prize
His eyes are always focused on the primary objective. He implements the well-thought strategies and measures success effectively. He is focused on the outcome but does not try to lock every action to statistics and impressions. - Open ears
He always keeps his ears open to hear about customer sentiment. He always uses real-time analytics to gain actionable insights to develop data-driven strategies. - People at Heart
He builds a relationship with people and understands their needs. He always strives to create value for the customers. - Getting His Hands Dirty
He is crafty and resourceful. Knowing where to get information and get things done is his greatest asset. He loves to experiment, iterates in public and makes improvements through constant testing. - Ideas with Legs
He has sound knowledge of technology and how different tools work. He can implement innovative ideas creatively with the help of these tools.
Marketing in today's world is a big opportunity and yet a challenge. The opportunity is that modern marketers have more tools at their fingertips than they have ever had in history. It has never been easier to connect with customers, to tell stories and to create meaningful customer experiences. Despite this opportunity, it takes hard work and understanding how the world has evolved. Like any habit, good marketing comes down to the day to day practices of the modern marketer.
What we really need is a mindset shift that will make us relevant to today's consumers, a mindset shift from ‘telling & selling' to building relationships.
Jim Stengel (Former Global Marketing Officer of Procter & Gamble)
