The anatomy of the modern marketer

marketing
Image source: thedrum.com

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What does the future of marketing look like? Last year, MOI Global undertook a six-month project to find out. Consisting of three global dinner discussions, a survey and top marketing thought leadership from some frankly badass panelists and speakers, Disrupt Forum 2017 uncovered many of the answers.

We started by dissecting the anatomy of the modern marketer. Today’s buyer has all the power, and any marketer who wants to redress the balance needs to adopt a new way of thinking. But no marketer is an island. And no single skill set will do. Instead, both MOI’s Anatomy of the Modern Marketer survey and the panellists from our first Disrupt Forum dinner revealed the key characteristics we should identify, promote and nurture in the Modern Marketer.

Future-focused

Sitting alongside a readiness to learn and to adapt is a hunger to improve. Many of today’s marketers choose opportunity and corporate fit over cash reward, and are aware of how their development and progression helps the business. This means they are focused on organisational goals, alongside their own.

Multifaceted marketing

Marketing is no longer a single discipline, but multifaceted. The Modern Marketer is part scientist, part creative, and while technology has brought the need for a whole new set of digital skills, traditional marketing skills are as relevant and crucial as ever: the need to understand data, finance, and to build a strategy, hook an audience…

Collaborative

Hook an audience. Isn’t that old-school in this age of inbound marketing and user-generated content (UGC)? Well you need to inspire and compel them to collaborate with you in the first place, or why would they bother? And collaboration skills are key internally too – 78% of marketers who took our survey chose ‘collaborator’ as the most important personality trait. Marketers who can work with and learn from other functions will have a broader perspective and a bigger ideas pool.

Curious

Perhaps the most important trait of all in an ever-changing world is curiosity. “Stay hungry,” says Disrupt Forum panelist Geraldine Kor, director of marketing, DXC. “If you are constantly hungry, you’ll always be curious and be seeking.” The ‘Modern Marketer’ is always alert to new trends and opportunities, always seeking new ways of doing things, always ready to listen, learn and adapt.

Customer-obsessed

The best marketers put understanding customers at the heart of their marketing, obsessing not just about who and where they are, but also their attitudes, behaviours and actions. They understand that the customer experience they provide is what differentiates their company from the rest.

So what did we learn? As hard as we tried to find it, there’s no single set of skills, training course or process today that will remain fit for purpose for very long. But for marketers not daunted by change, there’s a world of opportunities.

Article source: http://www.thedrum.com/opinion/2018/01/08/the-anatomy-the-modern-marketer

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The Nuts and Bolts Behind Business Cards

Business, InKnowvative Concepts, Business Cards

Don’t judge a business card by its cover? Ah, yes, I’m afraid so. Business cards, the silent piece of advertisement is scrutinized more than you think. It’s not just the design element potential clients are intrigued or impressed by. They want to learn the meat and potatoes, or the nuts and bolts about what your business has to offer.

Potential clients want to know,

  • Who you are
  • Where you are located
  • What exactly do you do
  • How can they contact you
  • How much will your products or service affect their wallet
  • How long will it take to reach customer satisfaction
  • Are you trustworthy and what does the BBB have to report about your business
  • What type of experience do you have supporting your business

Customers are savvier about their spending habits than they have ever been. Also, consumers have trust issue concerns with how they conduct business and the reputation of who they give their dollars to, especially when they have been burned by a business before. There really is more behind the business card than meets the eye.

You Don’t Do Marketing. You Live It.

Marketing, Creativity
CREDIT: Getty Images
And that means everything is a part of your campaign…

I talk to a lot of businesses that don’t know what they’re doing to market themselves. Actually, scratch that. I talk to a lot of businesses who can’t tell me what marketing is in the first place. To their minds, it has something to do with social media or videos or advertising or calling people to hiring more sales folks or writing blog posts but they’re just not entirely sure…

…and that’s why they’re blowing it.
It’s not that their marketing isn’t working, it’s that they don’t really understand what marketing is, or how it works, or why it works, or anything else. It’s pure chaos, and it’s pure failure just waiting to happen.

Here’s the key to this problem. Marketing and advertising are actually pretty easy concepts to understand. They’re any activity that puts your business in front of the people who pay your business money. It’s really that simple. When you speak to anyone in your target demographic about your business, you’re marketing it. When you write a blog post. Record a video. Change your…Continue reading

Article source: https://www.inc.com/jon-westenberg/marketing-is-any-activity-that-exposes-you-to-your-audience.html