Today’s marketing person has grown past their textbook definition. Often today’s marketing people bring to the table the traditional disciplines they learned in their formal education, but that just isn’t enough anymore. They need to bring a new skill set with them, a skill set that increases their ability to understand their audience, employ communication mediums, and leverage available technology – faster then ever before.
Here are 4 traits you must posses to be successful as the new marketing breed.
Adaptability is critical to their survival. In the past, new techniques and methods came slowly and developed over months or even years of use. Powerful techniques emerge almost daily now, in fact, the more they emerge the faster they come. This supports the notion that technology breeds technique – exponentially. So, if you are still carrying around a nice leather day-planner, don’t look behind you because the competition is hot on your tail.
At the pace target audiences are changing technologically, the new marketing person will be driven to reach out even further in front of their audiences. This means they will need to leverage research data and often times make risky assumptions to anticipate audience behavior. We no longer have the luxury of testing concepts over a long period of time. It is a wise marketer that assumes their competition knows what they know. Getting out in front of the audience is a critical piece of the game.
Understanding human behavior and knowing what makes people tick is an invaluable skill. Knowing how to conduct and interpret research will prove to be one of the key elements setting great marketing people apart from good ones. Aligning messaging with target audiences is potentially the most important aspect of a marketing and communication campaign. The ability to “get into the head of the buyer” will prove invaluable.
The days of short burst campaigns are evaporating as long-tail campaigns prove to generate longer and deeper brand relationships. Being able to help clients understand that just because they are tired of their campaign and branding doesn’t mean you should scrap it all and start over. With the amount of messaging our society is exposed to these days, frequency and consistency will pay off in the long run. Great marketers know how to leverage their dollars and insure that messaging and tactics change at the right time to maximize ROI.
Our marketing and communication world is rapidly changing, by the time you finish reading this 20 new tactics will have hit the medium channel. That is no reason to give up, but you absolutely can’t stop swimming – or the sharks will have you.