The Changing Landscape of Marketing: Essential Skills for Marketers in 2030

The Changing Landscape of Marketing

• Dr. June Dennis, with over 25 years of experience in coaching, mentoring, and supporting individuals in business and higher education, highlights the importance of addressing the problems marketers solve rather than just focusing on products.

• She emphasizes the evolving nature of the marketing field, with a significant shift in the required skill set over the past decade, attributed to the rise of social media, data analytics, and consumer psychology.

• Dr. Dennis shares her background, from working in marketing for various products to transitioning into higher education and now working as a marketing strategy coach for SME companies worldwide.

• She provides insights into the fundamental purpose of marketing, encompassing the identification, anticipation, and satisfaction of customer needs profitably, as outlined by the Chartered Institute of Marketing and the American Marketing Association.

• Furthermore, she touches on the historical orientations of marketing, starting with the production era, characterized by mass production and minimal customization.

The Changing Landscape of Marketing

Evolution of Marketing

• Initially, marketing was focused on helping salespeople move stock, but it later transitioned into a product-oriented approach where the quality of the product was believed to sell itself.

• However, it became evident that simply having a good product was not enough, as customers still needed to be informed and persuaded. This marked the shift towards selling and promoting products, linking marketing closely with production and sales.

• The modern marketing orientation emphasizes identifying and fulfilling customer needs through new product development and customer-focused design. This approach prioritizes customer satisfaction and environmental and ethical considerations.

• Societal marketing has emerged as a significant aspect of modern marketing, incorporating social, ethical, and environmental considerations into marketing practices. This shift reflects a growing emphasis on responsible and sustainable business practices.

Evolution of Marketing

Key Challenges and Skills for Marketers

• The main concerns for marketing directors include the cost of living crisis, changes in consumer behavior, and the need to become more agile in attracting and differentiating customers.

• While supply chain and upcoming regulations were previously significant concerns, they are now becoming less worrisome.

• The most prominent challenge is the shortage of skilled staff, especially in the context of recruitment and staff retention.

• Skills that top marketers prioritize for career progression include data-driven insights, data and analytical skills, digital marketing, and consumer analysis.

• Senior marketing leaders also recognize the importance of sustainable marketing campaigns, management skills, and training for their teams.

• However, there is a noticeable gap in digital capabilities, particularly in keeping up with marketing technology innovation, as well as a decline in the quality of content marketing skills.

• Finally, agencies seem to have a higher proportion of skilled staff, highlighting the need for continuous skill development in the marketing industry.

Key Challenges and Skills for Marketers

Understanding the Role of Social Media in Marketing

• Social media plays a crucial role in integrated marketing communications, alongside other elements such as advertising, public relations, and sales promotions.

• The use of data-driven insights is becoming increasingly important in marketing, but it's essential not to overlook qualitative research like focus groups and observations, as they provide rich data that quantitative analysis may miss.

• Customer journey mapping, SEO, SEM skills, and content management are vital components of digital marketing, emphasizing the quality, coherence, and relevance of content for different market segments.

• The impact of AI on marketing is a topic of debate, with a focus on how it will disrupt traditional roles and potentially lead to upskilling and the emergence of new job functions.

• Continual professional development (CPD) is critical for marketers to enhance their skills and knowledge, involving areas such as customer focus, technical expertise, and strategic thinking.

• Becoming a chartered marketer requires a commitment to ongoing CPD, reflecting on the learning and development through reflective statements.

Understanding the Role of Social Media in Marketing

Key Points on Marketing Skills and Consumer Analysis

• Consumer analysis and data-driven insights are essential for marketers to understand what their customers want and need, and to develop and promote products effectively.

• It's important for marketers to prioritize digital skills based on their target audience and the platforms they use, as well as to be able to interpret data for strategic decision-making.

• Consumer psychology plays a crucial role in marketing, especially in behavioral and psychometric segmentation of the market, influencing how people buy and making informed pricing decisions.

• AI is a valuable tool in marketing, allowing for improved efficiency and more time for personalized strategies, but the human element remains essential for decision-making and personalization.

Key Points on Marketing Skills and Consumer Analysis

Conclusion:

Dr. June Dennis highlights the essential skills for marketers in 2030, addressing the changing landscape of marketing, evolution of marketing, key challenges, and the role of social media and consumer analysis. Stay ahead in the marketing field by understanding and adapting to the evolving skill sets required in the future.