marketing is death - đây là bài viết của hai cao thủ marketing tại châu Á nói rằng các công cụ marekting hiện tại sẽ chết hết và chỉ còn là các dạng như anh em mình đang làm nè - các câu lạc bộ - các group các ban xem nhé Recently Procter & Gamble Co. (P&G) announced that it was doing away with ‘Marketing Directors’. Well, at least the title. As of July 1, marketing directors at P&G have become brand directors. Given P&G’s status as the world’s biggest advertising spender and a trailblazer in marketing, does this move signal the end of marketing as we know it? The reality is that the business landscape is constantly changing. At the same time, competition to gain customers’ attention and mindshare in this age of 24x7 connectivity and media clutter is intense. So to thrive in this dynamic and challenging environment, it’s no longer enough for marketers to have traditional skills focused on just marketing communications. Here are 6 fundamental skills which marketers must have now: Content Creation: Building just Brand Recognition is passé. Instead, you have to create meaning for your communities. You need to learn how to do that by producing useful content. Marketers need to be part journalists and part publishers. Social Marketing: You need to have a good understanding of social media tools like LinkedIn, Twitter and Blogs. Also, you need to amplify your content in ways to connect with your audiences that increase engagement. Community Management: The need to belong is a powerful one. You will automatically be perceived as a leader in your industry if you take the lead in nurturing a community. Provide your clients a platform to network with peers. Organize events and give them opportunities to speak, raise their profiles and build their personal brands. Also, set up groups in LinkedIn and facilitate conversations. A strong community can build client loyalty and retention. Leading with Commercial Insights: Develop a strong understanding of your customers’ businesses and partner with the sales force to create commercial insights. A commercial insight is a compelling perspective from a supplier that directly impacts a customer’s performance and leads back to the supplier’s unique capabilities. Only those marketers who challenge and surprise their customers with commercial insights on how they can save or make money will deliver high performance consistently. Permission Marketing: The permission to engage with a client is very valuable in this era of information overload. So you need to have skills to acquire this permission. This can be done by sharing experiences via Events, Speaking Opportunities, Trade Shows, Opinion Pieces, Client Stories and Newsletters. Lead Management: Once the permission is acquired, it’s important for you to learn how to collaborate with the sales teams to ensure that ‘leads’ get the attention and priority for follow-ups. This will help in the conversion of leads to opportunities and accelerate wins. It will also help in demonstrating the ROI of your marketing spend. Marketing is not dead. It just needs a different set of skills to be relevant. Long live marketing. What do you think? Please join the conversation via the comments section below.
Posted on: Fri, 18 Jul 2014 16:15:46 +0000
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