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Can marketers keep up with the pace of change?

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Our ‘Modern Marketer’ webinar series gives marketing teams a data-empowered framework and approach that will allow them to thrive in a fast-changing world.

There are so many channels for the Modern Marketer to have to think about.

There are traditional channels like print advertising, signage, direct mail and physical events that they need to have a very sound grounding in. And then there are emerging ones to learn about, such as livestreaming, social commerce and TikTok. 

But just as soon as marketers start to get to grips with one or two of these new channels, another new one – like Facebook Shops – explodes onto the scene.

Keeping up with the pace of change is one of the biggest challenges for any Modern Marketer.

But if you think it’s an impossible obstacle to overcome, think again. There are ways for marketing departments to not only keep up but also thrive in an ever-changing landscape.

The Modern Marketer needs a solid framework to be able to keep up with the rapid pace of change – Image source: Shutterstock

Digital is everywhere at all times

Technology has changed the way that marketers engage and interact with audiences. And it has increased the pressure on marketers to constantly satisfy growing consumer demands around experience and service. 

According to Marketing Week, 15 years ago, the average consumer typically used just two touchpoints during their purchasing journey[1]

Today, consumers use an average of six touchpoints before making a decision. Those touchpoints can range from printed adverts to reading online ratings and reviews on products written by other consumers and from downloading an app to interacting with a chatbot.

Even purchases are made in a variety of ways – via desktop or mobile, through social commerce apps, or in-store after the consumer has researched the product online (ROBO ‘research online, buy offline’)[2].

The Modern Marketer must meet the consumer at such a wide variety of touchpoints along the purchasing journey – Image source: Marketing Week

The Modern Marketer  is expected to keep abreast of all of these touchpoints and play their part in improving the consumer’s experience of them. 

How, for instance, can a brand constantly improve its interactions with the customer at checkout to encourage loyalty and repeat purchases

The Modern Marketer is under pressure

The Modern Marketer is under greater scrutiny. Audience behaviours and trends need to be tracked and analysed. Channels have to be chosen more carefully. Executions must be scientific. 

Modern Marketers have to adapt to game changing new technologies and continuous changes in consumer habits – such as the spike in online shopping[3] and increase in usage of streaming services like Netflix[4] during the COVID-19 lockdown.

They need to develop strategic and integrated approaches to content across a variety of digital and traditional channels in what is a fragmented landscape, and to be consistent when communicating brand messages.

And then there’s the fear of missing out (FOMO). Somebody in your organisation might see, for instance, that TikTok is becoming increasingly popular. Other brands are using it, they say, so why shouldn’t we? 

But, wait. Is TikTok the right channel for your brand? Will your target audiences spend time on TikTok? What kind of ROI (return on investment) will you get for your efforts? Perhaps it would be better to dedicate spend and resources to a wider range of channels.

The Modern Marketer  needs to be prepared and equipped for these pressures, and to be able to make good strategic decisions. They need to find a successful balance between traditional and new channels by using new tools to elevate classic marketing.

Click on the image above to find out how our Modern Marketer interactive webinar series will give your marketing department the skills needed to thrive in a fast-changing landscape – Image source: eBusiness Institute

Building the Modern Marketer

It may seem like there’s too much for the Modern Marketer to consider and do. And, if organisations don’t invest in building the capabilities of their marketing teams, many will be overwhelmed by the pace of change.

The Modern Marketer needs to be T-shaped – that is, to have a broad knowledge covering a wide range of digital tactics and a depth of knowledge about traditional methods to build a successful brand upon. They must have a data-driven mindset and a good grasp of analytics tools – and be able to combine the power of data with creativity to deliver impactful activities. 

But how can marketing departments shape marketers this way?  

Help is at hand.

Delivered by leading-edge experts, our Modern Marketer interactive webinar series offers marketers an online training framework and holistic curriculum that will enable them to upskill their capabilities and excel in this new landscape.

Our Modern Marketer  capability building program will, among other benefits, help the marketers in your teams to: 

  • define a roadmap to improve cross-discipline competence
  • develop brand positioning 
  • leverage consumer journey mapping to provide seamless consumer experience
  • use social media effectively
  • build winning content strategies
  • start using Data Analytics & AI tools to improve and optimise marketing activities.

Please contact us if you’d like to learn more about how Modern Marketer can help your marketing teams succeed in this rapidly-changing landscape.


This article was written and created by the eBusiness Institute team.

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