Mert Bürian, Senior Marketing & eCommerce Consultant at eBusiness Institute, recently delivered a free webinar on ‘H.O.W can you become a Modern Marketer?’ as a taster for our popular ‘Modern Marketer’ capability building program – here’s a summary of this successful session.
The challenges facing Modern Marketers
Global hyperconnectivity, a rapidly changing landscape and a growing number of emerging channels means that it’s very challenging to be a ‘Modern Marketer’.
These challenges shouldn’t simply be perceived as obstacles but as great opportunities to generate amazing data-driven marketing that elevates brands to new levels[1].
It’s such an exhilarating time to be a marketer. But it could also be very easy for today’s marketers to become overwhelmed[2].
Organisations must therefore invest in upskilling Modern Marketers and building their capabilities if they are to keep up with the relentless pace and thrive in the era of digital transformation.
Such exciting tools at our disposal
We’ve never been so connected. Technology dominates our lives. We have fingertip access to pretty much everything we could need.
As consumers, we use so many brand touchpoints before making purchasing decisions, whether that be taking product recommendations from strangers on social media or being wowed by exciting interactive content on eCommerce platforms.
It won’t be long until the majority of us are comfortable with the idea of using our voices to casually research or buy products while driving or walking along a beach.
And, thanks to powerful data, today’s marketers can learn so much about their audiences and how to reach them with exactly the right messages at just the right time.
But do the marketers in your teams know how to operate in all of these exciting new channels? Or have a firm enough grasp on data to be able to use it to powerful effect?
Ignore traditional at your peril
In such a digitally connected world, it must be tempting to go ‘all in’ on digital and treat traditional strategies and tactics as things of the past.
But that would be a big mistake.
Modern Marketers need to have a good grip on traditional brand building activities like TV advertising, printed newspaper PR coverage and out of home as well as the latest social media channels. Despite what some people might tell you, traditional channels remain among the most influential and persuasive[3].
The Modern Marketer can’t afford to be a one- or two- channel specialist.
The Modern Marketer needs to be T-shaped and have broad knowledge covering a wide range of digital tactics and a depth of knowledge about traditional methods to build a successful brand upon.
He or she must think strategically and develop integrated content marketing approaches that meet and influence target audiences in the most effective channels.
A strategic marketer that can combine a data-driven mindset and creativity to deliver powerful campaigns that thrill target audiences – it almost sounds like a unicorn, doesn’t it?
But it’s absolutely not.
Creating the Modern Marketer
Modern Marketers can be shaped if organisations are willing to properly invest in upskilling their marketing teams with empowering capabilities.
Delivered through a series of interactive webinars by program leader Mert Bürian and his team, eBusiness Institute’s ‘Modern Marketer’ capability building program will – among many 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 give your marketing teams the capabilities they need to succeed in this fast-changing landscape.
This article was written and created by the eBusiness Institute team.
Learn to get ahead with H.O.W
eBusiness Institute’s H.O.W (Hands-On Workshops and Webinars) online Capability Building programs are designed to allow your company to fly solo and invent its own tomorrow.
We want to equip each function of your organisation with the practical skills and learnings required to succeed in a fast-changing world.
Our Capability Building programs rely on a fundamental motto: it’s not just what they learn, but H.O.W they learn it.
From ‘Big Data & AI’ to our ‘Modern Marketer’ and ‘Mastering Online Retailing’ series, contact us to find out more about the wide range of highly practical Capability Building programs that will give your company what it needs to create efficiencies, improve processes and maximise profit.
Sources
[1] https://triggerbee.com/blog/data-driven-marketing-examples/
[2] https://digitalmarketingmagazine.co.uk/articles/frightening-facts-for-today-s-digital-marketers/5086
[3] https://econsultancy.com/old-is-new-again-traditional-advertising-channels-outdoor-radio-boom/
