Marketing today suffers from tactification and oversimplification, with a result of giving emphasis only in communication which is just 8% of the marketing process.
We live in a time where marketing could not be more important.
Huge changes in the economy and consumer behaviour require brands and companies to adapt to new realities that often result changes in their model, in the way product is being distributed and even in the identity of the product itself.
Consumers are more aware of the environment, they follow ethical markets, their attention is transferred from the product to the experience while at the same time the buying process is a blendof digital and physical contact points.
These challenges could and should be the responsibility of a marketer in the organisation. However, recent research shows that the position of CMO (Chief Marketing Officer) is being sidelined as 80% of CEOs do not trust or are unimpressed by their marketers.
This is due to the existential crisis that the marketer is experiencing today, whether he should deal with the detail of the tactic and therefore immerse himself in all the "new tools" or whether they should remain faithful to the holy grail of marketing strategy which is segmentation - targeting - positioning.
Unfortunately, in most cases the former prevails.
For this reason the 4Ps of the company have been separated from the marketing process and the marketer tries with all their might to support his work through the only visible P called Promotion.
Marketing today suffers from a tendency of oversimplification, tacticification and emphasis only in communications which constitutes only to 8% of the marketing process. With a multitude of prominent titles such as digital marketing, artificial intelligence marketing, content marketing, email marketing, programmatic marketing, mobile marketing, influencer marketing and many more we lose meaning where the core for our business should be the consumer. This results being unable to prove what marketing has to offer to brands and the economy in general.
But what is its next day and destiny of the marketer?
Simply put, win their place again in their board meeting.
By learning how to build products, setting guidelines, choosing what to target and not target, positioning brands and being the eyes and ears of the consumer within the company.
To bring back marketers to the forefront we need to begin seeing the marketers role as a manager that a specialist. To empower their position by injecting basic marketing management principles into the futuristic marketing process.
The next generation of marketers should be in position to know and understand the general spectrum of strategy and the specialised need for translating data and tech into opportunity.
Marketing is a beautiful craft combining technology, science and creativity. The good marketer of the future loves to learn and becomes involved from head-to-toe.
No operations department can replace the capability of marketers of positioning the product effectively.
No CFO can set down the right pricing structures that hit trigger buyers emotional hot buttons.
No CEO can decide growth of their brand without being emotionally biased.
No matter how many changes occur, no one can replace that beautiful brain that is broken in such a way that can work both analytically and creatively.
So how do we achieve putting marketers to the forefront again?
By learning to learn for the lifelong!