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Roś
Natalia Roś,
a journalist from Laba
Pivot is the word most marketing leaders would use to best describe how they’ve navigated through the challenges that have become an integral part of business a few years ago: pandemics, war, and recessions. In short, pivot is a change in strategy that isn’t accompanied by a change in the company’s vision . It’s a sign of agility and a way to respond quickly to whatever’s happening around you.
“The real skill today is understanding what is driving change that affects your customers, your team, your business and the market you thrive in,” said Rick DeLisi, vice president and senior advisor at Gartner armenia mobile phone numbers database during Marketing Symposium/Xpo® in 2020.
This is also confirmed by Sam Altman, CEO of OpenAI, who created the Chat GPT tool: "The changes that are taking place in various areas of life will be even faster. We need to learn to use the most modern tools and develop soft skills to make work more effective and qualitative."
According to analyses conducted by Gartner, if you want to make a career in marketing, you must demonstrate flexibility and an AGILE approach. This means that your priority is to acquire four key competencies that will help you enter the customer's perspective, plan for adaptation to change, make data-driven decisions and strategically optimize costs.
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Competency #1: Customer perspective
Building marketing strategies in uncertain times requires a deep understanding of exactly what a brand means to customers and stakeholders and what role marketers have to play in this puzzle . The ability to create strategies is currently one of the most important and sought-after skills in the industry.
Those who want to make a career in marketing must remember that consumer values change over time and are correlated with different stages in life . Just look at how the priorities of people who experienced life in lockdown, were part of the Black Lives Matter movement, and then got involved in the protests during the US election changed. This shows that simply segmenting target groups, setting messages and ads once is no longer enough. The brands that have achieved success are those whose marketers have learned the lesson of understanding the needs and values of their customers.
Skills:
curiosity about the world — you must have a natural desire to ask questions, be inquisitive and alert to changes;
research — you should be able to conduct qualitative and quantitative research and ask the right questions to gather insights;
listening - it's worth making it a priority to listen to customer feedback - find out what problems they encounter on a daily basis, what they like about the product or service. This requires a lot of empathy, e.g. paying attention to comments on social media, analyzing surveys and reading reports and trends and drawing conclusions.
Competency #2: Adaptive planning
Building agile, adaptive planning enables marketing to respond quickly to both opportunities and threats. Many organizations already apply agile marketing principles, but as the 2020 Gartner Marketing Organization Survey shows, it’s more about project management methodology than about how to think about planning.
To succeed in marketing, you must take a decisive step toward agile, adaptive planning so that your strategy (and your team) remain antifragile in the face of a variety of shocks and changes in the marketplace.
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Skills:
teamwork - you need to focus on developing soft skills, such as effective communication, which is crucial in distributed organizations and working with different departments;
Crisis Management - The common thread of all crises is that they strike when you least expect it. So don't assume it will never happen to you and have a crisis plan in place;
time management - multitasking is the middle name of anyone who works in marketing. At work, you deal with several projects, simultaneously improving the script for a campaign and giving comments on a new landing page. Learn to work with schedules, templates, outlines, use tools that are available online.
