As digital delivery continues to transform and disrupt business models the marketing industry is more complex and diverse than ever before. As a result of this, the role of senior marketers is ever-evolving too, with professional marketing now needing to drive meaningful change and business growth. Whereas years ago professional development may have focused mostly on marketing theory and how to interpret data, now marketers need to develop a much wider range of business skills if they want to keep pace and thrive in top leadership positions.
With the vast amount of digital channels now available to businesses, strategy holds a much more important role in the day-to-day responsibilities of a senior marketer. In order to navigate through and deliver successful marketing on the available platforms, senior marketers need to be guided by an effective strategy, which will steer them to the right channels, ensuring they are reaching the right audiences. Marketers, and those working alongside them need to have a solid understanding of how marketing feeds into the wider picture of overall business growth beyond merely communicating messages. Successful marketers should have the ability to step back from technical details, to understand the motivations behind customer decisions and then be able to devise and implement a marketing approach that will reach and engage them.
The rise of technology and big data has also resulted in increased expectation on marketing professionals to become more digitally savvy than ever before. This has led to a shift in focus in marketing training from fundamental theory to teaching specialist channel skills. However, businesses are not just looking for their marketers to be creative, interpret analytics and successfully operate in a digital world. They more critically need them to lead change, manage people and projects, and have the skills and ability to collaborate, innovate and influence across the business – no matter how challenging the climate.
Senior marketers need professional development which offers the knowledge, skills and confidence they'll need to thrive - not only in relation to modern marketing challenges such as personalisation, digital and data - but also around building the fundamental business and strategic skills which marketers need to prosper in forward thinking, customer orientated organisations across all sectors.
By Maria Heckel, marketing director at the Chartered Institute of Marketing
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