Marketing professionals need to adapt to the New Marketing driven by data and technology. Else, they would risk losing their relevance to this profession. These words are not dramatics.
Let us reflect on what happens when we hear or talk about marketing today. Before long the narratives would run into words such as the Big Data, artificial intelligence, the Internet of Things, marketing automation, etc. Marketing practitioners today not only have to talk and hear about these phrases constantly, but also deal and work with them on daily basis.
What’s your strength?
Obviously, these concepts do not traditionally belong to marketing. It is a challenge for marketers to take ownership of them. Marketing professionals’ strength has been in creativity, communications, and strategy. They are less comfortable working with computer codes and statistics. Likewise, marketing students tend to be more interested in Adobe Creative Cloud than SPSS, R, Python, and GitHub. Some of them still do not think they would ever need to touch them.
In a field with the ideal division of labour, statisticians and software engineers should take up the number crunching and coding jobs. But what if the labour now is about numbers and coding? Look again at those marketing buzzwords. They all require data and coding skills.
For marketers, marketing has become a contested field. The increasing adoption of and reliance on data and software skills see jobs going to statisticians, data analysts, and software coders and engineers. It does not mean that creative and communication skillsets are not essential. However, marketing job seekers have seen recruitment ads noting analytics as essential skills and software literacy as preferred ones.
Marketing today has become technology-driven. To fuel its engine, data and computing have joined creativity, communications and strategy to be the core career assets. For the marketers who are strong in the latter set of expertise, their working relationships with the number and code persons are mutual supplementary in general. But peer-to-peer competition is looming.
In this wave of the New Marketing (We do not call it digital marketing and there will be a post to explain why), marketers should consider any or all of the three suggested approaches to handle the working relationships with colleagues who possess data and coding skills: to work with them, to work like them, and to lead them.
To achieve any of these, one needs to learn how data analysts and software engineers work. Such learning will build up data analytics and software project development knowledge and skills. They can benefit multiple aspects of marketing. For example, data-driven agile marketing management, consumer understanding using data analytics, AI-assisted customer journey optimisation, new product development, automated customer relationship management, to name a few.
Building such knowledge requires a journey but is feasible within a manageable period of time. Clicademy in its next few series of posts will introduce concepts, tools and approaches that for our site visitors to learn data analytics and the New Marketing practices.
Clicademy links learning with reality. The site provides live traffic data to provide you with the first-hand analytic insights. You will need to register a membership to access the data analytics.