Marketing in a Rapidly Changing World: How to Stay Ahead

Marketing just can’t catch a break. Budget cuts, data privacy changes, new hot channels like TikTok (which might disappear overnight) and now generative AI. Marketing is never dull. You never know what is around the corner, but it will likely be exciting. This article looks at how marketing teams need to think ahead and design a future-friendly version of themselves in order to stay ahead of the curve.

The first step is to ‘breathe’. When things change rapidly in marketing, it’s important to take a step back, think systematically and not make decisions out of fear or panic. As an example, airlines that avoided layoffs during the pandemic were able to rebound quickly when demand returned.

The second step is to be ruthless about value. Marketing teams need to think about what they are actually producing for the business and how it helps the customer buy. It’s not just about writing funny social media posts or designing landing pages. It’s about educating the customer, helping them make a decision and reinforcing the positive elements of the purchase.

The third step is to identify timeless skills. We may overestimate the rate and depth of change, and there are some things that never go out of style. Customer experience, listening, branding and a value mindset are all essential skills that will be in demand in the future.

Ultimately, marketing will never go away because we as humans love to buy things. The challenge is to see the people behind the pixels and to think deeply about the big picture. With the right attitude and skills, marketing teams can remain relevant and continue to be a partner in driving revenue.

Originally reported by Martech: https://martech.org/designing-the-marketing-team-of-the-future/
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