Mumbai: As technology advances, content evolves, that has an impact on marketing, you must prioritize skill development. What has remained constant through time is the need to tell stories and for businesses to manage their images and communications. What continues to evolve is how, what, and where the stories are shared. The internet provided a way for quick, two-way communication. This changed the balance of power and altered the role of the audience, as well as the role and duties of marketing specialists. The work of marketing professionals has expanded beyond proposing stories and regularly monitoring stories to finding ways to inspire the general population to create their own tales and employing a variety of these formats to develop and pitch stories while being prepared with a crisis communication strategy in the case of an unfavourable public response. Both technology and marketing tactics are constantly evolving.
Today’s marketing experts are digital multi-hyphenates with a diversified skill set. The list of desirable abilities includes an understanding of SEO, influencer marketing, social media campaigns, link building, and trendy topics. In a culture where virality and a never-ending news cycle are part of daily life, the need for specialists with diverse skills is equally important. Customers still hold their favourite brands and companies responsible for social and political concerns. To keep a good relationship with their consumers, marketing teams need to move swiftly and wisely. Increasing online interaction, obtaining backlinks, and seeing content possibilities are all part of the process of developing a favourable public image today. The internet and social media are essential tools for connection, brand management, and storytelling.
Let’s have a look at the shifting skillset required of today’s marketing pros to excel in today’s world:
1. Marketing skills
Marketing is not the same thing, but they are becoming more coordinated and have a lot more overlap than previously. Paid, earned, and owned media are all principles of marketing. Professionals have started connecting the dots when it comes to implementing a coordinated strategy that uses all three. It gives you a whole new degree of control when you combine the three. It is now up to marketing professionals to take these strategies and add their own abilities to them. Marketing has developed a way to break through the clutter, resulting in a blurring of the lines.
2. Audio-visual media and Flexibility
Audio-visual assets and graphics are vital for making marketing content stand out in a crowded stream. Video is the media that is most likely (62%) to be completely absorbed rather than scanned or skipped. Multimedia articles and social media updates are also prominent on that list. Understanding that new technology is coming to the sector demands flexibility. Accepting that processes will change and adjusting to them is what it is all about. It seems reasonable that a marketing practitioner should strive to acquire these abilities. Nowadays, posting a content online and hope that people will click is tough. Videos encourage engagement and interest; therefore, they should be a routine aspect of your content generation in the future.
3. Planning and Problem solving (crisis management)
With social media being so quick and noisy, reputation management is essential. It is challenging to avoid problems using social media. The marketing specialist will be the point of contact for this. It is just as crucial to learn from unsuccessful campaigns as it is to double down on successful campaigns. As important as data is to the success of any campaign, there must also be an element of problem-solving. Being innovative and problem-solving-oriented will be essential for future marketing. News travels quickly, and our actions will either serve as a good or bad catalyst. Keeping our cool during a crisis is essential, which is why preparation is essential.
4. Leadership and Teamwork
Leadership is about analysing facts and determining where things should go. So, when the management team needs a credible perspective and a strategy, you must be able to lead. As the roles in marketing combine, teamwork is as important to being a leader. Different jobs in marketing are assigned to various persons, including those involving data and analytics, creative ideas, and message. Collaboration makes ensuring that no opportunities are lost if campaigns are misplaced.
The four important skills mentioned above can assist marketing professionals in developing them in their jobs. While the fundamental skills of marketing will not change, the media industry has been evolving and will continue to evolve, so the role of a marketing professional will also evolve. The finest marketing professionals are agile, flexible, and always learning and developing new abilities.
The author of this article is Scenic Communication co-founder Anindita Gupta.
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