The 2020 Gartner Marketing Data and Analytics Survey shows that only 54% of marketing decisions are made after analyzing data . This is also due to the lack of systematic information collection, poor quality, and insufficient methodological preparation. Not every company also has access to expensive data-driven analyses.
However, for the marketing department to be able to build customer-oriented strategies, it is crucial to focus on data and properly measure the effects. Optimized operational plans and previously prepared tactics serve this purpose. This requires developing analytical skills and increasing the automation of tasks, supported by modern tools.
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Skills:
analytical thinking - numbers matter in marketing armenia mobile phone numbers database and a data-driven approach is the only way to effectively run a campaign, because only with regular analysis of indicators can you react to changes in real time. In your daily work, use various tools (e.g. Google Analytics) and develop the habit of properly formulating questions and posing theses;
using a CMS — content management systems mean thousands of possibilities for building, storing, and using content. Don't shy away from getting to know a new work environment;
Data visualization skills – having confidence in understanding the data you’re analyzing is a huge asset, especially in times when we’re flooded with information (this can help you create a clear and readable strategy).
Competency #4: Strategic Cost Optimization
Marketing operates in a time of great needs and great dreams. At the same time, budgets are likely to remain very tight for some time. That’s why programs like strategic cost optimization focus on ROI. This allows marketers to better defend certain costs and maximize the strategic value of important projects .
Marketing leaders should think of their departments’ costs as a bundle of resources . A good example is the sum of media, agency, and human capital investments that drive any campaign or project. To be successful, it’s not enough to just have a great creative idea and execution, but to create a long-term picture of the returns on each bundle of resources.
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How to align financial goals with business strategy?
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Skills:
marketing automation - marketing activities are multi-dimensional, so your priority should be to automate tasks and skillfully use customer relationship management tools;
Financial literacy – you should know how to calculate return on investment and understand what an income statement should include;
Negotiations – Whether you’re just starting out in your career or you’re already at a higher level, it always pays to be a good and, above all, effective negotiator. This includes when signing contracts or analyzing campaign budgets.
Since 2015, the ten key skills of marketing professionals have changed by as much as 50%. This result significantly exceeds the general trend in professional competences during this time, which shows how important it is to constantly improve and upgrade your skills.
In addition to all this, there are also changes in the sphere of work - the concepts of "remote", "hybrid" and ""distributed" have become commonplace. In the face of the changes that await us when tasks are delegated to artificial intelligence, the work of people in marketing may turn out to be even more strategic and based on the ability to use modern tools. All that remains is to observe, listen and learn quickly.
