A technology emphasis in marketing creates a new skillset requirement for marketing professionals.
Marketing jobs vary by industry, company type and size and marketing activities. The Cypress Intitute of Marketing points out, though, that commonalities exist in marketing careers, including the reality that you are trying to identify potential target markets for your company and communicate messages that will impact your demographic. Your job is to help market the products and services your company offers in a way that conveys benefits required by your marketplace.
Analytical Tools
In his article "5 New Skills for the Future of Marketing" on the Chief Marketing Technologist website, Scott Brinker notes analytical pattern recognition first among emerging marketing skills desired by companies. He discusses the importance of familiarity with analytical tracking tools and the ability to recognizes patterns and trends with accurage. Customer relationship management (CRM) tools use database technology to enhance customer relationships and targeted marketing campaigns. Brinker says marketing professionals in the 21st century need to have the ability to make sense of data collection and be able to analyze and intepret what customer data means. This aids in target market identification and segmentation, and leads to more efficient marketing campaigns.
Direct Marketing
Direct marketing is an interactive system of marketing in which marketers engage customers in ongoing marketing exchanges. Carlos Hidalgo includes direct marketing skills in his Marketing Profs Daily Fix article "5 Skills Marketing Employees Must Have". With programs like CRM and others that emphasize business and customer relationships, marketing professionals must actively engage customers. This is different from more traditional marketing and advertising in which flashy, conceptual and creative efforts were positioned in the market and companies hoped customers responded. Now, you have to actively communicate your message directly to customers and get them to respond whether the response is good (buy), bad (don't buy), or ugly (offer negative feedback).
Research and Curiosity
Marketing research has long been a component of the marketing process. With new emphasis on database technology and customer market analysis, marketers with high level research skills and a curiosity to understand markets are valuable. Brinker likens 21st century marketing to a science lab. You have to work together "experiments" to try to better understand your market segment, be open to unplanned results, and use resources to implement appropriate marketing efforts to follow your tests. Marketing professionals need to be imaginative and open-minded in order to explore new, unchartered tactics to communicate benefits to markets.
