Key Marketing Roles and Responsibilities

The marketing landscape is usually changing – meaning that marketing teams got to adapt to stay up. Over the past several years, we've seen advances in technology and evolutions in consumer expectations that have radically changed how marketing teams approach campaigns - from leveraging geo-targeting, to making custom apps, and emphasizing brand values over product features to succeed in younger demographics.

The new decade promises to continue this trend. As consumer demands and technology shift, so will marketing roles across analysts, CMOs, and agencies. So as to achieve success , organizations must remember of those expectations and adjust their strategy to satisfy new needs.

The Top Changes Marketers Face in 2020

In 2020, the key changes will revolve around shifting expectations and responsibilities across several important players. To maximise marketing ROI in the New Year , consider the following:

Consumer Preferences and Expectations are Changing

In recent years, marketing teams have focused on individuals. While this may still be important for reaching consumers on preferred devices/channels and getting them to interact , Forrester predicts that getting into 2020 and therefore the new decade, consumers will elect to interact with brands and digital experiences that make them a neighborhood of a similarly minded group.

According to Forrester, this may cause the necessity to make “digitally-enabled group experiences” that make consumers desire they're a neighborhood of something, instead of isolated within a brand. This is often because today’s consumers are more likely to interact in group experiences and closed online groups that are aligned with their values. With this in mind, marketing teams should seek to make experiences for groups that align with their own brand values, and people of their audience .

A key a neighborhood of this is often creating experiences that allow consumers to be a part of the brand and merchandise , instead of just recipients of it. For instance, the footwear brand TOMS became famous for their “buy one give one” model, where for each purchased pair of shoes, another pair was donated to children in need. However, now, they're updating their model, allowing consumers who purchase to donate to a explanation for their choice, be it women’s rights, psychological state awareness, an area non-profit, and more. This enables customers to feel a neighborhood of something greater with a brand and consumer base whose values align with their own.

Analysts to be Trained in Data Science

Marketing teams seek to reinforce data science, market insights, and analytical capabilities within their organizations. However, many are struggling to seek out the proper talent to shut these skill gaps. Organizations are collecting more data than ever, giving them immense opportunity to know and cater messaging to customers. However, this is often only possible if the team has the analytical skills required to form sense of this data.

To overcome the talents shortage, marketing teams will work to spot existing employees with analytical backgrounds and train them in these skills to develop talent in house. This may require developing roadmaps for those with specific analytics skill sets. These employees will then be ready to assist in optimizing campaigns through by distilling, analyzing, and extracting strategic insights from predictive analytics.

CMOs got to Solidify Customer-Obsessed Strategies

There has been a disconnect within the past decade between CMOs who specialise in brand building, and people who specialise in data and analytics. While both of those strategies are alleged to be driven by creating unparalleled customer experiences, many organizations have fallen short. Going into 2020, CMOs must specialise in strategies that put the customer first. This suggests having a view into development , sales, customer service, and in fact marketing, to make sure consistency across customers engagements is being realized. This broader reach will help CMOs maintain control over the lines of business that impact customer experience but don't necessarily fall into the marketing umbrella to make sure positive engagements. This may remove any disconnect that exists between brand values and business operations.

Additionally, CMOs must become more careful with how they invest in technology. Instead of blindly investing within the newest, trending technology, they ought to specialise in tools that allow them to form the foremost of the channels they're already leveraging. Optimizing how they use social, digital, and offline channels, will prove more valuable than additional investments.

Agencies to Leverage New Processes and Technology

As CMOs demand more integration across customer experiences, Forrester predicts that agencies will need to update their current processes and make greater use of selling technology. Leveraging AI and automation will allow agencies to streamline workflows allowing greater productivity and outputs.

Furthermore, agencies will got to update their approach to creative campaigns – specifically, to specialise in incorporating data and technology into creative decisions. Leveraging tech-driven data platforms will offer creative agencies insight into consumer preferences surrounding messaging and imagery, which may then inform copy and visuals for greater impact and conversions.

Final Thoughts

The channels and tools utilized in marketing, also as consumer expectations, are constantly changing. As a result, the responsibilities and priorities of selling teams must change with them. Going into 2020, keep these trends in mind to make sure continued success across your marketing team.

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