What are the new marketing roles?
Among all the areas that have undergone significant changes through the digital revolution we live in, Marketing may be the one that has had to abandon old practices the most. And this movement is continuous; what worked well until last year begins to be questioned now, and so it shall be for much, much longer.
No matter what segment of the market your company operates in, marketing is experiencing a revolution right now. But not all organizations are aware of it yet.
In this article, we will shed some light on the new roles of Marketing. Continue reading and understand what they are and why it is so important to pay attention to this phenomenon!
Marketing far beyond customer attraction and retention
In the last five decades, Marketing has faced and accompanied very high leaps in technology, but nothing compares to the arrival of the Internet’s overwhelming power.
Today, the world is digital and data driven. It is from this that the new marketing structure is built. Never before has there been so much predictability, analytical power and quantifiability of results.
At the strategic level, the traditional marketing functions (of planning, executing and measuring product, price, location and promotion) were also updated.
It is no longer possible to summarize the need for a marketing department simply as: “attracting and retaining customers”.
Marketing’s new role is to operate on the front lines, knowing and understanding the customer in their own context. In addition to distributing this knowledge back to other business areas.
Under this umbrella are practical functions such as:
- Making a data-oriented marketing strategy to provide intelligence at all levels of business.
- Map and analyze large volumes of behavioral data.
- Structuring campaigns at an exponential level, enhancing future sales, not just in the short term.
- Enhancing innovation in products, services, processes and new business models.
This has all generated changes across multiple mediums—organizational structure, skill requirements, talent qualification, technology, and automation.
This new scenario makes the traditional CMO a bit obsolete, paving the way for the Chief Growth Office, more oriented to expanding business as a whole.
Growth Marketing: not only selling, but boosting sales
The companies most tuned to this movement have designed Growth Marketing strategies, which bring together a series of marketing-oriented experiments and tests aimed at exponentiality.
In the Approach to Growth Marketing, professionals make decisions that are based 100% on data.
They also look for innovative ways to drive user acquisition, keeping clients involved, retaining them, and ultimately, turning them into spokespeople for the brand.
In other words, growth marketing professionals are master experimenters at all stages of the funnel.
They work closely with the entire company to get the best insights. They are under the leadership of the Chief Growth Office, whose performance goes beyond the walls of Marketing.
Customer Study: The Strong Currency of “New Marketing”
The “New Marketing”, which is actually an evolution, has an asset up its sleeve: the in-depth study of the client.
This is accomplished through the use of new technology, methods, and above all else: data to go beyond what is observed empirically or declared in market research.
By accessing sources such as Big Data and Business Intelligence, Marketing professionals achieve a deep level of customer knowledge – they can create profiles and analyze the target audience at an almost unconscious level.
Freud explains that the human being has subconscious dimensions; these layers are revealed, or can be read in internet search habits, interactions on social networks and so on.
To get an idea of the power of data: marketing professionals who guide their actions with data achieve results that can be 5 times higher than ROI.
Build a team to follow this new juncture in marketing
Another point that deserves to be highlighted within the new marketing roles is the team. As we’ve already said, the CMO is now replaced by the CGO. Therefore, you need to rearrange the board at the analytical and operational levels as well.
Check out the main skills you need to evaluate when building a team prepared to handle data-driven Marketing and Growth Marketing.
The days of making decisions based on instinct are over. The same goes for decision-making based solely on the use of the HiPPO strategy (“the highest paid person’s opinion”).
The modern growing trader dives deep into the data to find out which strategies are working and feels comfortable using all the analytical tools at their disposal.
It seems like a common thing, but the best professionals in “new marketing” are really willing to think creatively. They never say “this has never been done before, so why try?”
Without this, Airbnb would never have had the idea of providing free professional photography services to all people listed on its platform.
What some thought was crazy or unnecessary, came from an employee’s suggestion; and turned out to be a fantastic mechanism to boost its growth.
A Growth Marketing professional needs to know how to get around in every position —and know who to turn to when he doesn’t master a skill.
On any given day, he can create a video, optimize the copy of an ad, implement a new A/B test, or even code. The more and varied the skill set, the more they can add value to the organization.
Finally, any and all marketing professionals who seek to be competitive should be “tech friendly”.
This does not mean that an advertiser needs to know a system technically, but he must know the existence of the application, what purpose it serves, how to operate it, to whom to turn to in order to learn more.