The business of marketing is now fiendishly complex to master. One wrong step and brands that have taken years to build can suffer catastrophic damage. Those swaggering, sharp suits of marketers now seem an anachronism, and have instead been replaced by the savvy hipsters who “get” the finely tuned interplay between offline and online channels, algorithms, and empathy.
Once upon a time, the world of the marketer was very simple: acquire people’s attention and then shout the loudest. This approach worked well with fewer channels and longer attention spans. Today, however, we are assailed with literally hundreds if not thousands of messages every day, with algorithms that predict exactly what to serve our audiences and when.
At the root of the successful marketer is an agile mindset coupled with an ability to adapt to consumer dynamics that can switch at warp speed. By experimenting with a host of evolving tools and technologies to test and find out what motivates customers to buy certain products, a good marketing person can track the path to purchase whilst optimising the customer and brand experience.
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