I’m pretty new to the marketing industry, whenever I start a new job I do a full on deep dive into the industry. This helps me understand what matters to our users and helps me advocate for quality products on their behalf. I’ve recently started a new job in an email marketing company called Campaign Monitor as a Quality Coach. Before starting this job I knew nothing about marketing. I feel like I’ve gotten myself up to speed now. One thing I’ve noticed that is growing in marketing is people talking about value adding marketing.
Now fundamentally marketing is about selling more product, it’s just part of the capitalistic world we live in. However the decent marketers are talking about value adding, they might not be calling it that but it’s amazing how well “being a decent person” can be for marketing.
Unfortunately Marketers and Sales People have a bit of a reputation for being a bit “fake”, non genuine and money oriented. I guess you kind of have to be inclined that way to survive in this industry. Good marketers seem to be focusing on keeping leads warm, generating content that connects with users and monitoring engagement. If a lead is showing potential it might be a good time to call. There are a lot of tools out there that help support this, especially around the monitoring/measuring.
My future predictor for marketing; in light of the data breach with facebook and Cambridge Analytics (article) I think ethics in marketing is going to be a big conversation soon. In stead of “how can I monitor engagement around X campaign”, I think marketers should be asking themselves “should I monitor this?”.
To anyone who is thinking about big data in their marketing, have a read of “weapons of math destruction, how big data increases inequality“.
Marketing seems to be an industry full of lots of change but I think the marketers who continue to add value will be the ones who continue to survive. The tools will change but the goal will remain the same.