What makes a good marketer?

A good marketer is someone who can envision both the short and long term goals on equal footing, it is someone who can shift gears with ease from being data-driven and analytical to being a crusader of building a long-term brand DNA.

Today’s marketer is someone who loves to crunch data and is on a constant war footing to marshal the marketing tools for achieving business objectives.

The advent of multiple measurement tools has made the job of a marketer super exciting, as more relevant data points are being collected it enables the marketer to plan more effectively. A marketer today has to display a high level of curiosity and willingness to learn every day than ever before.
Where do you think Marketing is headed?
Marketing is undergoing a tectonic shift. From traditional brand pull school of marketing, it has now drifted and is moving towards very personalised and digital high touch.
With each passing day, more and more tools are coming to aid companies in their rigorous pursuits to be relevant in an omnichannel world.
Specifically, in the Indian context where a large chunk of millennials form a major part of the new consumer base, the brands have a task in hand to be relevant and engaging.
In urban and metropolitan areas we are witnessing a trend where consumers are willing to experiment, this has lead to the dilution of brand loyalty among a multitude of brands. It is now up to the brands to be proactive and engaging with the consumers.
With social media rapidly becoming the mainstay channel for brand engagement and revenue generation, marketing is surely moving towards a 24/7 mentality. In a sense, Marketing used to be an assembly line and now it has become more like a trading room that responds to the ebbs and flows of the market as they occur.
The advent of tools which are based on predictive marketing and AI will strengthen and evolve Marketing from being just data driven to more technology driven.
How does one use technology to further their sales?
With the onset of various CRM-based marketing tools, the role of technology in driving sales has increased multifold. In fact, it is hard to imagine a successful organisation without an integrated Marketing and Sales CRM in play.
With the help of CRM marketing tools, organisations are now in a position to effectively monitor campaigns and with these tools capturing more relevant data points campaigns can be fine-tuned on real time basis.
This becomes even more critical in B2B scenarios where 80% of customised proposals meant just edit of organisation name and person, now with technology offering broader insights, organisations leveraging right tools can be far more effective by sending a proposal which in real terms is customised to customer’s pain areas.
Technology is helping companies to create large pools of customer databases with the help of Permission marketing tools. Such databases will become an asset for organisations and help differentiate from competition.
How does a company succeed in being high tech and high touch?
John Naisbitt in his book, “Megatrends” stated – the more “high tech” humans have, the more “high touch” humans want. Well, there cannot be a better time where organisations can be truly high-tech along with achieving the goal of being high touch.
With data becoming the backbone of various marketing tools it is technology that is playing the role of enabler in reaching out to the customers in the way each one of them prefers to, today the companies are better placed to offer a personal touch to a large base of consumers by effectively implementing technology-based tools.
A technology that you foresee as being useful to a marketer of the future?
I believe technologies based on AI will play a bigger role in the future and help in evolving a new generation of predictive marketing tools.
Companies are looking at cognitive tools, AI based on machine learning to predict customer behaviour: like patterns, taste, preferences, types of engagement, assessing contents that have a high call for action ratio, peer circle assessment on similar parameters etc to comprehensively understand customers.
Put simply, predictive analytics will give marketers the ability to start making decisions based on customer behaviour and its impact on marketing and customer acquisition strategy, instead of relying solely on historical analysis.
Predictive analytics will become the bedrock on which marketers would start building their activities.

Profile: Abhinav Kaushal is  Chief Mentor at apnaghar.co.inIndustry veteran with over 15 yrs. of experience in leadership & management roles. He is a Startup Guy – entrenched in the Startup bandwagon of India, and part of the ecosystem puzzle that is emerging.He loves working with entrepreneurs to solve challenging problems. Currently he is engrossed in building an online architectural marketplace. Prior to this Abhinav was Head – Marketing & Strategic Initiative with Bangalore based funtoot ( Edu-tech based on A.I). In the past he has held leadership positions with IndiaMart and HDFC Bank. He is alumnus of IMT Ghaziabad.

In his free time he loves reading, apart from this he is also an avid traveler.

You can stay in touch through his LinkedIn profile.

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