Marketing in an era of online/social media and offline ‘IRL’ (In Real Life) commerce has become extraordinarily complicated. So much so that one Chief Marketing Officer, Josh Golden (of marketing strategy and management services firm Quad), has identified several unfortunate trends that can render it less effective.
Writing in Forbes, he points to the widespread fallacy of treating online and IRL marketing as unconnected realms when they are deeply intertwined in most people’s lives. And he sees the tendency toward marketing “disaggregation” – splitting it up into different specialisms like strategy, creative, media, and production, each catered for by different firms – as an expensive and inefficient error of judgment (most modern companies want integrated aggregated marketing services from the same provider).
All of which is to convey an obvious truth: to deliver genuine value, contemporary marketing has to keep up with the dizzying pace of technological innovation and digital media, plus its interconnections with the infinitely intricate “Real Life” world of high streets and hospitals, automobiles and adventure holidays, healthy diets and hotel bookings.
The fact is that contemporary large-scale corporations with an international footprint and big organizations, whether governmental or non-governmental, rely on effective marketing to reach far-flung customers and clients to prosper and survive. All of which require specialized knowledge and expertise covering a multiplicity of marketing channels and fields of intervention.
Here’s a quick guide to the key areas of marketing today – and the expertise needed to preside over them effectively.
The key areas of marketing
Marketing experts are in demand in a multitude of human endeavors. And that means they’re required to bring to the table an in-depth understanding of tried-and-tested methods and established theories for effective marketing: knowledge they must be able to deploy across a profusion of different kinds of organizations, … Read more