Categories: Articles

The Role Of A Marketer (Yesterday And Tomorrow)

Marketing professionals don’t have it easy.

The expectation of what marketing can deliver continues to evolve. And, by evolve, I think we all know what this means: adding in more responsibilities with a lack of time and resources to make it happen. Marketing is not alone. All businesses (and all functions within the brand) are feeling this pressure.

Here’s what marketers have done and need to become:

From Brand Ambassador to Business Driver.
From shaping the brand to building growth strategies.
From advertising expenses to profit center.
From approving media plans to building strategic partnerships.
From evolving traditional media channels into digital to being a center of innovation.
From measuring advertising efficacy to controlling the entire customer experience.
From building the brand value to integrating technology and culture across all touchpoints.
From impressions, GRPs, reach and capping to driving sales growth.
From adding value to impacting revenue.
From awareness to driving results to the bottom line.
From collecting data to up-sell and cross-selling opportunities.
From advertising campaigns to go-to-market strategies.
From email blasts to marketing automation implementation, strategies and execution.
From testing creative to customer lifecyle management.
From “something viral” to launching new digital products and services.

How does your marketing stack up? How well have you nailed this? How’s your focus?

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.