Marketers, move towards better!
“Non sunt multiplicanda entia sine necessitate” has always been the motto that guides me not to indulge in the tedious and complicated life. Therefore, at the beginning of the semester, I firmly believed that as marketers, our work should also be simplified. After marketers understand the core needs of customers, they only need to provide the most suitable products/services to solve customer pain points and complete marketing in the most effective way. But now I feel that this idea is too cold and thin. Therefore, at this moment my opinion of marketing has changed.
I think good marketing should continue to increase the connotation of services, continue to dig deeper into the needs of customers and the industry, and provide as many value-added services as possible with diversified marketing methods, so that marketing has more depth and breadth. They can also be more specifically expressed in the following aspects.
1. Although traditional marketing factors such as 4Ps are still very important, in this era, other elements relying on technology have also become more and more important, such as AI, VR, and big data. Therefore, marketers should make better use of them to provide customers with better services and at the same time make their work more fulfilling.
2. Customer relationship and the tribe are very important. Therefore, the customer-centric concept is still valid. Marketers can learn from the success of the loyalty programs of outstanding companies such as Apple and Starbucks to continuously improve their ability to maintain customers.
3. Pay more attention to market segments and social media under new technologies. As millennials and Generation Z increasingly become the main buying force, marketers should also pay more attention to their purchase model and continue to increase their influence in their purchase journey. The understanding of market segments or people in a tribe will make marketing easier. And through social media, marketers can more easily understand their customers and their needs.
4. Focus on the value of “person”. The “person” I am talking about here includes every individual participating in the market. It can be marketers. Their judgments on marketing based on experience and understanding of human emotions reflect human thinking and human values. The “person” can also be consumers, their purchases, and their influence in the crowd. They may even become KOLs, influencing more leads. With their influence, the reputation of the brand is constantly being accumulated, which will help marketing continue to be optimized.
No one expects to incur challenges in your career as a marketer. However, the cruel reality is that no one can avoid this situation.
Although the pandemic has brought great harm to mankind, it has also triggered changes in consumption and marketing. More and more autonomous delivery robots have appeared on the streets of New York, and driverless trucks have appeared on the streets of Wuhan. mRNA vaccines have brought new hope to mankind, and online purchases have become an important channel for consumption. In the past, apart from convenience stores, few stores provide 24/7 service. Today, it is hard to imagine Amazon will announce that it will only be open at a fixed time.
Therefore, I hope that in my career can experience the most technological changes and the marketing changes that result from it. As an individual with a limited life, I hope to see human beings go as far as possible. This will be a very attractive thing. With technological changes, the products, services, and marketing that marketers can provide to customers will inevitably change accordingly. It may be that marketers are required to market a brand-new service or product, and they will even adopt subversive marketing models, and even AI marketers will participate in the competition with marketers.
At the same time, I also hope that no matter how many challenges we have to meet, marketers will be able to strip off the complex cover of things and realize that this is fundamentally human activity, so they must have sufficient empathy ability. Don’t let performance be the only goal, but put care for humans into it.
