What’s next in marketing, according to marketers database ranking

“I doubt you’d get into Google if you didn’t believe technology is changing the world. So the best skill for marketers is an open learning attitude. Test and challenge. Positively. The second key skill is an understanding that data is power when collected and used appropriately. Add entrepreneurial flair and you’ll probably be running your own show!” Jessie Willson

“We have seen a huge increase in the amount of content being produced over the past few years but, with the changes to Google SEO, I am hoping we will see in increase in the quality of that content. Pushing out three pieces of mediocre content a week and optimizing those keywords, then re-publishing the same pieces 20 times a week through social platforms is no longer going to be enough. That’s a great thing!

“With GDPR, everyone’s inboxes should start to look a bit clearer from spam too.


The number of leads going to sales may be fewer, but the quality of these leads is going to be of a much higher quality. These leads will be people who’ve done their research and marketing teams will need to be prepared with some great content to answer questions and guide these leads the rest of the way.

“Focus will be on getting those inbound leads, I think marketing efforts are going to be far more focused on social campaigns with the inclusion of high-quality video rather than intrusive email marketing. Marketing teams are going to have to start being far more strategic to produce original, educational and captivating content. Video content has been growing steadily but I think we are about to see it explode onto social.

“Marketers are going to have to start listening more for social lead generation. Prospects are already sharing their needs, pain points and experiences on social media. You need to join conversations and start them where they are happening. Social platforms have the greatest pool of free leads out there and marketing can utilise that.

“It’s not news: digital technology has considerably impacted marketing. It has completely changed the way customers interact with brands. Marketers are used to disruption, adapting to constantly changing customer behavior and new technology developments.

“The B2B digital marketing is transitioning from reactive to a proactive, driving mode. Marketing is shifting from grabbing the attention of a potential customer at a particular touch-point in their journey, to having meaningful interactions and online relationships with customers.

“With all the technological advancements, such as multi-platform experience and interactive content, it’s getting more and more difficult to surprise the audience. Sending emails to your contact database with content to nurture the journey is not enough anymore. Changing the display messaging in online advertising in response to clients’ signals and behavior is good but soon won’t be enough.

“In B2B, you can talk to people for a long time, move them from one stage to another in your funnel, have them engaged and still not get sales. Not because they don’t like your company, not because they are shy. But because the proposition isn’t actually what they want at that particular time.

“There is going to be a lot more pressure on digital marketers to play a bigger role in generating new revenue for businesses, irrespective of its type. With greater accountability for results, marketers will need to demonstrate to potential customers that they know and understand their pain points, can come up with even more RELEVANT and TIMELY propositions to help solve problems straight away, and target the right audience effectively with a mix of available marketing tools and technology.

“Staying on the curve with digital hype, marketers nowadays have to be dynamic in dealing with rapid changes in their everyday job: move with internet speed, be insightful with analytics, digital advertising, SEO, social marketing, content marketing, have at least basic technical skills.

“Having a broader knowledge of business generally, a better understanding of business functions, such as operations, finance, sales, and the way they all fit together, is crucial for marketing. Understanding the way business operates and having customer and market insights available, it’s much easier to spot an opportunity, develop an idea that helps produce new clients, integrate it, and maybe even disrupt business as usual.

“If the train companies in the Unites States had thought about themselves as transport companies, not as train companies, they would probably have branched out into flying planes. They simply didn’t see themselves as transport companies, and that was a huge missed opportunity.” Kiran Kapur

“It’s a great opportunity for businesses to understand and engage with their customers. In the near future, data will be collected and managed electronically through data capture apps – which integrate with CRMs. Traditional methods (pen and paper) and multi-devices could become a thing of the past.

“I think the most important new skill marketers could adopt or do more of is knowledge sharing and connecting with other marketers. LinkedIn provides a great platform for this to happen but there is a need for more opportunities to connect and share ideas.

“I don’t need a new pair of running shoes. However, I see an inspirational video for running shoes on Facebook. A few days later, I Google some research on the brand. A few days after that I’m served display re-targeting ads. A week later I go to a store and buy the shoes.

“Yes, we have ecommerce tracking. Yes, we have website-to-call tracking. Few, dare I say any, brands have properly tracked the online to the in-store journey. Digital marketing is driving demand across numerous industries, and we are failing to prove that to the stakeholders in charge of the purse strings.

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