10 Crucial Skills for Marketing

The evolution of data collection will advance the marketing industry this year. The appropriate use and analysis of this information allow companies to create more specific and better-targeted marketing campaigns.

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Abdul Rehaman5 min read

Professionals who will be able to transform these pools of data into reflection tools will be in high demand this year.

The below analysis allow us to identify the 10 key skills to adopt in 2020. 

1. Having a customer vision thanks to data

Any strategy must imperatively be based on an approach focused on customer needs. This aspect was the subject of special attention throughout 2019 and will only evolve in this direction in 2020. The key to success? Experts are capable not only of deciphering, managing and understanding customer needs but also of using them to create a solid business strategy.

2. Calculate ROI

Achieving sustainable ROI remains the keystone of any business. With marketing as a strategic tool to encourage business growth, the return on investment of any marketing activity has never been more important. Budgets are studied carefully and organizations are more demanding of the marketing department. The implementation of tools will guarantee the identification of key measures, monitoring, and reporting. Professionals who have a good understanding of the parameters to work with, how to measure them and which tools to use, can bring real added value to any marketing department.

3. Communicate on ROI

Communicating and promoting your successes to your employees will encourage all of your teams. Regardless of the size of the business, it is crucial to track return on investment to ensure that marketing activities and budgets are optimized. Communicating successes and lessons learned is an asset. With senior marketing professionals sitting in management and participating in important meetings, the dissemination of ROI communications is essential to create a coherent and strategic whole in the company.

4. Management of tenders

For many companies, tenders are an opportunity to get a foothold in the organization. The contract won will be a springboard to open communication and build relationships. It will make it possible to sell more and will be able to develop long-term partnerships. Today tenders are more creative, companies stand out with documents that are more attractive to read.

5. Internal communication

Due to the current political and economic situation, companies are facing an uncertain market for the next two years. Consequently, we are seeing a resurgence of professionals in internal communication and change communication. We see this in particular in the temporary work market, because there is a growing need for communication entrepreneurs for specific projects, and for the deployment of new programs. The professionals in internal communication and change communication drive the organizational strategy and convey key messages with companies to ensure that the best talents remain motivated, invested and focused on the price.

6. Brand management

Brand managers are responsible for the 360-degree management of a brand or portfolio of brands. They focus on the five pillars of brand management, which is key to a constantly changing market and increasing competition. These professionals determine the rate at which a brand evolves and the speed at which it reacts to consumer demands. Ultimately, this will influence the performance of the brand and determine its success. As the responsibilities of a brand manager extend to a wider range of specialized marketing functions, with ATL / BTL campaigns, social networks and the development of new products or brands, this set of skills is essential.

7. Public Relations

In 2019, many public relations campaigns were launched, especially for the most regulated industries. This could be explained in part by the fact that companies are forced to move away from traditional direct marketing methods and need to become more creative. However, strong and profitable public relations campaigns allow companies to reach the new, more passive audience. They are also important for standing out from the crowd. Ultimately, it’s up to the public relations professional to build relationships that allow a brand to strengthen its engagement with journalists, influencers and consumers.

8. Copywriting

Many organizations have long aimed for clear, engaging content that can reach their target audience. With this in mind, throughout 2019, we saw a number of companies hire teams of project writers in order to refresh their content. This has been seen on multiple platforms, including websites and offline marketing materials. In the context of the digital transformation of traditional marketing, it is about creating convincing content, varying tones and vocabulary to reach a large audience. 

9. Category Management

With the kings of discount dominating the retail market, analyzing purchasing trends and streamlining Category Management has never been more important. Sellers need to optimize the use of data by category to stay competitive in ever-changing digital e-commerce where consumers are much more value-oriented. Competition is strong and growing, which means that diligent category management for manufacturers is crucial.

10. Management of relations with stakeholders

Effectively managing relationships with stakeholders facilitates cohesion within an organization. As more and more companies adopt a flexible working model, regular and effective communication on what this means in practice is essential. Clearly, good stakeholder management is a guarantee of success.

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