Marketing 4.0 (2018)
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The document discusses the evolving roles of modern marketers. A full-stack marketer is described as being multi-skilled across marketing disciplines from SEO to design, with practical working knowledge rather than just understanding. They are suited to start-ups where broad skills are needed. A T-shaped marketer has both broad and deep skills in one area, while a Pi-shaped marketer balances creativity with data-driven skills. A growth hacker is focused on scalable growth through unique growth strategies and testing/evolving proven techniques. The future of marketing requires understanding how creativity and analytics combine to increase performance.
Marketing 4.0 (2018)
- 2. New Age Marketing 4.0 • As digital Marketing ( and Marketing in general) , continues to evolve , so does the thinking associated with that what makes a modern Marketer ? • There are some new terms associated with modern marketing such as – T shaped marketing, Pi shaped marketing, Growth hacking and Ninja Rockstar !
- 3. Whilst some may use specialists to work on each element of the stack, the full-stack developer has an appreciation for how the entire process works and as a result has a flexibility and ability to adapt to different situations and projects. Full-stack marketer is multi-skilled and can work across a range of marketing disciplines, from SEO to UX and design Full-stack marketer excels through action, i.e. they have practical working knowledge, not just an understanding, meaning they are at home editing PSDs one minute and optimizing a website for search the next and always pushing to learn and adapt. This breadth of skill enables them to challenge those around them to drive for growth and more importantly get stuff done!
- 4. full-stack marketer fits best within start-ups and small companies, businesses where broad, rather than specific, skills are required An effective full-stack marketer has a natural entrepreneurial drive and the ability to take responsibility for growth As companies look to grow, they require individuals with initiative, spirit and the capacity to see a project through from start to finish.
- 5. T-shaped marketer A broad set of knowledge and skills but with a deep specialism in a particular area The vertical bar on the T represents the depth of related skills and expertise in a single field Whereas the horizontal bar is the ability to collaborate across disciplines with experts in other areas and to apply knowledge in areas of expertise other than one’s own. Pi-shaped marketer two-pronged approach which balances traditional creativity with a more data- driven focus the two prongs represent the “left brained and right brained” aspects where the brand-experiential-emotional side of marketing meets the analytical- quantitative-technology side
- 8. • The more that you’re exposed to big data and analytics, the more you realize there are irrational things which drive human behavior. Things like brands, weather, emotions, feelings, recommendations and stories are all still extremely powerful things in motivating and changing human behavior. • Today’s pi-shaped marketer needs to be good at both, and that’s asking quite a lot, but I think it is possible. • Apple, for example, understands the importance of the technical capability and the importance of design and beauty. • Furthermore, we’re starting to see these two sides combined in both organizational structures and titles (CMO becomes CTO and the other way around) and also in the creation of in hybrid roles such as the chief digital officer.
- 9. New Employee 1 yr 2 yr 3 yr
- 10. A growth hacker is a person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth •An ability to take responsibility for growth and an entrepreneurial drive. The right growth hacker will have a burning desire to connect your target market with your must have solution 2 1 •They must have the creativity to figure out unique ways of driving growth in addition to testing/evolving the techniques proven by other companies. 3
- 11. • To be a really good marketer in the future, you need to understand not only the art of the possible but how creativity and analytics combined apply to increase marketing performance.
- 12. Thank You !