The evolution of data collection will drive the marketing industry forward this year. The proper use and analysis of this information allow businesses to create more specific and targeted marketing campaigns. Professionals who will be able to transform these data pools into tools for reflection will be in great demand this year.
Our expert consultants are aimed at both employers and professionals working in the marketing sector every day. This analysis allowed us to identify the 10 key skills to adopt in 2020.
1. Have a customer vision through data
Any strategy must be based on an approach focused on customer needs. This aspect received special attention throughout 2018 and will only change in this direction in 2019. The key to success? Experts who can not only decipher, manage and understand customer needs but also use them to create a solid business strategy.
2. Calculate the ROI
Achieving a sustainable ROI remains the keystone of any business. With marketing as a strategic tool to encourage business growth, the return on investment from any marketing activity has never been greater. Budgets are carefully considered and organizations are more demanding of the marketing department. The implementation of tools will ensure the identification of key measures, their 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 the ROI
Communicating and promoting your successes to your employees will encourage all of your teams. Regardless of the size of the business, tracking ROI is crucial to ensure that marketing activities and budgets are optimized. Communicating about successes and lessons learned is an asset. With senior marketing professionals sitting on the board and attending important meetings, spreading ROI communications is essential to create a cohesive and strategic whole in the business.
4. Management of calls for tenders
For many companies, tenders are an opportunity to gain 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's 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 situations, companies are facing an uncertain market for the next two years. As a result, we are seeing an upsurge in professionals in internal communication and change communication. We see this in particular in the temporary employment market, as there is a growing need for communication entrepreneurs for specific projects, and for the deployment of new programs. Internal Communication and Change Communication professionals drive organizational strategy and convey key messages with companies to ensure top talent stays motivated, invested, and focused on price.
6. Brand management
Brand managers are responsible for the 360-degree management of a brand or a portfolio of brands. They focus on the five pillars of brand management, which is the key to an ever-changing market and increasing competition. These professionals determine the pace at which a brand evolves and the speed at which it responds to consumer demands. Ultimately, this will influence the performance of the brand and determine its success. As the remit of a brand manager extends to a wider range of specialized marketing functions, with ATL / BTL campaigns, social media and the development of new products or brands, this set of skills is essential.
7. Public Relations
In 2018, a lot of public relations campaigns saw the light of day, especially for the most regulated industries. Part of the reason could be that companies are being forced to move away from traditional direct marketing methods and need to get more creative. However, strong and profitable public relations campaigns allow companies to reach a new, more passive audience. They are also important in making the business stand out. Ultimately, it's up to the public relations professional to build the relationships that allow a brand to strengthen its engagement with journalists, influencers, and consumers.
8. Copywriting
For a long time, many organizations have been aiming for clear, compelling content that can reach their target audience. With that in mind, throughout 2018, we saw a number of companies hiring teams of project writers in an effort 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's all about creating compelling content, varying tones, and vocabulary to reach large audiences.
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-driven. The competition is strong and continues to grow, 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 about what this means in practice is essential. Clearly, good stakeholder management is the key to success.
As an international recruiter, we have a well-stocked database to take you up a notch and help you stay ahead of the pack.
To find out more about how we can help you find the best talent with the right skills, contact one of our recruitment consultants today.