Mandatory Marketing Skills 4 ‘14
from Marketing Magazine Australia 18 Dec 13 enhanced by Peter/CXO Wiz4biz
There has been an emergence of other highly sought-after skills for marketing professionals to have in their arsenal – starved Startups are looking for a balance of functional skills such as digital, shopper marketing, innovation, insights & data analysis, as well as softer skills such as leadership, consumer psychology, curiosity & courage.
1. The Storyteller: Brands have become publishers & Startups are looking for journalism-driven candidates who can deliver content across multiple platforms and in a variety of ‘voices’. Currently in demand are writers, who can deliver content for both B2B & consumer, online & social, corporate & conversational and in both short & long form. Understanding the role that digital & content marketing plays in the broader communications mix is vital for marketers who will need to be able to create content with different angles for numerous audiences.
The Art of Storytelling is about “influence”. Marketers need to “influence” internal teams to engage with the “Brand story”, just as much as they need to influence external consumers to “buy” the brand. With Social Media leading to the “personalization” of brands, it has never been more crucial for Startups (and particularly sales teams) to clearly articulate a “brand story”. Using storytelling devices such as analogies & anecdotes, can allow marketers & sales people to respond intuitively to the market, and connect to customers on an emotional level, allowing them to influence purchasing decisions.
2. The Innovator: Recognising opportunity is no longer a trait associated purely with senior leaders. Organisations are beginning to see the benefits of identifying potential in novice employees, nurturing them into great leaders for the long term. The most appealing of junior to mid-level talent for leadership development are those who demonstrate a flair for innovation, coupled with strong commercial acumen. Candidates can demand the attention of senior leaders by demonstrating how their non-traditional ways of thinking have assisted companies in the past. Ask yourself, what risks have you taken and how have they paid off?
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