Marketing training should not follow a purely academic direction but must develop a way of thinking that produces insights into the interface between buyer and seller to create unique opportunities for competitive advantage. It has largely focused on achieving academic recognition rather than on creating a unique way of thinking that examines the dynamics of the buyer / seller interface to identify sources of competitive advantage. Marketing training in the future will have to become more practically focused around a number of key requirements for marketing success.
Researching the customer
The ability to understand customer requirements and expectations is crucial to the marketing process. Marketers of the future will not rely on external agencies to deliver this essential information, but will possess the know-how to undertake their own research studies and to get their hands dirty by talking to real customers.
Creating uniqueness
The essential objective of marketing is to find a position of uniqueness in the marketplace that delivers superior customer value, whilst being hard for competitors to copy.
This represents the holy grail of marketing and requires more emphasis to be placed on training to develop a marketing mindset – a greater depth of marketing awareness and understanding to create these unique insights.
Delivering the customer experience
The link between customer satisfaction, loyalty, lifetime value and profitability is undeniable.
Marketers of the future will therefore be less closeted within marketing departments and will assume a much wider role in the organisation to ensure the required customer experience is delivered by all customer facing activities.
They will therefore require more extensive personal skills to effectively influence areas of the business that may not be under their personal control.
Exploiting the new communications media
Traditional means of marketing communications have been made obsolete by social networks energised by digital media.
Marketers of the future will be more aware of how to use such media to communicate with customers in ways they recognise and understand.
This new communications landscape requires completely new attitudes and skills to ensure these new forms of marketing messages are created and delivered.
Renewing the product and service offering
An organisation is only as good as the products and services it offers to customers. It has no other validity or purpose. The act of renewing products and services is therefore the equivalent of renewing the organisation, without which, the organisation will die.
New product development must therefore be a key element of any marketing training to develop the understanding and capability to produce exciting and compelling customer offerings to continually renew the organisation and preserve its future.
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