In a competitive market, marketing innovations are triggered by customer needs. Customer needs are not always simple but most times they are really tricky. To grab customer attention, to create customer interest and to display the best interest of the company’s business attributes, it is crucial for a marketer to have a clear view of what constitutes modern marketing. For modernizing marketing capabilities, a full suite of changes have to be embraced with utmost clarity and commitment.
Social standstill due to the pandemic has created a new arena where modern marketers adapt with their innovative strategies. A marketer’s thought process resonates around the intersection of all business driving forces. In a period when online shopping hits unprecedented intensity, let us talk about the mindsets, the real foundation, required for a modern marketer.
Unifier Mindset
A marketing leader having a “unifier” mindset adopts the language and mindset of the C-suite executives, which foster robust and collaborative partnership . Essence of being a unifier CMO is to align with the CEO for the growth agenda, to adopt the mindset of a CFO, to collaborate with CTO to unlock the power of data and to team up with CHRO for a productive talent hunt. A team led by this CMO strategically helps to meet the needs and ensure that all peers understand marketing’s clearly defined role. Each member of the marketing team will not find any distinction between company strategy and marketing strategy.
Customer-centric Mindset
Acquiring a customer centric mindset is the pragmatic and intelligent approach for a marketer. The key to a better customer experience is making the team think like their customers. Main challenges to achieve customer centricity involve rationally selecting the elements such as; the design, customer pain-points, and unmet needs, along with the scale to which each element is to be considered at various levels. Insights about customer needs and experiences are realized through deep digging processes in customer segments. Efficient customer segmentation is another challenge which requires specific talent, that is not merely reading the desire of the customer, but it is a broader concept which acts as the primary catalyst for change in the whole organization. Focus should be on creating a customer-centric vision and its successful adoption.
ROI Mindset
A well-measured marketing strategy is one that is fruitful. A modern marketer operates with an ROI mindset. It is interesting to find that measurement done through rich data available from various online marketing channels to assess the impact of their marketing efforts gives the most effective and accurate report. ROI approach ultimately captures the impact of marketing spend, in other words, each member of the team is accountable for delivering value across all channels. The outcome of this close monitoring through digital channels and data analytics is responsible operations that generate leads, then turn into customers and also scrap out underperforming investments, resulting in productive and credible marketing.
These mindsets of a modern marketer catalyze the development of the firm by synchronizing individual perspectives for collective gain.