How Marketing Has Changed Over Time And Ways To Excel At It In 2019. There are over a dozen kinds of marketing and each requires a different, specialized skill

Marketing as a function has undergone a major transformation

It is critical to get up to speed with the changes in order to be able to make a mark in the world of marketing

Thinking of a career in marketing? Five stars to you for choosing to take up a fun, adrenaline-inducing, and highly-rewarding profession. But exciting as it may be, the marketing function is not what it was a decade ago.

For instance, did you know that there are over a dozen kinds of marketing? And each kind requires a different, specialized skill?

Marketing as a function has undergone a major transformation. With the mainstreaming of the internet and social media, the ubiquity of technology, and the world becoming a more connected place, marketing is no longer restricted to traditional methods.

In the 1980s and 1990s, the mention of the word marketing would conjure up a picture of a man all suited and booted, carrying a briefcase in one hand and a bagful of sample products in the other, knocking on people’s doors trying to make a sale.

Then, it moved to the telephone, where telemarketers spent all day making phone calls, hoping to enthuse the person on the other end about his product.

Cut to 2019, and we are in the days of digital and online marketing. The picture of marketing is far less vivid—albeit more active and effective—as it is restricted to the customer and his personal devices. Most marketing happens on our phones or computers and revolves around what we click or swipe, how often we do it, and how much effort we are willing to put into it.

Consequently, the way companies strategise and manage their marketing efforts has changed, as has the way customers now receive marketing messages from companies.

This means that a marketer’s role has changed. Being a successful marketer today requires a different set of skills, aptitude, and approach towards the role.

Marketing has become multi-dimensional. For each of the kinds of marketing, there is a business side, an analytics side, a creative side, and many more. The target groups vary in terms of demography and geography.

Moreover, the intent could differ–for example, some marketing campaigns are done solely to generate leads while some could be done in order to establish the brand name and ensure brand recall. And each of these different aspects isn’t necessarily standalone, and there could be an overlap of two or more of these.

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Source: https://inc42.com/resources/how-marketing-has-changed-over-time-and-ways-to-excel-at-it-in-2019/