Sheet For Marketers In 2020
Sheet For Marketers In 2020
It’s predictions time. And very rightly so. For most companies whose fiscal year matches the calendar year, the planning cycle is complete. Budgets have been allocated, and teams are getting ready to execute.
This also means certain assumptions have been made with regard to the business and key functional areas. What do those business assumptions translate to in marketing?
In 2020, here are the top areas in marketing that I am concentrating on.
1. Customer Centricity: With increasing customer sophistication and demands, customer experience (CX) will likely occupy an even bigger role across the enterprise, requiring marketing to bring insights and inform everything from product and sales to operations, IT, finance and beyond.
We will have to apply design thinking, user empathy and insight-driven interaction models across the board so that customers are the center of our businesses and our products and services are elevated to deliver at both the human and transactional levels.
2. An Increasingly Agile And Innovative Marketing Footprint: As business transformations continue, marketing needs to channel innovation and breakthrough growth with greater collaboration, not just in marketing-specific areas, but across the company.
Therefore, we should continue to welcome challenges and extend our skills and abilities into new areas. By augmenting tools, frameworks and system-level capabilities, we can develop solutions, both long and short term, with an effective view of business needs.
3. Growing Fusion Of B2B And B2C Marketing: I expect this debate to converge further in favor of businesses that market for human consumption. Yes, the purchase cycles are drastically different, but the consumption dynamics at the end of the cycle remain largely the same and are similarly transformed in today’s unfolding digital economy.
Whether business to business (B2B) or business to consumer (B2C), our marketing principles must be unified around delivering emotional brand connections, value-driven content, personalization, transactional simplification and efficiency, and relationship-building across the life cycle.
