{"id":8168,"date":"2019-01-29T10:27:48","date_gmt":"2019-01-29T15:27:48","guid":{"rendered":"https:\/\/blog.brainstation.io\/?p=8168"},"modified":"2020-05-21T10:32:20","modified_gmt":"2020-05-21T14:32:20","slug":"six-industry-leaders-on-the-future-of-marketing","status":"publish","type":"post","link":"https:\/\/brainstation.io\/blog\/six-industry-leaders-on-the-future-of-marketing","title":{"rendered":"6 Industry Leaders on The Future of Marketing"},"content":{"rendered":"

We’ve written about the importance of <\/span>digital marketing certifications<\/span><\/a>, while the popularity of courses like these underscore just how much the marketing field is changing, and how quickly. In fact, <\/span>Mondo\u2019s<\/span><\/a> annual Tech and Digital Marketing Salary guide reported a \u201chuge demand\u201d for digital marketing professionals, with a 70 percent increase between 2016 and 2017. <\/span><\/p>\n

These trends were front and center at our recent Future of Marketing panel discussion, where digital marketing experts from some of the most innovative brands (including <\/span>Google, Uber, Shopify, Procter & Gamble, SickKids Foundation, Sid Lee) <\/span>were on hand to talk about the current marketing landscape and what to expect in the future. <\/span><\/p>\n

Here\u2019s what snapshot of what they had to say.<\/span><\/p>\n

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Become a Digital Marketer in just 12 weeks!<\/p>\n

BrainStation’s Digital Marketing Diploma Program<\/a> is a full-time, 12-week program that equips professionals with the skills and experience to start a new career in marketing.<\/p>\n

Speak to a Learning Advisor<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

The Current Marketing Landscape<\/h2>\n

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Across the board, our panelists agreed on the need for user-focused marketing and continuous learning \u2013 whether that be from data, testing, or mistakes. As part of this, they stressed the importance of: <\/span><\/p>\n

Understanding Your Customer<\/h4>\n

\u201cWe don\u2019t need to market to the average person anymore,\u201d said Elana Chan, Head of Customer Marketing and Brand and Reputation at Google Canada. \u201cWe can market to our best customer.\u201d<\/span><\/p>\n

To effectively market to your ideal customer, you must first find out what they want. <\/span><\/p>\n

\u201cBe passionate about learning about your end user. Whether that\u2019s a consumer or a client, you need to become obsessed with understanding them,\u201d said Lindsay Reynolds, Performance Marketing and Innovation Lead at Procter & Gamble. <\/span><\/p>\n

\u201cConsumer understanding is the foundation of marketing, and that will never change. So if you can master that, you will be timeless as a marketer.\u201d<\/span><\/p>\n

Continuous Learning<\/h4>\n

Having the right skills is crucial for Digital Marketers today, but the ability to learn new ones may be even more important. <\/span><\/p>\n

\u201cAt Google, we think that the number one skill a marketer needs to have is the ability and the passion to learn new skills,\u201d explained Chan. <\/span><\/p>\n

\u201cThe challenge is the skills gap that we have with marketers today. The marketers we\u2019ll need moving forward need to be able to do analytics, attribution, and identify the actual KPI (key performance indicator) that\u2019s going to make a difference.\u201d <\/span><\/p>\n

As the industry continues to evolve, the willingness to learn, and to keep learning, will only grow in importance.<\/span><\/p>\n

\u201cIf you can learn, then it doesn\u2019t matter that in ten years it will probably be something else,\u201d said Chan. \u201cDo you have a passion for learning and the analytical mindset to find the right numbers?\u201d<\/span><\/p>\n

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Learning From Failure<\/b><\/h4>\n

Google, Uber, Shopify, Procter & Gamble, SickKids, Sid Lee. They all have one thing in common: a focus on innovation. And great innovation doesn\u2019t come from getting everything right, but from experiencing failure, learning from your mistakes, and trying again. Thankfully, digital marketing often allows for more flexibility when it comes to testing new strategies and customizing your approach. <\/span><\/p>\n

\u201cThe thing that we like the most about digital is the ability to be flexible,\u201d said Lindsay Liptok, Head of Marketing at Uber. \u201cWe move extremely quickly at Uber, so being able to make a decision on the fly as well as being able to customize creatives to different people and on different channels is something that we really value.\u201d<\/span><\/p>\n

With that said, our panelists acknowledged that not all organizations are digital-first, and this changes the way you market. <\/span><\/p>\n

\u201cOn our team, there\u2019s a permission and appetite \u00a0to fail in a way that I think not a lot of companies have,\u201d said Chan.<\/span><\/p>\n

\u201cThere are people who work in organizations where you\u2019re not able to move as quickly as more digitized companies are. And there is really a knowledge that needs to be shared with leadership around the skills and capabilities of digital channels,\u201d said Joan Mweu, who does Growth Email Marketing at Shopify.<\/span><\/p>\n

When it comes to determining which digital channels or tools you should be implementing within your marketing strategy, our panelists turn to data.<\/span><\/p>\n

\u201cIt\u2019s about all of us looking at past data to determine where we think marketing is going to have the biggest impact, and that\u2019s typically how we decide what to invest in,\u201d said Liptok.<\/span><\/p>\n

Mweu likes to treat every channel differently. \u201cDon\u2019t try to replicate what you do in other channels, each channel should have its own KPIs.\u201d<\/span><\/p>\n

Heather Clark, Vice President, Direct and Digital Marketing at SickKids Foundation put it simply: \u201cKeep the proven and test the unknown.\u201d<\/span><\/p>\n

The Future of Marketing<\/h2>\n

We asked our panelists to provide their best insights into what the future of marketing will look like, and the answers were unanimous: the future of marketing is data-driven in one way or another.<\/span><\/p>\n

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Making Data-Driven Decisions<\/h4>\n

\u201cMachine Learning, AI, is changing everything,\u201d said Elana Chan. \u201cIt makes complex tasks simpler, so where does all that time shift? I think it provides really unique opportunities for storytelling.\u201d<\/span><\/p>\n

The focus, however, shouldn\u2019t be the data itself, but how data can be used to elevate the experience of consumers.<\/span><\/p>\n

\u201cConsumers now are expecting brands to know them and to deliver some sort of utility to them,\u201d said Reynolds.<\/span> And this is exactly what data is enabling digital marketers to do; learn more about users while still maintaining their privacy, and tell stories that are more impactful and relevant to customers. <\/span><\/p>\n

\u201cI\u2019m very heartened that in a discussion on the future of marketing and what\u2019s going to change we kept coming back to people, how it\u2019s going to impact people and their interaction with us,\u201d said Jon Crowley, Strategy Director at Sid Lee.<\/span><\/p>\n

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Learn marketing skills to boost your career \u2013 from home!<\/p>\n

BrainStation offers Online Live Certificate Courses<\/a> in data, design, development, marketing, and product management. Attend live classes and interact with Instructors and peers from anywhere in the world.<\/p>\n

Speak to a Learning Advisor<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n

Maintaining a Human-Centric Focus<\/b><\/h4>\n

Crowley highlighted <\/span>the importance of maintaining a human-centric focus as marketing continues to evolve with data, and all panelists agreed. <\/span><\/p>\n

Heather Clark explained that at SickKids, they\u2019re focused on using data to draw insights that then influence their narratives and campaigns. <\/span><\/p>\n

\u201cData is allowing us to develop completely customized, relevant, hyper-targeted creative,\u201d said Clark. \u201cData is everything, it will continue to be everything, and it is what\u2019s going to lead us into the future.\u201d <\/span><\/p>\n

Looking to prepare for the future of marketing? BrainStation offers multiple digital marketing courses<\/a> and training options.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Digital marketing experts from Google, Uber, Shopify, Procter & Gamble, SickKids Foundation, and Sid Lee discuss the current marketing landscape and what to expect in the future.<\/p>\n","protected":false},"author":7,"featured_media":8203,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[169,336],"tags":[136,167,406,637],"yoast_head":"\n6 Industry Leaders on The Future of Marketing | BrainStation\u00ae Blog<\/title>\n<meta name=\"description\" content=\"What does the future of marketing look like? 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