A Review of the Different Marketing Opinions on Marketers’ Maturity and Challenges in the Second Half of 2014

Theodor Purcarea

Holistic Marketing Management Journal, 2014, vol. 4, issue 4, 05-14

Abstract: Marketers are increasingly challenged to understand the topics that customers want to hear about and to make sure they have the correct data on customers they are trying to reach, to make every interaction count by matching content and device with the customer and their context, to ensure the orchestration of the six A’s of marketing performance management. They also need to understand the role of marketing technologists and to increase their ability to link different technologies, being aware that marketing moves at the speed of technology. Within this shift in strategy and mentality, marketers must ensure a successfully intersection with their audience across channels and devices, building a lab marketing culture enabling an understanding of the real value and impact of customer information, and the availability of key customer insights in all parts of the enterprise. They also have to ensure that customers are getting the deserved personalized attention, by merging data acquired across multiple channels into a single customer profile and producing better targeted personalizing messages. There is no doubt that marketers need to constantly innovate and improve the customer experience by concentrating on a trusted brand that makes the customer feeling having someone on its side.

Keywords: Marketing operations; Social media channels; Marketing technologist; Marketing scientist; CEM; CRM; Data-driven marketing; Cross-channel marketing; Digital marketing technics; Marketing innovator (search for similar items in EconPapers)
JEL-codes: D03 D83 M14 M15 M31 (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (1)

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