The practice of marketing under the pressure of continuously updating the marketing capabilities platform

Theodor Purcarea

Holistic Marketing Management Journal, 2016, vol. 6, issue 3, 27-41

Abstract: Marketers feel the growing influence and power of the marketing function, and focus on the new opportunities to increase customer interaction and drive continued loyalty, being under the pressure to develop meaningful brand strategies amid the rush to real-time engagement on social. They need a holistic approach to customers as values-driven people, acknowledging the growing power of the customers, and better understanding the importance of relevant and authentic conversations with customers and brand experiences in the digital landscape. Their marketing decisions should be guided by an analysis of customer lifetime value, measuring and managing it, taking advantage of the available and bringing different marketing channels together in a new way for new experiences, including by becoming mobile marketers. What presupposes to see the world through the customer’s eyes and redesign functions to create value in a customer-centric way, linking the customer experience to value, improving this customer experience by moving from touchpoints to journeys, considering the impact of the new and emerging technologies, rethinking the tools and platforms, and focusing on the customer technology stack. There is no doubt that: marketing channels are evolving with time shaped by the evolution of technology and media; marketers really care about their marketing technology stack within the framework of developing a marketing capabilities platform, being well-known that building marketing capability was identified in the valuable Marketing 2020 study as the most important of all strategic levers to drive competitive advantage; we are in the midst of a revolution in the practice of marketing and companies must really build their marketing engagement engine, keeping making forward progress, because strategy, marketing, and technology are all intertwined, and marketers must connect, inspire, focus, organize, and build, while delivering their messages in accordance with the fundamental human motivations to be satisfied.

Keywords: Marketing function; New Marketing Normal; Mobile marketers; Customer experience; Customer success; Customer technology stack; Marketing capabilities platform (search for similar items in EconPapers)
JEL-codes: D83 L86 M31 O33 (search for similar items in EconPapers)
Date: 2016
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