‘Change is a constant’, a mantra that is constantly bandied around the marketing industry.
When marketing leaders discuss organisational change they offer exciting and insightful suggestions to shake up inertia and unlock potential within businesses. However, while the descriptors “agile”, “nimble”, “people-centric” and “dynamic” are often discussed in terms of cultural change and structure, the evolving nature of the marketing discipline itself is rarely touched upon.
If it is, it’s approached very tentatively – almost as if no-one wants to look too closely at the marketing model that has served companies and marketers so well until relatively recently.
Perhaps the reason there has been a reluctance to scrutinise too hard is the fear the cracks will begin to show.
When I first started my marketing studies, the discipline was grounded in the famous ‘4Ps’ of price, product, promotion and place and marketers will have had these levers drilled into them. But thanks to digital revolution, the world and our customers have moved on.
The modern marketers’ remit has now extended far beyond ‘selling stuff’. It often embraces oversight of digital transformation across a business, shaping of the end-to-end customer experience and taking responsibility for all brand touchpoints.
But have the principles of marketing evolved with the new remit? A reflective re-evaluation of the core principles of marketing, the skills needed and how they can be blended together…