The world of marketing has changed. We are now privy to a fast moving, ever connected stream of consumer consciousness and real-time opinions that are revolutionising the way products and services are sold. Business is becoming increasingly international meaning the traditional limitation of a buyer’s location is all but gone.
What does this mean for businesses wanting to succeed in today’s market?
The opportunities are greater than ever before, but so too are the challenges and there is a real need for highly skilled and digitally savvy marketing professionals. Only individuals who recognise this need and take action to keep up with this ever-changing industry will maintain a competitive edge on their peers.
Online study can be a great way to open up new opportunities without putting your career on hold. The MSc Marketing course at the University of Exeter Online is delivered by one of the UK’s leading business schools and offers a virtual learning environment that allows you to study from anywhere in the world. The course can be completed in just two years and with a unique blend of traditional and digital subject modules, equips students with the skills and knowledge required to stay relevant in the industry.
Digital marketing is now an essential part of business planning for many, if not all, organisations. The cultural shifts over the past decade alone has forced businesses to change the way they operate and relate to their customers, for example using social media platforms. Over 50 million businesses now use Facebook Business Pages, 88% of companies with 100 employees or more use Twitter for marketing purposes and Pinterest is responsible for driving 25% of all retail website referral. This digital transformation has made consumers more demanding than ever. Thanks to technological advances, consumers now expect highly-targeted, personalised communications at all times. They want the buying process to be quick, simple, and accessible from anywhere but perhaps most importantly, they want to interact – business is no longer a one way conversation!
However, it’s not just a digital awareness that marketers require. Understanding the core principles of marketing such as effective strategic planning, strong messaging and a deep knowledge of target audiences is still an important string to have to your bow. Knowing when and how to utilise traditional tools such as printed collateral, broadcast media and telemarketing is a sought-after skill as these mediums are by no means retired. The public’s understanding and acceptance of such techniques is longstanding and thus initiatives of this kind continue to have a high success rate.
Accepting that the modern-day marketer must boast both traditional and digital abilities, the future of marketing should be considered in relation to return on investment. Achieving and being able to demonstrate return on investment is paramount and perhaps even more poignant when considering your own future. Investing now could reap big rewards for years to come.