Marketing has changed over time and as a consequence marketers have changed as well. In the case of Mexico, there are more than 153 thousand people who are dedicated to marketing, this according to figures from the Labor Observatory, however, it is the new generations who better understand the key aspects to do marketing today. This time we will see what attributes they have that allow them to understand them.
According to Marketo, these are the five attributes that distinguish the new marketers in the company:
They speak like humans, not businesses.
According to the source, the way marketers communicate with each other, with other companies, and even with their audiences often sounds like unintelligible nonsense. Eventually, this results in a safe method of distancing yourself from others, even if that’s not the idea.
In contrast, new marketers distinguish themselves by using natural language, not commercial language. Thus, they are easy to understand and do not use commercial language to disguise a boring concept. They use creative elements that share the same values, so the content they make is accessible to everyone.
They know that many agencies are slow, unimaginative and expensive.
Regarding this second attribute, he emphasizes that they know that large agencies have power. Some do great work, others win awards. But unfortunately, many are more interested in numbers than results. In that sense, they become inefficient, they tend to tell the customer what they want to hear and charge a lot for it.
New marketers don’t work like that on their own, they build small teams and smaller offices, if they have an office, so the client is not paying for the fancy building with accompanying rent.
New marketers work fast and push the limits, but listen to the customer. And if something is not working, they will say so.
They are not concerned with performance marketing.
New marketers know it’s not just about the numbers. Having the ability to measure something – be it leads, open rates, click rates – doesn’t automatically make everything a success, it just means that you can measure.
Instead, there is a move towards intuitive marketing, when content is being delivered through channels that the audience is known to respond to.
New marketers are people who believe that marketing is about more than generating leads or leads for sales teams. In fact, they believe that marketing is about more than generating leads for sales. Especially creating content and then using it. For them, marketing and content are about helping the audience.
They put their efforts in podcast form, on LinkedIn, and on social media in general.
Although spaces like LinkedIn or a podcast are not particularly new, few are the companies that have one of those spaces that is successful, few are those that have enviable engagement.
Given the time that they have existed and that it has taken to become familiar with these channels and formats, it might be thought that brands and companies would do a better job for users as a marketing tool, but this has not happened. Despite often having a large following, the accounts of many large firms have low levels of engagement.
The above is understood by the new marketers, they know that podcasts are the new blogs, although they are not new. They also have many followers in networks and an enviable engagement. They know how to make content and use it to promote themselves and their customers.
They know that audiences don’t care about companies, awards, offices, and sometimes not even the product.
Finally, new marketers understand that there is a stark reality: people don’t care about companies, instead, people worry about what companies can do for them, whether on a personal or corporate level.
Like much of how new marketing operates, this goes back to content. Content that solves problems, helps the audience, and prevents any kind of sale has something of value to the public.
New marketers put this type of content before anything else, then when they have earned the trust and interest of people, they can start talking to them about products, benefits and features.