Blog 3: D Frugalmarketer is a #Growthmaestro! The Modern Marketer: Embracing the Five Essential Skills of Modern Marketing

While leading the Modern Marketing Excellence team at Johnson and Johnson a few year ago, we spent time and resources to ensure that the JnJ Marketer was not only world class but importantly, better prepared to meet the challenges of growing their brands in such a volatile, and fast changing marketing world. Together with our friends at Brand Learning we talked about the need for Marketers today need to be Socializers, Scientists, Storytellers and Strategists as a way to dimensionalize the changing and critical skills Marketers need to Master. Let's delve into these skills before I introduce a pivotal fifth S that's reshaping the dynamic landscape of contemporary marketing.

1. Socializer: Building Bridges in the Digital Landscape

The first S is all about being a Socializer. In today's interconnected world, effective communication is paramount. Marketers need the ability to share ideas, communicate seamlessly both online and offline, cultivate audiences, and foster communities around the brands they champion. These foundational communication skills aren't just useful; they're imperative for creating authentic connections and nurturing brand advocates especially as younger generations such as Gen Z spend more that 4hrs daily on platforms like YouTube Instagram, Snapchat and TikTok (according to a study by Morning Consult).

2. Scientist: Navigating the Digital Data Sea

With the need for speed and relevant decision making. Marketers must possess the prowess to comprehend, interpret, and apply data-driven insights. Similar to a scientist testing hypotheses, marketers need a methodical and data-centric approach to testing, learning and decision-making. It's about responding to results and changes decisively, ensuring campaigns are not only creative but also effective. Research from Forrester shows that companies that prioritize data-driven decision-making are 5.1 times more likely to have an advantage over competitors.

3. Storyteller: Crafting Narratives that Resonate

The third S is dedicated to the art of storytelling. Beyond establishing a brand narrative, effective Storytellers know how to engage audiences in ways that are not just relevant but also compelling and meaningful. In a world saturated with content, the ability to tell stories that captivate and connect is a skill that sets marketers apart, fostering emotional bonds with consumers. According to a study by Edelman, 65% of consumers feel a stronger connection to brands with which they share similar values.

4. Strategist: Steering Toward Impactful Goals

The fourth S underscores the importance of being a Strategist. Marketers must not forget their responsibility to set impactful goals that drive customer acquisition and business growth. It's about going beyond the allure of creativity and maintaining a focus on the impact marketing initiatives are meant to make. Research from HubSpot shows that companies with a documented marketing strategy are 313% more likely to report success in their marketing efforts.

A New S: The Synthesizer – Integrating and Bridging Silos for Business Impact

To ensure that today’s marketers have a “seat in the table” it is becoming more critical that the CMO and Marketing leads articulate how resources and investments directly impact business and financial outcomes. Having a reliable model and tool that helps articulate with confidence the “Whys” that are driving operational KPIs outcomes; “How and What” Marketing investments made an impact and “Where and When” it makes sense to invest that next marketing $ is more important than ever!

As the Synthesizer – we need to elevate and highlight our role in understanding Consumer and Customer behavior by breaking down the data and information silos and integrating our insights with the CEO and CFO. We must demonstrate how marketing investments directly impact the P&L and balance sheet.

In the era of AI, the Marketer as the Synthesizer ensures that storytelling, data analysis, social media, and advertising seamlessly align towards common objectives. According to a survey by McKinsey, companies with strong cross-functional collaboration are 1.5 times more likely to achieve market leadership.

In conclusion, while the modern marketer of today needs to master the foundational skills of Socializing, Science, Storytelling, and Strategy we now have an opportunity to embrace the crucial role and skill of Synthesizing. As we navigate an AI-driven future, it's the Synthesizer who will drive outcomes by harmonizing diverse marketing activities and ensuring the customer's voice echoes throughout the entire organization. The evolution of the marketer to becoming a “#Growthmaestro” is an ongoing journey, and those who embody these five essential S's will not only adapt but thrive in the ever-evolving landscape of modern marketing.