Director of Zomara Group. I help organizations strategize, grow and develop. As Director Bas Dev at Equans, I deliver results. Contact him!
Technology continues to change many roles in organizations in ways that were unanticipated just a few years ago. In my opinion, marketing functions have acted as a torchbearer for many traditional business organizations as they use digital tools, analytics, dashboards, etc. But every experienced and savvy marketer views the problem and the solution through the lens of the 4Ps that defined the marketing mix almost a century ago: Product, Price, Place and Promotion.
You would think that with all the time we spend in front of screens and all the information at our fingertips, we wouldn't need "marketed" products and all these various marketing professionals. Regardless, marketing has proven resilient to all technological developments. These old roles have created a new generation of digital marketing professionals whose core value is based on their specialized knowledge, expert use of tools, and data mining skills rather than their previous level of understanding of the human side. Marketing function. necessary.
With these more technical digital capabilities, marketers can now pinpoint the time and day shoppers begin their shopping journey and guide them in the right direction to make a purchase decision. Still, no one will tell you that the 4Ps have a place in the history books because they mean so much. It was the roles and resources that made it bigger and better.
