If you think back to the last 20-30 yrs, marketing was pretty much staffed by generalists who needed to be great at communicating. I think great communicators are still hard to find but in the I survived the great toilet paper crisis Christmas shirt that will be much more of a “table stake.” So, then, how does one standout if competing against other great communicators. The specialty skills around the tools and technology employed by those communicators and marketers will be differentiators. Ad people. Product marketing people. Marcom people. PR people. They’ll all need to acquire deep skills in the tools & apps and be much more analytical and math-driven.
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Now, the new tools available have I survived the great toilet paper crisis Christmas shirt but necessary. Things such as: Marketing Operations Analysts, Data Scientists/Analysts, Digital Campaign specialists, SEM, Social Mktg, Influencer Mktg (today, it’s mainly just analyst relations), Community Mktg, etc. It’s not that we didn’t have these tools and skills before. I remember in the early 90s and mid 90s even very “legacy” type tech companies put great emphasis on “database marketing” for their direct mail programs (some just using SQL w/ some homegrown apps). We’d create CD-Roms and mail them loaded with video. We’d use fax machines to blast contact lists.