According to Mark Ritson, founder and columnist of Marketing WeekMini MBA, there are important character attributes that when combined producegreat marketers. He demonstrated why a rule-breaking mentality, curiosity, andthe willingness to choose are characteristics of marketing success today (10June) at the Festival of Marketing: Fast Forward.
“The essential principle of marketing is market orientation, or theability to comprehend the customer,” Ritson told the audience at the Festival.
“Our main goal is to stay away from digital media and artificialintelligence. Our main goal is to incorporate the customer's voice within the organization.Marketers are the only ones who do it.” A '180 rotation,' according to Ritson,is when organizations turn to look at themselves from the perspective of theircustomers. “It seems so simple, yet most businesses never do it,” he remarked. The procedure can put the market and perceived competitors into a whole new light. It might also reveal a fundamental misunderstanding of what people outside the marketing sector require or desire.
Always keep an open mind
According to Ritson, marketers place a high value on curiosity. Hedescribed how Philippe Pascal, LVMH's previous head of watches and jewellery,expected his marketers to be "street smart," a trait cultivated byasking customers and shops what was going on and why.
They had an insatiable need to "put their nose in things,"to learn about the company and its consumers, as well as a natural desire tocomprehend things, according to Ritson.
“Communications and tactics are two things that we are obsessedwith. He went on to say, "This is barely a third of what we do."
Before tactics, there's strategy, and then there's diagnosis. Thisis when the element of surprise comes into play.
Comfortable with ambiguity
The mere mention of this characteristic can trigger alarm. WhenRitson gives the Mini MBA final test, he provides an example where the numbersdon't add up on purpose. This exercise is intended to simulate the real-worldbattle to balance a company's financial – and marketing budgets.
“About 15% of the class doesn't understand this. They are never ableto go on from this moment. They go back and forth trying to figure it out, butthey never get past the first step of the exam,” Ritson explained.
“Let me tell you something about marketing: it is not science. He explained,"It's a well-rounded business." “I don't see anything wrong withthat.”
Senior marketers have the confidence to accept data as good enoughand go on, while those who worry over the details, according to Ritson, willnot make it past mid-level. Instead, they'll be trapped in a hamster loop ofdenial.
Many marketers struggle with the classic marketing balance betweenlong-term growth driven by brand marketing versus short-term sales upliftdriven by performance marketing. The long and short-term actions work togetherto achieve the best results.