2023: the year of the return to the professionals of Integral Marketing and Cross Mkt

But to define marketing, we must start by making the distinction that we are not referring to those who have specialized in digital marketing tools.

We refer to professionals who can cross all the real experience of a client, (both the online media, the offline media and what is vital and most important: the real experience, life itself, the experience of entering a store, contact with the product, the product, the emotional relationship, etc.)

In an EMC report called “On the way to… Data-Driven, Omnichannel Marketing”, it is stated that “Internet and the connectivity megatrend have reversed the power relations between companies and customers and have given rise to new economic sectors in the form of collaborative economy. The connected economy follows new rules and the "connected customer" is gaining more and more importance. As a megatrend, individualization has made classic groupthink obsolete. The market is no longer the masses, but a multitude of individuals. It is less and less about the products themselves and more about the experiences that are (or can be) associated with them.

This offers us a new dimension about the professionals who try to ensure that products and services are chosen over the competition. The new buying-selling system, the media and consumer behavior of the 21st century invites marketing professionals to work in a constantly dynamic environment: "The connected customer can no longer be defined demographically, but psychographically: through your desires, needs, interests and usage preferences. The future of marketing will no longer drive market shares, but “synapse shares” of connected consumers…based on data and across all touch points”.

In this scenario, Marketing and even more so that associated with digital, prepares a context in which professionals must have certain skills and competencies such as SEO (Search Engine Optimization), Content Marketing, videos, data analysis, UX (User experience), social network management, efficient communication, critical thinking and problem solving, among others.

Are there a lack of Integral Marketing professionals? Check out this special report.

No one can deny that one of the most powerful Marketing tools is digital Marketing, but today Cross Marketing is the most complete tool, as well as powerful, to unite strategy with all tactics.

If we only apply good Digital Marketing, but it is not based on deep Strategic Marketing thinking and this in turn is not designed in a Cross process, we will be creating a company that is dependent on and slave to Google and Meta.

Google and Meta, used correctly as one of the tools, are fabulous partners, but if they have all the power, we will never build a sustainable and differential brand over time.

As advice and recommendation for every profession, the skills you need to cultivate now to be competitive in 2023, in a Forbes article: “Companies want people who are good communicators, who cultivate interpersonal skills and who can write well, along with a high level of emotional intelligence and empathy. You will also need a balance consisting of knowledge of artificial intelligence, software coding and all kinds of technology platforms and applications".

In addition, adaptation to change and flexibility in the face of unpredictable contexts are highly required characteristics, which require "continuous reinvention and orientation towards new professional directions". Another tip to capitalize on job opportunities refers to "learning to code, write, and speak well." And finally, the text advises "teach yourself how to be self-resilient and build the confidence to go after what you want".

What about marketing in 2023?

Check out the most successful trends and disruptions here.