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The Modern Era of Marketing

10 Nov 2021
- admin
According to marketing expert Dylan Vanas, “Having a stellar online presence isn’t any longer a luxury, but a necessity.” So, what should one do to confirm that you maintain a presence online as a brand? How are you able to build useful real-life marketing skills? As a marketer, how can one make the most out of one’s marketing strategy? Most significantly, what’s an honest marketing strategy which will meet the needs of the modern era?

As the world is changing and the younger generation is moving into leadership positions, there is a need for adapting and changing age-old marketing strategies. Customers today have access to a lot of digital content, have opinions they are not afraid to share and demand more from their favourite companies and brands. To better engage with their customers, brands should try to understand the digital footprint of their ideal target audience: their likes, dislikes, behaviours, goals, insights, and more.

I believe that marketing is a skill and satisfying customers is an attitude. Marketing is everywhere. Everything from presenting yourself for a job interview to selling your products encompasses marketing – Marketing is not just a function, it is a philosophy. The core of that philosophy is to analyze the needs of your customers and then make decisions to satisfy those needs, better than the competition.

According to me, here are the five key tenets of Modern Marketing:
- Targeting: Targeting means creating a clear picture of customers by knowing buying patterns, who the key decision makers are and how they make their decisions. Targeting thus involves creating unique strategies to suit the customer.
- Engagement: Nowadays customers require more engagement and two-way communication with brands. Its about reaching your TG in the right way at the right time with the right message, which elicits a response from them.
- Conversion: In modern marketing, converting a potential customer into an actual customer, depends on the marketing efforts in place. This means devising quality lead to customer plans and working together with the sales team.
- Analytics: Data analytics and reporting are critical to modern marketing, often more than events and campaigns. Measuring results of any campaign or marketing plan is one of the most important differentiators in modern marketing.
- Marketing Technology: Technology has changed the way of marketing and has led to a rise in the new way of marketing which is easy, accessible, cost-effective, and result-oriented.
With my 3 years of industrial experience in various domains, I have always found that marketing is an integral part of every business process and domain.

A career in marketing can take you in several different directions. In today’s world, modern marketing has become a low cost, high impact game than ever before. Social media platforms and email campaigns have made reaching out to consumers so much easier – through appealing content that connects to your audience instantly.

All these plans of action and strategies developed my keen interest in learning marketing to broader my view and get a thorough exploration of customer perceptions, buyer personas, messaging, communication, data analytics, and much more, So I decided to peruse my MBA from SOIL choosing Marketing as my major and analytics as my minor to understand and appreciate the impact data analytics have on a business in today’s era of Industry 4.0

I’d also like to highlight the Marketing Club at SOIL i.e., which aims at making students align with the new era of marketing and making them industry-fit for the competitive market ahead. The activities in the club such as (Brand & Beyond, Tribal to Global, Idea Pitch & Fusion) are designed in such a way to enhance the students’ experience and develop entrepreneurship qualities by applying our classroom learning in practical experiences. The goal of Marketing Club at SOIL is to support activities and programs that provide value and at the same time increase club involvement and participation by helping fellow Illuminators (PGPM, Class of 2022) nurture their talent and skills that will give them an edge across various functions of marketing.

Karanjeet Singh
Associate Club Head – Marketing Club
PGPM, Class of 2022