‘Curiosity, understanding and empathy the key traits of a successful marketer’


    The marketers of tomorrow will need to be curious, understand consumers and be willing to learn from ‘people better than them’ if they want to have successful careers in the industry according to top marketers.

    The tools marketers have to reach people might be changing, but the core business of marketing is still the same and marketers that want to succeed need to “be curious, have understanding and show empathy”. That is the view of top marketers who were yesterday (31 August) receiving Fellowships from The Marketing Society.

    Speaking to Marketing Week at the event, Antony Thomson, the founder and chairman of new digital bank Atom Bank, explained: “Marketing the discipline keeps changing. In the 1980s it was direct marketing, in the 2000s and 2010s it’s about digital marketing. But I want people to understand that the business of marketing is from human to human.

    “It is about people who understand and have empathy with humans. It’s so easy for people to get wound up in the technology and forgetting that ultimately it’s about consumers.”

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    John Allert, group brand director at McLaren, says the key for marketers at any stage in their careers is to be “curious”. “The kind of people who not only get into marketing but succeed in marketing are people with an innate ability to consume what’s going on around. Challenging themselves to think about the world around them rather than passively existing in the world.”

    Bron en volledig artikel: marketingweek