What is a marketer?

If the role of a marketer is to manage demand, why on earth have we spent our careers without common standards for understanding and predicting demand?  Yes, I get it’s challenging to measure in a standardised way.

But if you look and analyse the vast amounts of internet search data over the last ten years, behavioural patterns can be found and correlated to form the basis of a common measurement standard.

 ”Business strategists and marketers are underestimating the power of Search. When people are typing a search query in Google, for example, they are unveiling their real intentions, with no judgment, no worries.” Petter Olivera

Research by the IPA, Les Binet, James Hankins, My Telescope and others has shown a very strong correlation between search data, sales, future sales and market share. In other words,there is now a standardised way to measure both the long term and short term of demand. 

So what is then a marketer?

We see it as  a team working with demand management and creation, including  tactics, Products, Promotions, Prices and Places. But how do you know that you are succeeding, and what could a common standard look like?

Remember a  couple of rules of thumb when you start making your market diagnostic and tracking:

Search volume = Your demand

Share of search = Your Share of demand

Search trend:= interest in the offering or product

/Rodrigo, CEO and founder My Telescope