What will the role of the marketing manager be in a more data-driven world?

Short term thinking is a trap for many companies.

The rushed positive monthly results and sales mislead many companies. The short term results are needed but, it shouldn´t get in the way of the important question; How do you position your company in the long term when ideas and products can be copied? Copying innovative services and ideas does not take neither much effort nor time and you can see examples in both B2B- and B2C- businesses.  The companies who want to grow must therefore build a sustainable, strong and distinctive brand to assure continued success.

Marketing management has become tactical

Today, marketings managers, according to their education and job description, focus 80% of their time within communications, and not really on the most important basics of a company: strategy and positioning by working with the entire marketing palette; price, location, product, offering and distribution etc.

This is where data and insights play a big and crucial roll. When working with models for analysing big data, you take the first step in creating a strategy for the brands positioning.  

To make the brand positioning more effective from a long term perspective, an outside perspective and unbiased insights are key. The challenge when becoming data driven, is that it’s easy to get caught in the short term quick fixes instead of creating long term plans. A clear example of this has been the game industry's pursuit of conversions. The high amount of messages combined with their short term approach has made the public questioning their ethics and politics are threaten to close down their chances to freely communicate.

With AI driven models, which are not dependent on subjective opinions, we can now develop objective and long term advise to build up a stronger brand and create sustainable growth.

Assure the long-term strategic thinking.

So, what is going to be the marketeers role in a data driven world? According to us, the ones having the ear to the ground and develop long term strategies to secure the companies unique position and sustainable growth are the ones that will become the heroes. With this, the marketeer can play a crucial  role for the companies success.