Marketing function: who is the new marketer?

The impact of digital in the transformation of marketing professions

93% of marketers surveyed in a study initiated by LinkedIn believe that social networks require traditional marketing to reinvent itself.

In a context of hyper connection of customers and changes in consumption patterns, marketing professionals must reinvent themselves and seize opportunities including social networks and data. Their job continues to be in turmoil. Nearly one marketer out of two (44%) thinks that his job will (yet) change significantly, or even radically, in the coming years. For more than 9 out of 10 marketing managers (93%), "social networks force traditional marketers to reinvent themselves".

The marketer's job has reinvented itself with the digital transformation

Digital disruption – access to as wide as diverse information to assess and compare the value and quality of a good or service, the multiplication of mobile and inter-connected devices in a flying ecosystem shattered time and place units profoundly upset not only the marketer's environment but also his business and the organization of his teams.

This challenge of transformation is particularly perceived by the most senior marketers. More than 45 years old, 63% think that their profession will evolve strongly over the next 10 years.

In this context, the main issues facing marketing professionals are mainly focused on a better understanding of the customer:

  • Better consideration of digital, mobility and its consequences in customer relations and communication (63% quotations);
  • The development of marketing intelligence from data (57%);
  • Customer knowledge and ability to tailor the customer experience accordingly (56%).

In addition, the Finance and High-Tech sectors remain the most knowledgeable about digital transformation and the impact of data.

Beyond these issues, marketers do not highlight the constraint of budget cuts to address these issues, since the marketing budget is changing steadily for 40% of respondents. However, their marketing strategy remains mainly driven by ROI (71%).

Social networks, CRM and data at the heart of the challenges of the new marketer

For marketers, the digital transformation of marketers is primarily driven by social networks, CRM, and data.

Social Networks

According to more than 9 out of 10 marketing managers (93%), "social networks require traditional marketers to reinvent themselves". They are widely regarded as an effective means of communication (91%). BtoB marketers are almost unanimous about the importance of their role in B to B marketing strategies (83% consider that they have an important role). Finally, they took this tool as 78% of marketers use social networks both from a personal and professional point of view (83% for marketers under 35). Marketing managers are also experiencing the daily change in customer experience and knowledge, as well as data management and exploitation.


The CRM is for them the main challenge of their company should be: "CRM and social CRM" (37% of quotes), closely followed the "creativity and innovation" (35%) and "the personalization and the targeting "(33%) which also refers to the management of the relationship … prospects.


Regarding the data, they are convinced that the use of data relating to their customers and / or prospects is above all an opportunity (69%). For them, it is primarily synonymous with: "customer relationship management" (36%) but also "targeting and profiling" (22%). In short, it is through it and thanks to it that customization and targeting in terms of messages can be done. They are thus particularly likely to consider that it plays an important role in "customer knowledge" (89%), "brand performance measurement" (77%) and to a lesser extent in "segmentation / customization of media plans "(72%).

Evidence that part of the way is still to go for organizations but also in terms of skills development: nearly 7 out of 10 marketers consider that their company does not have a marketing strategy in terms of data (67%), while they are a very large majority (82%) to consider that they do not have sufficient resources internally to take advantage of the opportunities offered by the data.

Finally, the marketer will certainly have a central and transversal role to play in the digital transformation of the company. This is still not successful for many companies. Only 58% of marketers think that their company has a clear vision of their digital strategy.


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