The life of a marketer

Marketing is crucial for any business, and if done correctly, will be at the heart of creating and sharing sustainable value for the company. Over the past two decades, I have seen marketing help organisations create real value by understanding the need state of customers and translating that into products and services. Once this becomes a habit, businesses are then able to maintain the value over time.

Marketers are supposed to understand better how customers make choices and, ultimately, how these choices affect the business strategy. Marketing is not about "pretty pictures" - it's about the brand, the business, global trends, distribution channels, direct and digital marketing, social media, sales, and the return a company gets on marketing investments.

As the world continues to progress, its good to stop and reflect on how customers buying patterns have changed. Search Engines like Google have fundamentally changed the way people gather information and, in so doing, have changed the advertising industry too. Social media radically changed the way we engage with one another, and an entire industry emerged - namely influencer marketing.

The past two decades have been anything but mundane. Here's to the next two decades in marketing.