In an industry increasingly dominated by data and algorithms, do marketers need to develop different knowledge and skillsets? That was the topic up for discussion among a panel featuring L’Oréal group digital officer Lubomira Rochet, General Mills global CMO Ivan Pollard and the WFA’s director, Asia Pacific, for marketing services Ranji David.
“80% of our connections with consumers happen online,” explained Rochet. “So it’s true that mastering the digital, the platforms, the tech, the data, becomes absolutely critical in a marketer’s role today and more profoundly to understand the trends, the movements within the ecosystem.”
But does that necessarily mean a change in the fundamentals of marketing? Is it just the tools that have changed, or does the average CMO now need a complete overhaul of their skillset?
The panel generally agreed that the key aims and justification for a marketing function remain the same, namely that you have to understand consumer needs and provide value.