Modern marketing is all about more — more channels, more content types, more demands from sales, and more data to base decisions on.

With all the buzz surrounding the digital transformation, it’s all too easy to focus on emerging technologies and tools. However, your mindset is just as important, if not, more important, than any of these tangible assets. Whereas traditional marketing was solely focused on making a profit, modern marketing needs to focus on delivering value to customers in order to achieve success.

In this article, we will discuss the key components that constitute a successful marketing mindset.

1. Think Like a Startup

… or if you are a startup, embrace it.

Startups, by nature, have to be able to do more with less. They are businesses born to scale, and they have the potential to build a unique identity from the ground up — as opposed to well-established large enterprises.

The excitement surrounding the startup culture is exactly what led Karen Dayan, former senior marketing manager of Microsoft, toward leading marketing for startups.

Marketers like Karen, who exhibit a startup mindset, recognize that expensive execution is not necessary to drive brand awareness. You can use alternative methods, including socializing on professional networks, participating at relevant events, and regularly posting on social media channels in order to engage your target audience.

2. Focus Less on Reach and More on Interface

The goal of marketers for years? Get your message in front of more eyeballs and you’ll increase your brand awareness and conversions.

However, this notion is majorly flawed. Instead, successful marketing campaigns have always had a timeless trait in common: They reach the right people at the right time with the right message. If you think punching out shotgun messaging on disparate platforms will help deliver you leads, think again.

The key is driving engagement at strategic moments in your customer's lifecycle — from brand awareness, engagement, evaluation, purchase, and post-purchase. It’s also about meeting consumers on the platforms, channels, and mediums they’re using most.

3. Leverage Technology

Traditional marketing was all about marketing at people. When TV and radio were primary mediums for advertising, marketers could reach a large portion of the population with a single ad spot through a single medium.

But soon enough, device and channel fragmentation changed the game. The most successful marketers now identify valuable audience segments and adjust their product mix and message accordingly. Marketers who are proficient with common marketing applications, platforms, and systems, including CRM, marketing automation, email marketing, and marketing analytics, will thrive.

4. Become Data-Driven

You don’t need a data scientist with advanced degrees, or an overpriced analytics software, to gain access to valuable marketing metrics.

Marketers should not only know the ROI of their marketing programs, but they should also understand data analytics across the entire sales and marketing funnel. On top of that, the more data-driven marketers are, the more equipped they are to inform other departments’ strategies. They should ask themselves specific questions like the following: What product features should be prioritized first? What does the customer journey look like for our target market?

Both online and off, consumers generate a massive amount of data that marketers can mine for insight. Marketing has long been an industry focused on data, but the collision of big data, small data, marketing technology, data visualization, and data science brings new life to data-driven marketing.

5. Develop a Growth Mindset

Any business can mimic the strengths of its competitors and put its own slight spin on them. A successful business, however, spots its competitors’ weaknesses and seeks to outperform them. The goal of a growth-oriented marketer is to identify new opportunities that will help build and engage their organization’s audience.

Growth is not only about scaling your business, but it also entails personal skills development. That’s why some of the most successful CMOs devote a strong focus to self-education, research on emerging trends, and attending industry conferences and events.

6. Align your Marketing with Customer Service

We live in a customer-facing economy, so driving sales is very dependent on how well you can please customers. Understanding the psychological factors that drive transactions can help you create more relevant content. When you build a positive business culture and provide exceptional customer service, the marketing takes care of itself.

In addition, the growth of online content, discussion boards, and interactive technology has given consumers more power than ever. Customer expectations have become more sophisticated, and consumers are no longer a passive party when it comes to learning about a brand or product.

So on top of product information and well-developed content, what more can you offer them? An exceptional customer experience. Guaranteeing efficiency and convenience, as well as providing knowledgeable and friendly service, will elevate your marketing.

Conclusion

Modern marketing drives trials, encourages repeat purchases, and most of all, puts customers at the forefront. The most successful marketers are always looking for new opportunities to grow, and they leverage data and technology to make more informed business decisions. Developing this combination of analytical and creative skills is vital to attaining an effective marketing mindset.