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On Feb. 13, Rob Beltman spoke about the future of marketing and organizational implications. It is clear that changes in the marketing profession are moving faster than light. Consequently, research shows that marketers in a broad sense do not feel ready for the developments coming our way.
Rob asked the marketers present which of the core functions of marketing they currently spend the most time on:
– discovering value: where is the “sweet spot” in the market
– organizing value: organizing resources and competencies customer- and market-oriented
– communicating value: communicating value to customers, stakeholders and society
– proving value: demonstrating sustainable, distinctive added value
The emphasis appeared to vary considerably among the attendees. Perhaps a fun question to answer yourself?
Rob painted a picture of the evolution of the marketing profession. Marketing is moving from the era of production and distribution, followed by the era of communication and branding, to the era of customer relationship management to the era of social networks. Therefore, an essential part of marketing in the future will be understanding social networks. The marketer will have to become part of the dialogue. The role of marketing will be to develop, manage and activate the network of partners, (potential) customers and influencers through a combination of owned, paid and earned platforms.
Clearly, marketing is too important in the future to be left purely to the marketing department. In designing the organization of the future, 5 principles apply:
– agility
– short-cycle orientation
– digital by design
– skills for structure
– director of relevance
Missed the meeting?
Did you miss the meeting and are curious? Rob has published the book The Marketing Organization of the Future.
About the speaker
Rob Beltman is a marketing strategist and expert in the field of customer-centric business. Based on the belief that customer-centric business requires multidisciplinary cooperation, Rob founded H3ROES in 2014. This is a cooperative association of professionals who together want to make the Netherlands more customer-oriented.
I am energized by human contact. My genuine interest makes candidates feel heard and at ease, leading to open conversations and strong connections. This is how I have built a powerful network of professionals and clients. Thanks to my commercial drive, I enjoy connecting the right people and contribute to WerfSelect’s PastPrecies matches– connections that really make a difference.
Josje has been WerfSelect’s ever sharp and positive advisor since its inception. She has built a tremendous track record within corporates to SMEs, as an independent interim manager and consultant within marketing. The latest developments within e-commerce and digital marketing have her special interest.
Norbert has been providing inspiring knowledge sessions and training for WerfSelect clients for many years. Because he himself was a marketing manager in a previous life, he can empathize with their daily practice. His passion is to help people experience more joy, peace and freedom in their lives.
