Defining a renaissance marketer in today’s digital landscape.
The ability to be multi-disciplined in the world of marketing is more important than ever before.
The digital marketing and social media world have experienced a lot of change in the last couple of years.
The introduction of AI into the mix has definitely changed how many people approach and manage their marketing. For many people, including marketing companies, AI-based programs have made them rethink how they approach their digital marketing and social media, but the underlying role of digital marketing professionals has also evolved at the same time.
“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.” — Beth Comstock, Former CMO & Vice Chair, GE.
In the following article, we’ll look at what a renaissance marketer is, how their role in the digital marketing environment has changed over the years, and what it means to be a renaissance marketer in today’s digital landscape.
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What Is A Renaissance Marketer?
Three key elements characterize a true renaissance marketer:
Being Multi-Disciplined
Understanding the Investment
Balancing Science, Technology & Marketing
Element 1 – Being Multi-Disciplined
Being multi-disciplined means that you’re willing to pull ideas from other areas of the digital marketing world or the world in general and apply them effectively to what you’re working on.
Just because something has never been done doesn’t mean it can’t or shouldn’t be done. Not everything will pay off, but sometimes the risk is worth the reward, and by thinking outside of the box, you’re putting yourself in a much better position to capitalize on those advantages.
“Failure is an option here. If things are not failing, you are not innovating enough.” — Elon Musk, CEO of Tesla Motors.
Element 2 – Understanding the Investment
Marketing is an investment, and thinking of it as anything else is a mistake.
When creating a marketing strategy, you have a goal and a plan. Each part of the marketing strategy, blogs and articles, social media posts, email marketing, advertising, or website requires an investment of both time and money.
You need to carefully evaluate all of these elements, understand how much time, money, or resources you’re willing to invest in them, and what the ROI (return on investment) from them will be like any other financial investment you make.
For example, running ads on social media is a crucial component of many brands’ digital marketing plans. However, you need to evaluate where your audience is, which social media platforms they use, how you’ll reach them, what type of ads will work, and how much money you’re willing to spend on social media ads.
Simply running social media ads because ‘that’s what everyone does’ can be a quick and expensive lesson to learn for many businesses that can’t afford to make mistakes.
A renaissance marketer understands the importance of looking at the big picture and making smart investments in the areas of digital marketing that will give the most significant ROI.
Element 3 – Balancing Science, Technology, & Marketing
People are complicated. Understanding people, how they think, and what drives them will give you a better understanding of your customers or target demographic. Some of the questions you’ll need to answer include:
What problem does this product or service solve?
How is this product or service making my customer’s lives better?
How will I reach my customers?
What will cause my customers to choose my product or service over my competitors?
How do I cut through all the background noise in the digital world and position my marketing in a way in which potential customers will engage with it?
You not only need to understand the how and why but also be able to effectively evaluate the results. What’s working. What isn’t working? Why isn’t something working, and how can I fix it?
According to Sprout Social, adults spend 95 minutes daily on social media applications.
That’s a 95-minute window for your ad to appear in someone’s feed.
Next, you need to understand your target demographic. What time are they most likely to be on social media? What related content do they look at? How will your ad grab their attention, and how can you get them to interact and engage with it?
When you have a better understanding of people, how they act, how they think, what drives them, and why they do what they do, you’ll be in a much better position to capitalize on that knowledge when making digital marketing decisions.
Why Is Being A Renaissance Marketer So Important?
A decade ago, being an expert in one area of digital marketing, such as a specific social media platform, creating landing pages, writing an article, or SEO, was enough. Most companies hire multiple people with diverse skills to develop an effective digital marketing team. However, this leads to a team of people working in their own area of expertise or bubble, and the overall results can be disjointed and not cohesive with the digital marketing concept of the business or brand as a whole.
Digital marketing is a team effort, and the entire team needs to be on the same page. That’s where the renaissance marketing mindset truly pays dividends. When you understand the overall goals and mission of the company or brand and understand how the different parts of the puzzle fit together, your role and the work you do within that role will have a much more significant impact.
Having a renaissance marketing mindset means that you’re ready to adapt to changes and actively looking for new pathways.
You are a trailblazer and a leader. Not a follower.
Being on the cutting edge of technology isn’t without its pitfalls, and you will undeniably make mistakes and choose the wrong path. Not all investments will pay off, but being willing to embrace change, think outside the box, and lead the way will always put you in an excellent position to capitalize on new opportunities.
Stay Cutting Edge
Digital marketers need to have a broad understanding of the digital marketing world and not become focused on only one aspect if they want to ensure that they remain on the cutting edge and don’t fall behind their competition.
The renaissance marketer is the future of digital marketing. Like it or not, if you’re not ready or willing to adapt and change as new technology, such as AI, is increasingly rolled out across all industries, you may be destined to be left behind.
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