You’ve heard it said over and over, and you’ve witnessed it first hand: our whole world – and the business world in particular – is changing at a fundamental level.
But what does that mean exactly for any given industry? What do we expect to see emerging from the digital revolution? And what will the impacts be on how various businesses and organizations operate?
Those are just some of the questions bouncing around in the head of marketers like Jonathan Nicolas, digital strategist and founder of GLO. “For good and for bad, this isn’t the same job it was 10, 20 or 30 years ago,” he admits.
“The current backdrop is not an easy one for businesses, business owners and executives to navigate. Marketing technologies are evolving at breakneck speed, and so are consumer behaviours. We’re seeing dramatic changes in both regards and people have no choice but to adapt.”
But what does this mean for today’s communications professionals – or those looking to break into the field? Nicolas asserts that we’re in the midst of a true paradigm shift. “The toolbox is changing. The tools we have to work with are more precise, but the downside is you may not know which way is up anymore. One of the things that’s important to factor into the equation: there’s now a whole host of digital marketing and communications tools readily available to anyone who wants them. It used to be that only the big players with the big budgets could roll out massive nation-wide campaigns. But now, smaller outfits, even startups, can easily challenge the status quo by being more agile and more in tune with the latest tech and trends in the market.”
With all the variables that go into a campaign these days, however, advertising and communication experts have had to develop another key skill: the ability to juggle. You may laugh at the mental picture that paints, but it’s not all that far from the truth. “There are so many things we can do, and with so much more precision than ever before. We’re switching over from a communications model that put frequency at the top of the list to one where relevance is the name of the game. With so many channels out there, we now have a lot more to plan and a lot more content to churn out. Another thing that’s important to remember is the presence of an increasing number of stakeholders, given how many touchpoints there are between a company and their customers. Whether it’s planning or executing a project, forging relationships with partners or analyzing metrics to see how successful an initiative is, it’s all morphing into something else altogether,” says Nicolas.
Developing a clearer idea of what the advertising profession is as we embark upon a new decade and getting a better handle on the vocabulary and tools that are part and parcel of this new paradigm are just two of the topics Nicolas will be looking into during the Marketing Communication Essentials program at Executive Education HEC Montréal, coming in January and February 2020. Do you want to learn more about the marketing sector and where it’s headed? Do you have burning questions you’d like answers to? Let him, Professor Pierre Balloffet and six other top-notch industry experts walk you through it – and teach how to keep all those balls in the air!