What's Required of the Next Generation of Marketers

Advertising Age quotes Andrew Hayes

Advertising Age | November 7, 2011

In a special Marketer Issue, quotes Andrew Hayes on the next generation of marketers:

Successful marketers five or 10 years from now will have to master relevant disciplines and tools, including those for digital and social media, to develop deep relationships with customers, said Andrew Hayes, CEO and CMO recruiter at executive recruiting firm Russell Reynolds Associates. He said they'll need to be able to "predict the future by leveraging insights, interpreting trends and mining data to consistently develop products and services consumers never really knew they needed or wanted."

And don't forget data as a key component of understanding ROI. "The marketer who is able to track ROI and understand how to manage their marketing group and budget with a ROI mindset -- those are the ones who are going to be the most successful. CEOs expect that now," said Mr. Hayes.

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What's Required of the Next Generation of Marketers