After graduating in 2010 from the University of Nottingham with a degree in Finance, Accounting & Management, I began my professional career at a US private equity firm. My role in Corporate Accountin...

Katy Spencer, Consultant

Katy Spencer

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Our Partners and consultants share their perspectives and thinking on topical issues.

Marketing's 'rule of three'

Few can deny the world of marketing has been subject to fast  and furious developments in recent times. In this article Berkeley looks at three big shifts in expectations for the marketing function as a result of these developments, and identifies three big capabilities we believe marketing leaders need now and for the future.

Three big shifts in expectation 

Now, as always, companies have looked to marketing to increase customer reach and engagement, grow brand awareness and loyalty, deliver a return on marketing investment, and ultimately contribute to the company’s growth. Marketing has responded through its core capabilities of: 

  • Building customer and market insight
  • Developing brand strategies and brand propositions
  • Innovating products and promotions
  • Executing marketing campaigns
  • Managing brand and campaign performance

However, the constant pace of change today – driven by mobile and digital, and by consumers demanding more purposeful and personalised engagement – means that marketing’s role has changed, and there is no turning back. 

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Part marketeer, part technology and data specialist, part organisation and culture change expert – expectations on marketing have shifted. Knowing how to balance these roles can help marketing accelerate its ambitions.

Juliet Armstrong

Juliet Armstrong

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