After graduating from the University of Nottingham with a degree in Finance, Accounting and Management, I took two gap years where I carried out voluntary work (Citizen’s Advice Bureau), an internship...
Hemal Dave, Finance Analyst
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Home > News & Views > Insights & News > 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.
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:
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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Designing and delivering multi-channel strategy
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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.
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