“… marketing as a function in itself has dramatically transformed and has to keep dramatically transforming in order to even have a chance to win that consumer who now has so much power, so much access, so much choice and so on…
… Marketing is no longer about marketing. In fact, that’s the biggest barrier. How do you enable marketing to stop marketing, to start understanding, to start conversing? Which cannot be done by marketing alone. That’s why ever marketer has to now be a data analyst, they have to be a technologist, they have to think “product”, they have to think cross-functionally…
Marketing is now an always-on engine. It can no longer just have a start and end of a campaign. Marketing has to continuously listen and interpret the user needs, the consumer need, the consumer demand. The way I summarize the purpose of marketing now is the ability to predict what the user need is even before she knows she needs it. That’s the magic of data.”
Sounds a lot like he’s stressing the underlying importance of market research to understand consumers in order to know how to create value for them, leading to an increase in the user base and retention. Enlightening conversation between Mayur Gupta, VP of Growth & Marketing of Spotify, and Erich Joachimsthaler, the CEO and Founder of Vivald, in the “Business of Platforms” video podcast series.