In my opinion, great marketers have two qualities:
1. They are #storytellers. This ability of storytelling allows them to build the brand, its positioning and its functional and emotional benefits in the hearts and minds of customers in a language that connects with the customers, while being true to their brand's purpose.
2. They are #analysts. The ability to analyze trends and data allows them to form strong insights, and then turn those insights into opportunities through innovation or communication.
Quite often, marketers get enchanted by the creative side only, which can give them a few minutes of fame but cannot sustain them if the numbers do not come.
Great marketers know very well that good storytelling only helps, when not only does it improve the brand health, but also delivers on the financial metrics that matter. So a great marketer looks at his/her P&L to analyze and drive top line, bottom line and market share as much as looking at the advertising spends, video views and digital KPIs.
Quite often, marketers get enchanted by the creative side only, which can give them a few minutes of fame but cannot sustain them if the numbers do not come.
So I strongly believe that a combination of storytelling with analysis is the right mix to become a great marketer.
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