Exploring Nooks & Corners of Marketing to Lead the Digital Age

Andrew McArthur-Edwards built and sold a successful APAC Marketing Agency. 20+years’ experience with more than 12 in senior management roles, a strong and original mindset applied to executive roles in growing APJ corporations. He is experienced in sales and entire marketing, communication, lead management, partnership building and product management. He is focussed on Regional Multinational Marketing experience across the FMCG and IT sectors.

The vitality of the term marketing for businesses is manifold and refers to a whole gamut of activities that makes the customers aware of the products or services delivered, engage them, and helps them reach their buying decision. And, integrating an apt marketing strategy into a business may result in creating a lasting demand, reputation, and competition for its given brands. Therefore, marketing is the tailwind behind a hugely successful business and without understanding the importance of marketing, it is next to impossible to manage and run a profitable business in today’s context. Therefore, whether to sell products online, own a local business, or run a B2B business, the fact is today every business needs the right marketing strategies to grow its audience, reach more customers, build brand awareness, and increase sales to boost revenue and stand out in a competitive marketplace.

Owing to the flipped consumer behaviour, and new-age marketers entering into the field along with innovative ideas, new platforms, and technological solutions, the marketing landscape is witnessing a constant evolution. Whilst the evolution happening around the industry is welcoming and presents endless opportunities, keeping up with the shifts and rising demands is equally painful. Hence, in order to stand out in a highly saturated market and rise above the noise is the number one challenge, today’s business leaders are adopting cutting-edge marketing strategies in order to remain at the edge. Asia Business Outlook magazine recently engaged in an exclusive interaction with Andrew McArthur-Edwards, Group CEO, Now Comms Asia, where he guided us through a complete marketing know-how. Let’s understand what marketing is and what it holds for businesses from Andrew’s perspective. 

How far it is true that digital marketing will someday supplant traditional marketing methods?

As far I believe, there is nothing like digital marketing or traditional marketing, for me there is just one term - marketing. A successful product or a brand root back to the integration of both traditional and digital marketing. Above the term digital or traditional marketing, stands only targeted people or audience, in simple manner at the end of the tunnel you've only got one audience or one group of people with whom you're talking about your brand or trying to sell them the same, no matter digitally or virtually. All that matters is, the skills and expertise you hold as a marketer to grab the attention of a group of potential consumers, address their needs and requirement in every possible manner and most importantly retain them as the whole-time consumer for your firm. What I observed through my career is, people haven't changed, but the technological innovation and digital transformation coupled with internet over the last 10 years have drastically altered the way that we can reach out to the people. Traditionally, TVs, Radio, Newspapers and such thigs were the vital medium through which marketers used to reach out to the consumers however, with the advent of technology has weaponized marketers with direct mail, DM's, social media, website and more through which they can interact with the consumers directly and change their minds regarding the consumer’s existing product or services. Undoubtedly, Digital marketing can bring efficiency and a faster medium to reach out to the consumer but traditional marketing methods are equally important.

"In order to stand out in this cut-throat competition in marketing, keeping on top of marketing trends is paramount like never before"

Throw some light on how to stay apprised of the most recent Digital Marketing trends?

In order to stand out in this cut-throat competition in marketing, keeping on top of marketing trends is paramount like never before. Also, you need to find out where exactly your targeted audience is and what is their current need and demand, so that you can rise above instead of getting locked in the noise. These can be achieved through continually identifying new trends which can aid in developing digital marketing strategies, that are relevant and effective. Additionally, to remain at the edge of these trends, one need to be stay up-to-date with every single thing that is happening around. Thereby, subscribing the information resources such as Google Alerts, Social Media, Blogs, Email Newsletters and likewise can be instrumental. As, these are relevant to a wide range of digital marketing disciplines and drag you through the latest news and ideas that are continually brewing success in marketing. In this manner, marketers can come up with different ideas and strategies which can stands out, because they are unique and made with visions that points beyond tomorrow.

What is your vision with unifying sales and marketing to grow business and better customer outcome.

It is no secret that, sales and marketing integration plays a key role in improving overall performance of any organization. The interface between these two is one of the most critical relationships as both functions play a fundamental role in the organization's successful interactions with customers. In general, sales and marketing handle activities and share responsibilities that eventually lead customers toward making a purchase. However, It’s an age-old notion that marketing and sales teams don’t get along, with both considering themselves as the hero of a firm. But, putting aside differences if these two can work in an integrated manner with forward-thinking ideas and campaigns, they can open up a whole new world of potential clients and drive tremendous growth and can skyrocket the revenue. As a result, the organization can survive and thrive for a long term, respond effectively to market turbulence and can foster a competitive advantage over rivals.