Strictly speaking, core competence is something that can not be easily copied, imitated or surpassed. In other words, it either has a strong barrier or uniqueness that only you can have and no one else can have, or it can dominate the other for quite a long time, and no one else has, and no possibility of surpassing you.
For marketers, this kind of thing, apart from the personal brand that emerges from a series of complex precipitates (like Kotler, the father of modern marketing for most people, Troutt’s positioning is awesome and Ogilvy is the Pope of advertising, whether you like it or not) , other than that, it’s hard to talk about core competencies.
However, for most marketers, it is more realistic to first have the important competitiveness, and then slowly to precipitate out the core competitiveness. I think the following competitiveness, is very important, can also give you a certain sense of security, not as you feel in the title, marketing is very weak:
1. Knowledge systems:
There is a harmful argument: “Marketing knowledge is of little use, many successful businessmen have not learned what marketing, even just graduated from primary school, but also do a good job, marketing all depends on practice.”
This argument does seem to make sense if you don’t think about it. So many people from the first day of contact with marketing knowledge, let alone the establishment of a knowledge system.
It is important to note, however, that this argument refers to a businessman who, although he does not have much marketing knowledge, usually has super savvy, super lucky, or even special resources that enable him to make good judgments all the time, until it worked. And you, perhaps have nothing, but also there sillily said “Marketing knowledge is useless ah useless”.
Savvy, Luck, resources, these things are either null and unstable, or ordinary people simply do not have, and an ordinary person, in order to more stable output marketing ability, must have marketing knowledge!
In addition, for the argument that “Marketing is all about practice”, the principle of integrating knowledge with practice has been talked about for thousands of years from ancient times to the present. I will not talk about the general principle. I will only talk about my personal experience, at least in practical work, some common mistakes can be avoided through existing marketing knowledge, I will not use the practice to make it again in person, and when I encounter problems that can not be solved, I will often look through my knowledge notes, and do not deliberately look for anything, sometimes just look, from this often can also be a lot of problem-solving inspiration and inspiration.
To put it bluntly, if you have to practice everything in marketing to get results, it may end your life you can get very limited things. So this is also very extreme and extreme. The wisest approach must be to practice fully on the basis of existing knowledge, with a certain amount of reference and advance thinking, so that the success rate of practice is much higher.
In fact, there are also many marketers who recognize the importance of marketing knowledge and are consciously learning to supplement marketing knowledge. However, for quite a number of people, the marketing knowledge in their minds is scattered and fragmented, so why should we emphasize the systematization of knowledge? How to establish their own marketing knowledge system? Given the length and focus of the answer, let’s not get into it here. Try to include an article about it in your public ID in the near future.
2. Thinking Skills:
Insight, analysis, creativity and so on are all very important in the marketing work of some of the thinking ability, it comes from the talent, but also comes from a person’s growth process training. Why is it that when we sit together in a meeting, it’s easy for some people to see the essence of the problem, and for others to miss the point? Why do some people come up with solutions that are clear, while others come up with solutions that are formulaic? Why is it that some people have one idea at a time, while others have nothing to hold back for a long time? These things look very virtual, but it is also clear that your relative objective existence of the competitiveness of others, not as you are not as good as you.
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3. Case Studies:
You did it, he didn’t. That’s your main competition. Why do you think I asked you about your experience when I was looking for a job? And it would be great if you had a few big success stories in your experience, but beyond your capabilities and those of your team, it’s also tied to the capital resources of the platform you’re on or the client you’re working with, some of the big case in addition to their own good planning, often can not be separated from strong capital resources to support, so that it can fall to the ground, can be carried out smoothly without deformation. You’re in BAT, you’re in Procter & Gamble, you’re in Omey, you’re in Leo Burnett, you might get caught up in a big project, you might pull it off, and you’re in a small company, it might be much harder to make a case for the same kind of impact, even though you’re still the same person.
4. Client resources:
Marketing is bound to face customers, if you can consciously in the long-term marketing work to contact, to accumulate, to maintain a variety of customer resources, this is also an important competitive advantage for marketers who want to start their own businesses one day. After all, customers are directly related to the project’s revenue, profits, and survival, is also a very confident competitive advantage. Do not say that contact with customers are sales, I have always felt that even customers are too lazy to contact the marketer, it is impossible to really do marketing well.
5. Supplier resources:
And customer resources, whether it is a start-up or job-hopping, with ready-made supply side resources or partners, to be able to quickly lay out the work, landing implementation, is also an important competitiveness.
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