Let’s talk about marketing without sugarcoating it. Why? Because it is essential, it is necessary for marketing to be connected to customers’ daily lives and the real needs of businesses.

Recently, I heard marketing professor and consultant Mark Ritson in his talk, “Growth and the Peril in Purpose,” stating that marketers live in their own world and need to return to reality. Oops.

Yes, it is a fact that marketers are constantly called to prove their value. In every meeting, in every report, in every discussion with management, they face challenges. “How does this action contribute to business growth?”, “Why should we make this investment?” “Is it measurable?”, “Does marketing drive sales, or is it just hype?”

The truth is that marketing is neither a magic potion nor an unnecessary expense. It is one of the most critical pillars of a company’s growth—if applied correctly and strategically by skilled marketers. The problem? Marketers often either fail to communicate its value effectively within the company or lack the necessary knowledge to implement it properly.

A recent study by WFA & 2CV (Marketer of the Future) revealed that while 92% of marketers believe marketing is vital to a company’s success, only 54% state that it is highly valued within their organization. This clearly highlights the challenge marketers face in proving that their efforts are not just expenses but investments that drive real growth.

While 92% of marketers believe marketing is vital to a company’s success, only 54% state that it is highly valued within their organization.

Let’s explore how the future of marketing is shaping up and what skills will distinguish tomorrow’s professionals from those who merely “run campaigns.”

The three types of marketers who will dominate

Strategic Marketers

These are the professionals who deeply understand business growth and brand positioning. They do not focus solely on isolated communication activities but view marketing as a crucial tool for business growth and market differentiation. They design strategies that support overarching business objectives, from increasing market share to improving profitability. They focus on consumer needs, shape customer journeys, and deliver personalized experiences.

Strategic Marketers analyze competition, identify the brand’s distinctive assets, and create strategies that differentiate it in the market. They do not operate solely based on short-term performance KPIs; instead, they build brand equity, invest in awareness, and cultivate long-term trust with their audience.

Creative Marketers

Creative Marketers understand the power of storytelling and experience creation. They do not just focus on content production but on forging deeper connections between brands and their audiences. They know how to craft stories that shape positive brand perceptions and make a brand unforgettable and unique.

Creative Marketers do not just follow trends—they create them. They know how to adapt to new platforms and leverage innovative formats, from short-form videos and interactive content to long-form storytelling and AI-generated narratives. The best Creative Marketers balance creative freedom with business strategy, transforming inspiration into measurable results.

Data-Driven Marketers

These professionals recognize that marketing cannot rely solely on intuition and creativity. They use tools such as Google Analytics, CRM data, social listening platforms, and AI-driven insights to optimize campaigns and better understand their audiences.

Data-Driven Marketers leverage customer insights, AI, and machine learning. They continuously test different messaging, visual elements, CTA placements, and user experiences to deliver personalized content, optimize performance, and consistently improve conversion rates.

The skills of the marketer of the future

The marketer of the future will not be someone who simply executes communication activities based on directives from business owners and BU managers. Instead, they will need to combine skills from various fields to deliver real value to both themselves and businesses.

Most importantly, the marketer of the future must be able to design or interpret a marketing plan that includes the current state, brand analysis, SMART objectives, customer journey, marketing mix, STP, marketing tactics, budgeting, timetable, performance, and reporting.

According to the WFA study, 85% of marketers now consider data analysis a critical skill, while 87% believe understanding digital platforms is equally important. This proves that marketing is transitioning from an “art” to a “science” and requires a balance between data, technology, and creativity.

Let’s examine the essential skills:

• Strategic Thinking – It’s not enough to execute campaigns; marketers must understand the broader business landscape and make decisions that support overall company growth.
• Digital Intelligence – Understanding AI technologies, data-driven decision-making, and modern automation tools is essential for effective marketing decisions.
• Data Analysis – Marketers who do not rely on data are merely guessing. The most successful professionals will be those who can analyze numbers and extract insights that drive profitable strategies.
• Storytelling & Content Creation – Marketing without storytelling lacks impact. The ability to create narratives that emotionally connect consumers with a brand is critical.
• Business Acumen – Marketing is not separate from business strategy. Marketers must think like business owners, understanding how revenue is generated and how marketing supports overall business objectives.
• Adaptability – Marketing evolves rapidly. Those who fail to keep up will be left behind. Continuous learning and the ability to adapt to new trends are essential characteristics for those who want to stand out.

Marketing is not hype, It’s help

There is a long-standing misconception that marketing is just hype—that it merely “sells dreams.” Not anymore. Jay Baer analyzed this in depth in his book, Youtility: Why Smart Marketing Is About Help Not Hype.

The reality is that marketing is about managing brand perception, creating demand, gathering and analyzing market data, building trust, and ultimately being a key driver of business growth.

Companies that understand this invest in marketing strategically. Marketers who grasp this balance strategy and creativity equally.

According to the same study, 71% of C-suite marketers believe that senior management lacks an understanding of marketing’s role. I would add that there is also a knowledge gap among the new generation of marketers, many of whom do not understand the fundamental steps of marketing.

71% of C-suite marketers believe that senior management lacks an understanding of marketing’s role.

This means that marketers must speak the language of business, connect marketing to revenue streams, and prove their value beyond just metrics.

Marketing is not a luxury—it is what makes a brand stand out. And the marketers who will excel in the future are those who can apply marketing principles in practice and drive real results.