In the past, marketing was often undervalued as a career field, perceived as having limited scope and lower market relevance. When students in colleges had to choose between finance and marketing, nearly 80% chose finance because of its reputation and the misconception that it guaranteed higher salaries. 

In recent years, marketing has grown and evolved like no other field. Its impact has expanded so significantly that many employers today prefer hiring marketing professionals over finance graduates.

Let’s talk about a brand that has managed to go absolutely berserk with its marketing – so much so that it captured not only its target audience but people from every age group. No longer loved just by kids and teenagers, it suddenly became a sensation for everyone. That brand is Barbie.

As kids, girls have always had their best friends as these dolls, but as generations grew forward these dolls lost their charm and were replaced by electronics. In the year 2023, the company got its identity back by just being themselves.

Brands like these have reshaped the world of Marketing and now employers are just all in to do something “one step more” to enhance their brand image. Employers seek for : 

1. Idea Generation – Just like how a person gets tired of wearing the same clothes and feels the urge to refresh their wardrobe, brands are no different. Audiences crave something new, exciting, and refreshing from a brand. To maintain strong brand esteem, brands must consistently evolve, innovate, and show something fresh. Companies are in search of someone who not just focuses on sustaining the brand but can think out of the box for it.

1. Client Engagement – If your customers or clients are only seen as people who buy your product or service, then something is missing. Your true responsibility is to make them feel happy, valued, and secure. Employers look for individuals who go beyond transactions ; people who genuinely care, engage, and build meaningful connections with their clients.

1. Research – Behind every great campaign is a marketer who researched like a detective. They follow clues, study patterns, and uncover insights that make brands impossible to forget – marketers research about customers – their needs, fears, habits, and desires. Research helps them truly understand the human side of the audience, which is what makes their work so powerful.

1. Strong Communication Skills – Not everyone understands marketing and to those unfamiliar with the field, it can even seem unnecessary or “not worth the budget.” That’s why marketers must possess the skill to communicate the true value and purpose of their work. They need the ability to clearly express their ideas, justify their strategies, and show the impact of marketing to colleagues and seniors who may not fully grasp its importance.

1. Storytelling Ability – Those who truly understand marketing know that it’s never just about selling a product or a service – it’s about selling an experience, an emotion, a feeling people want to return to. The brands that last are the ones that master this art, delivering meaningful experiences that stay with their audience long after the purchase. Such as Nike.