If digital has shaken up many lines of code in the world of work, it is not an end in itself when it comes to laying the foundations, especially in commerce and marketing.
As such, digital can act as a specialization or skill to be acquired to complete a course. Fundamentals such as marketing and tradingremain pillars through which it remains essential to pass.
Especially when targeting positions of responsibility or which require a global vision in business. That is why train in marketing and commerce will always be a safe bet and an obligatory passage, to master these universes.
Communication, on the other hand, could act as a lever for transition to digital while integrating marketing.
Training in marketing and commerce
Trade and marketing go hand in hand, and training in these areas is always essential when you want to evolve in large structures, but not only. If it is a springboard for many, it is nonetheless a solid base for moving towards other functions. Functions more digitally oriented or integrating new emerging technologies.
As part of a digital transformation, these fundamentals also remain essential, because digital cannot be enough on its own. If we mention the metavers in the years to come, and therefore online virtual worlds, we can already anticipate what brands and other companies will do there, if not to sell and continue to practice strategic marketing.
The new generations and in particular the Z, even if they master the new communication tools, do not have to ignore the fundamentals of sales and marketing. A commercial or marketing action is rooted in tangible fundamentals. Beyond that we only adapt, transpose and as we like to say; until ensuring its digital transformation.
Trade is and will therefore always be a safe bet for executives, whether in terms of proven competence or vision allowing strategic management. Any self-respecting company is there to ensure its sustainability and must sell in one way or another; whether dealing with physical customers or Internet users.
The basic mechanics remain the same and are to be considered in my opinion as essential. When we see the level of skills and/or knowledge of the statements made by the “experts” in social selling, we can easily see that digital is not everythingand far from it!
Selling by tapping into the heap and seeing if it passes (you never know about a misunderstanding) is neither gratifying nor strategic when you also have to consider after-sales and customer relations.
We can clearly see the delay that we have in France on the customer relationship, where digital has improved absolutely nothing in the end. Chatbots, social networks that saturate, the so-called answers provided within 48 hours and Amazon is still castigated by raising a section at home, which has no comparison value.
If we consider companies like Apple or Microsoft, we cannot say that they have based their successes, and still today, on digital. Apple waited many years before setting foot on social networks. Their success is always based on perfectly mastered marketing and which generates results. Microsoft has taken enough time to build a solid reputation in its chosen fields, without relying on digital.
Everything evolves! we must also consider the digital but as a continuity that allows you to switch from one channel to another. At the end and whatever we say, there will always be a real person (we hope).
Marketing is a complementary tool for sale and one hardly goes without the other when you want to be a minimum of strategy and become a benchmark in your field. Referring companies and brands are mainly linked to their marketing, more than to their sales as such.
Marketing is a lever that allows you to develop your sales, and communication to bring your know-how and a message beyond the borders or imposed limits. If we keep these 3 major positions in business, the foundation will be solid and the transition to the web easier.
I don’t think and I don’t believe that one can learn to develop an online business without mentioning trade, marketing and of course communication, which aims to make itself known.
The transition to digital goes through communication
If the digital is certainly also a compulsory passage, everything takes place via a transition which allows to pass from one to the other while having a solid base all the same. Marketing is part of it, because it is transposed into digital where it is always a question of seek results and performancewhile relying on tools.
It is in particular communication which plays the role of transition, because the channels change, evolve, and it is necessary to know the codes well. Broadly speaking, communication must allow you to work on your image, your notoriety, while making your offer known and everything related to the company on current channels, in particular social networks. The print is still relevant, just like editorial communicationbut to extend the scope of your business, digital is the key.
You have to be able to put digital aside when you think globally about how a company works. Digital is the result of a transition from one mode of operation and/or consumption to another, which in this case takes place via the Internet.
As such trade and marketing will remain the pillars of a company which seeks to ensure its sustainability. It is therefore in my opinion essential to train in commerce and marketing when aiming for key positions and/or positions of responsibility.
Communication is the link that will allow you to bring your business to digital channels.