If digital has shaken up many lines of code in the world of work, it’s not an end in itself when it comes to laying the groundwork, especially in commerce and marketing.
Thus, digital can act as a specialization or skill to be acquired to complete a course. Fundamentals such as marketing and negotiationcontinue to be pillars through which it remains essential to pass.
Especially when it comes to positions of responsibility or that require a global view of the business. Therefore marketing and commerce training it will always be a safe bet and a mandatory ticket to dominate these universes.
Communication, on the other hand, could function as a lever to transition to digital by integrating marketing.
Training in marketing and commerce
Commerce and marketing go hand in hand, and training in these areas is always essential when one wants to evolve into large structures, but not only. If it’s a springboard for many, it’s still a solid foundation for moving on to other roles. More digitally oriented functions 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 coming years and therefore in online virtual worlds, we can already anticipate what brands and other companies will do there, if not 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. Furthermore, we just adapt, transpose and as we like to say; to ensure your digital transformation.
Commerce is and therefore will always be a safe bet for executives, whether in terms of proven competence or vision that allows strategic management. Any self-respecting company exists to ensure its sustainability and must sell one way or another; whether dealing with physical customers or Internet users.
The basic mechanics remain the same and should be considered in my opinion as essential. When we look at the skill level and/or knowledge of the statements made by “experts” in social selling, we can easily see that digital is not everythingand far from it!
Selling by hitting the pile and seeing what happens (you never know about a misunderstanding) is neither rewarding nor strategic when you also have to consider after-sales and customer relationships.
We can clearly see the delay we have in France in the customer relationship, where digital did not improve at all in the end. Chatbots, social networks that saturate, so-called responses provided within 48 hours and Amazon is still punished for raising a section at home, which has no comparison value.
If we consider companies like Apple or Microsoft, we cannot say that they based their successes, and still today, on digital. Apple waited many years before setting foot on social media. Your success is always based on marketing perfectly mastered and that generates results. It has taken Microsoft long enough 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 passing from one channel to another. In the end and no matter what we say, there will always be a real person (hopefully).
Marketing is a complementary tool for sale and hardly one is without the other when you want to be a minimum of strategy and become a reference in your field. Reference companies and brands are primarily linked to their marketing rather than their sales as such.
Marketing is a lever that allows you to develop your sales, and communication to take your know-how and a message beyond the borders or limits imposed. If we maintain these top 3 positions in business, the foundation will be solid and the transition to the web easier.
I do not and do not believe that one can learn to develop an online business not to mention commerce, marketing and, of course, communication, which it wants to make itself known.
The transition to digital goes through communication
If digital is certainly also an obligatory passage, everything happens through a transition that allows moving from one to the other with a solid foundation. Marketing is part of it, because it is transposed to digital where it is always a matter of look for results and performancewhile relying on tools.
It is in particular communication that plays the role of transition, because channels change, evolve, and you need to know the codes well. In general, communication should allow you to work on your image, your notoriety, while making your offer and everything related to the company known on current channels, namely on social networks. Printing is still relevant, as is editorial communicationbut to broaden the scope of your business, digital is 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 continue to be the pillars of a company that seeks to ensure its sustainability. Thus, in my opinion, training in commerce and marketing is essential if you want to reach key positions and/or positions of responsibility.
Communication is the link that will allow you to take your business to digital channels.