Should marketers become experts in one industry or change industries throughout their careers?
Perhaps the question should actually be: ‘CAN marketeers change industries just like that?’
Yes of course they can!
5 steps to changing industries:
1. Know your target audience: you have to become familiar with your target audiences, their habits, likes/dislikes, what they want, who the influencers of the community are.
2. Key players: who is the competition? Who are the key players in that market and why? What USPs are they marketing and which ones can YOU market?
3. Contacts: start looking for industry contacts through social media sites, industry exhibitions, word of mouth.
4. Observe: this is the best way to learn. You need to observe what the trends are in the industry before you make a move.
5. Find a USP and start to market your new project/brand.
I feel your knowhow will be very valuable even if you decide to make an industry change. All your marketing background will be useful no matter which new industry you decide to enter.
Marketeers need to be flexible, open-minded, non-resistant to change, willing to learn, continuously developing their marketing skills.
