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Marketers are Paid for Insights” Says IIM-B Professor YLR Moorthi – But What Kind of Insights Will Get You Hired in 2025?

When Professor YLR Moorthi of IIM-Bangalore remarked on a podcast, Two by Two by The Ken, that “Marketers are paid for insights,” it struck a chord with us. What exactly are these insights, and why are they so valuable? As we step into 2025, it’s worth exploring the marketing landscape through the lens of someone contemplating a career in this ever-evolving field.

Listen to the podcast by Theken’s here.

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The Rise of Sub-Disciplines in Marketing

Gone are the days when marketing was simply about creating catchy slogans and running TV ads. The modern marketing landscape spans across digital, data-driven strategies, and human-centric storytelling. Here are some of the key sub-disciplines in marketing for 2025:Kind of Insights That Will Make You Irresistible

1. Consumer Psychology

Understanding what makes people tick is timeless. Today, this goes beyond demographics to include psychographics, behavioral patterns, and even subconscious triggers. How do you gain this insight? Through a mix of empathy, research, and an understanding of cultural nuances.

2. Data Storytelling

Data alone is boring. Data that tells a story? Game-changing. Employers value marketers who can:

  • Analyze datasets to uncover trends and patterns.
  • Visualize insights in engaging formats.
  • Translate numbers into actionable strategies.

3. Trend Spotting

The ability to predict trends before they become mainstream is a marketer’s superpower. This involves:

  • Following cultural, technological, and industry shifts.
  • Staying ahead of Gen Z preferences and behaviors.
  • Adapting to market disruptions, like the rise of sustainable and inclusive branding.

4. Agility in Execution

In a fast-paced world, the marketer who can test, iterate, and pivot quickly is invaluable. Agile execution is all about:

  • Running experiments and A/B tests.
  • Gathering rapid feedback from campaigns.
  • Scaling what works while discarding what doesn’t.

5. Cross-Disciplinary Knowledge

Marketers who understand the basics of design, coding, or sales bring additional value. For instance, knowing HTML might help you tweak an email campaign, while familiarity with sales funnels can help align marketing strategies with business objectives.How to Build These Insights in Your 20s

  1. Learn Continuously: Platforms like Coursera, HubSpot Academy, and Google’s Digital Garage offer free or affordable certifications in marketing sub-disciplines.
  2. Intern and Experiment: Hands-on experience is irreplaceable. Seek internships or freelance gigs to test theories and build a portfolio.
  3. Follow Industry Experts: Thought leaders like Neil Patel, Seth Godin, and marketing professors often share trends and insights that can shape your understanding.
  4. Build Your Digital Presence: Showcase your knowledge by creating content on LinkedIn, Instagram, or even YouTube. Employers notice self-starters.
  5. Network Smartly: Attend marketing webinars, join communities, and connect with peers on platforms like Discord or Slack.

Final Thoughts

In 2025, marketers aren’t just creative thinkers; they’re analysts, psychologists, technologists, and storytellers rolled into one. Insights are indeed the currency of marketing, and the more nuanced and actionable they are, the more valuable you become. So, whether you’re crafting a viral social media campaign, building a data-backed strategy, or creating content that resonates with millions, remember – it all starts with insights.

As Professor Moorthi aptly said, “Marketers are paid for insights.” Now, it’s your turn to make sure you have the right ones.

You can also refer to Professor Moorthi’s podcast at IIM B Youtube Channel here to gain valuable insights on marketing.

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