This January we reflected on some of the work we have been doing lately and how clients are evolving. While marketing has become so much more complex, mainly due to the many trends we have posted about here, we also see the net effect as working to make 2016 a “sweet” year for the industry. You can help make this the Year of the Superhero Marketer by keeping these points in mind:
- DISRUPTION GOES MAINSTREAM. Our last post dealt with this topic and was one of our most popular. It reminded us that back in the day (Mad Men era) and even up to a few years ago, clients were not up for rocking the boat in any way. This was especially true in large corporations, where playing it safe meant you kept your job. The ethics of the newer generations (Millennials +), mobile workforce, and the power of social media have changed the fear of creativity and innovation. Heck, it’s ALL disruptive now, with the new popularity of digital detox camps being proof of that (“Leave your cell: bring your bottle”). Today, the Big Boys want to show how nimble and with-it they are, and many of their employees are secretly hoping to be fired so they can launch a start-up.
- SMARTER CLIENTS. Some of the old-timers decry that marketing was a lot more fun when clients weren’t so in-the-know. We disagree, as it’s more enjoyable to play tennis with someone who plays better or at least at the same level as you. A client who is already up on strategic and media tactics that work is one you can take to a whole new level without stomach-churning stops & starts. Turning your client into a thought partner is what it’s about today.
- INFLUENCING vs. PUSHING. We have bloggers to thank for helping raise the consumer message bar. You can’t just dump rubbish on these folks. These arbiters of good (or bad) taste help keep marketers on course by immediately exposing phony pitches, tepid tones and other marketing sins. Influencing may take longer, but once is sticks, it lasts.
- MAKE METRICS MATTER. Perhaps nothing brings more fear to a marketer’s heart than measuring and evaluating programs. We’ve frequently posted about the importance of metrics, but it wasn’t always easy to measure success in traditional advertising. Former boss David Ogilvy was just one of the ad gurus credited with saying: “Half the money spent on advertising is wasted. We just don’t know which half”. Again, digital media to the rescue, with myriad ways to check, in real time who reads your stuff, who likes it, who buys it. If you’re a weak marketer, this allows you to change a campaign’s direction before disaster strikes. Think about that benefit alone: you get to keep the client!