It’s that time of year when we start thinking about big themes for next year. What will make marketers successful in 2014 and beyond?
Presuming digital continues to pervade — which it will — the environment will favor marketers who are not only smart and deliberate, but can adapt and pursue serendipitous shifts and opportunities.
Success will depend evermore on agility.
Here are key areas where you should put your organization to the “agility torture test”:
Please, no offense to any of my friends who are genuine speakers, evangelists, gurus and ninjas.
The challenge with recent Internet culture is it’s propagated an abundance of self-inflicted experts (especially in marketing) who weight their resumes with these attributes. When they’re used so much, they mean less.
Many adults don’t listen to kids, because they’re kids. But then, at some arbitrary point on the way adulthood, adults start listening to those people who were once kids. Dave Winer observed the idiocy of that.
I’m a simple guy. I have seasonal, primal interests.
In the spring, summer and fall, I tend to my vegetable garden. It satisfies my urge to dig my fingernails into the earth and make food emerge. It occasionally brings the family together — in planting, harvesting and eating.
But in the winter, I tend to piles of wood.
Consumer brands often develop big brand bibles, but they are largely ineffective at helping companies navigate social media. That is because they lack authentic personas, like people have. Yet shifts in the media and advertising landscape are creating a growing urgency for brands to have well-defined personas.
I learned a few weeks ago from Joe Mandese that Erwin Ephron had passed away.
While everyone gets excited over “native advertising,” the challenge remains that nobody can agree exactly on what it is — or isn’t. Or if it’s something that has existed for a long time — or hasn’t. Not only has the term native advertising become a cliche, its frequent usage to describe the indescribable has made hearing it somewhat tiring.