Essential Traits for Successful Marketers
The overarching message is that buyers today have different expectations. Changing behavior means we need to adapt how we market. The way we engage customers and build relationships has become more complex and we have to think differently in an unpredictable marketing environment and business world.
That’s why it is no surprise that a Forrester report revealed 97% of today’s marketers are doing things they have never done before. We have to serve as agents of change. This means being open to new skills, understanding how to collaborate and bringing original insights to the table.
Would your colleagues use these words to describe you?
- Agile. Social media might be one reason why agility has become so crucial. Brands have spent recent years figuring out how to react to Twitter and Facebook and many have gotten a handle on what works, in terms of the type of content to produce and share. The ability to react quickly on social channels is important, whether to cut off something negative or to encourage interaction and engagement. But agility can be applied to all of marketing (and it will be amplified by social media).
When the power went out in the Superdome during the game between the San Francisco 49ers and the Baltimore Ravens, Oreo capitalized and tweeted: “You can still dunk in the dark”. This was retweeted 10,000 within an hour. While the television commercial for Oreo cost millions to develop, the graphic and tweet was designed, captioned and approved within minutes because the company’s agency (360i) was gathered in a war room during the game.
- Technically-savvy. New technologies, tactics and methods are introduced faster than we can adopt them. Marketers must be willing to learn every day about digital tools that improve their understanding, analysis and effectiveness. We also have to understand emerging technology and applications to spot potential business opportunities and threats. This requires paying attention to developments as they happen, doing the research and applying what makes sense for your business. Instead of “best practices,” think of “next practices”.
For example, BetaOut is editorial project management software that can be used by individuals or teams to schedule, plan and manage content creation. It is free for up to three users.