Customer And Content Are King In The Future of Marketing
If you think that title is blatantly obvious, just look around!
Whether you’re in the consumer of business marketing world, most of the marketing messages, platforms and ideas do not put the customer first or drive any relevant value for your buyers.
That’s why in this Future of Marketing series, we are looking for the guidance and advice from the best minds in our industry. I started with my own prediction that the future of marketing lies in our ability to transform the entire enterprise into a truly social business. Mark Schaefer discussed culture and the future of search. Marcus Starke predicted the rise of the science of marketing and Ann Handley called for more brands to become Content Brands.
Tell us about yourself?
I’m currently a featured blogger for AT&T and a top-ranked blogger for CustomerThink.com. I am also ranked as the #3 most followed CMO on Twitter by Social Media Marketing Magazine and #4 most followed Marketing Professor on Twitter. I was also a LinkedIn early adopter: One of the first 100,000 people (#74,136) to join the network.
I also have a personal mission statement that reads: To develop, grow and leverage superior business acumen in order to maximize value for my network, and to provide a life for my family that is filled with spiritual growth and Christian leadership, financially secure, learning, loving and fun.
OK, you probably didn’t see that coming did you?! So, on a more pragmatic note I’ve recently established my own firm that provides interim or part-time CMO services. After 30 years in the profession, I’ve learned a few things or two about marketing and sales.
Tell us about some tough marketing challenges?
This would be a good time to point out that it’s too late to qualify as an early social media adopter. If your company is not already testing some social media pathways you are officially behind right now. Social media is much more than a new approach to marketing; it’s something that often cuts across the entire enterprise.
For that reason, what you’re ultimately looking for is seamless interaction between Strategy, Technology and Processes across all functional areas, including; sales, marketing, HR, IT, finance and legal. So, get started by focusing on your strategy first. Make sure your social media marketing strategy integrates and supports your strategic business plan.
What’s your prediction on the future of marketing?
Let me answer that question this way. Ted Turners old success advice; “Early to bed, early to rise, work like hell and advertise” is not something marketing can bet their career on anymore. In today’s relationship-based economy, the consumer and relevant content is king. The consumer is looking for transparency, trust, relevance and engagement. You are going to need a social media strategy to deliver on those expectations.
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