The Marketing Bureau


Specialist Marketing & Communications Resourecs

21

Dec

The One Thing Marketers Need To Do....



While They're On Vacation Next Week

By Lisa Arthur
First Published on www.forbes.com


Many of us will take a well-deserved break next week to enjoy the holidays with family and friends. And while I am a huge advocate for downtime and a big believer that we all need to occasionally retreat from our digital worlds, I’d like to ask you to do one thing.

Yes, by all means, go ahead and unplug. Power down the iPad. Close the laptop. Turn off your phone.

But, please . . . Stay tuned in.

Listen. Observe. Ask questions. Discuss. Spending time with your family and friends can teach you lots about what’s happening in our industry today.

As marketers, sometimes we get caught up in our own swirl. It’s easy enough to do, especially now when there is so much digital information streaming in 24/7. Sometimes we squirrel away and begin to focus only on the data. We become hypnotized, in a way, tying to decipher what the numbers tell us (or what we think the numbers tell us).

However, you need to remember this: As tremendously useful as it is, Big Data has its limitations. And, sometimes, the data you need you need most is right in front of you.

In other words, keep your eyes and ears open.

What were the most popular gifts at your house this season? How did people shop for them (online, mobile, in-store)? What are the hot topics your friends are talking about at parties? What television shows are they excited about? Which movies?

Watch how your family, your friends, your guests interact with media and mobile devices. Start a conversation about social media networking. They’ll tell you what’s working for them –and I’m sure they’ll also let you know what isn’t.

Without a doubt, the marketing revolution is going to continue to forge ahead, full-steam into 2012. But, through it all, our fundamental mission as marketers will remain constant, and whether you’re the CMO of a public corporation, the head of marketing at a mid-sized enterprise, or somewhere in-between, your charge, as always, is to grow revenue, retain customers and improve market results.

In order to successfully fulfil that charge going forward, you’ll need to better understand what your customers want, need and expect. So, take some time during your vacation to tune in to the people around you.

Enjoy your time away from the office. Unplug. Relax. But stay mindful of the data surrounding you. If you do, you’ll come back to work refreshed and ready to face the New Year equipped with perhaps the most valuable gift of all: a deeper connection to your customers.

 

 

Lisa Arthur is CMO of Aprimo, leading a marketing revolution. Join me!

 

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