Today I am going to talk about marketing. Like public relations, marketing is an age-old practice that has changed dramatically – thanks for digital tools and social media. Some marketers say the past two years bears more changes than the past 50 years.
If you are one of those marketers who practiced for 20 years, will you be scared? Dan Lyon in his recent blog article Digital Distress: Quants Are Taking Over, and People Are Freaking Out talks about some shocking realities for marketers. “One thing I’ve learned just this week is that if I’d spent my whole career in this field, I’d be terrified right now. Because I don’t think there’s any job in the world that is changing so much, so radically, in such short time. And the truth, which nobody dares to say, is that a huge number of people who work in marketing are totally screwed…Adobe’s annual Summit conference for digital marketers… Here’s what they’re saying: Marketing is quickly becoming a field that is all about technology, and data, and science. If you want to stay in this field, you need to completely “reinvent” yourself. Adobe claims that 60% of marketers expect their role to change in the next year, and 40% believe they need to reinvent themselves, but only 14% actually know how to do it.”
I encourage you to totally embrace the change by learning and adapting. Aren’t you fed up when most executives still believe marketing is a cost-center that does not drive demand or revenue? Then you should welcome the change because we have tools to prove marketing helps sell products and gain exposure. We can turn marketing into something that could be measured, tracked and fine-tuned to maximize marketing investment. I personally think it is a dream-come-true.
It’s time to reinvent ourselves. If you don’t know how, start by changing your mindset and reading The Start-up of You – Adapt to the Future, Invest in Yourself and Transform Your Career, written by Reid Hoffman (co-founder and chairman of LinkedIn) and Ben Casnocha (entrepreneur and author). Welcome to the digital age.