Keeping Up In A Digital-Driven Marketing World

In the ever-changing world of marketing, a premium is often placed on ideas over work experience. More seasoned executives may be feeling the youthful pressures of a new digital media-centered world and larger consumer society informed by technological change. And the insanely fast pace of digital technologies and emerging delivery channels make it difficult for executives to keep up, let alone come up with the next breakthrough strategy or idea.

Lest we veterans panic, some aspects of marketing are as predictable as a car commercial. This is why we can tune into the AMC television show Mad Men – circa 1962 - and nod our heads knowingly as character Don Draper ponders the current issues of the day. Gone are the martini lunches, but the basic tenants remain – the ability to develop, discern and sell good ideas predicated on a compelling insight. And make no mistake. Bosses and clients still want to look across the table and be reassured that their money is in the hands of people who know what they’re doing.

But how do marketing veterans stay attuned to digital and social marketing innovations during rapidly changing times? Experience is a huge asset, as long as you’re willing to apply it to the new digital paradigm.

For one, you need to be resilient. Be constructive, not defensive. Be open-minded about new ideas, new approaches and new technologies. Keep a fresh sense of discovery that the 20-something manager possesses. There is something to learn from our younger peers. The most recent election proved the power of Millennials to embrace and use digital technology to their benefit. Fresh thinking is needed to market to these Millennials and to Boomers as well. Remember, women 55 and older make up the fastest growing age group on Facebook, experiencing a 550 percent increase over six months ago.

Learn to embrace the new opportunities to engage consumers. Do you have your own Facebook page? Become an active participant wherever your consumers are. Communicate with bloggers. Fuel their passion for your brand/business or help placate their dissatisfaction. You can help foster direct communication with consumers and customers and enhance their brand experiences. Keep in mind that consumers are now co-owners of your brand and co-authors of brand messages. Consumers have more options than ever to control messages they receive, as well as more influence over how they create relationships with your brand or business.

It’s also vital to never stop learning. Remain a student of your consumers, your industry and especially new media. Here are some ways to do this:

- Immerse yourself in new thinking, new mediums and new experiences that help keep your thinking fresh. This might mean getting out of your usual environment, such as visiting a corporate facility, getting behind the counter if you’re a retailer or being a secret shopper of your brand.
- Even if you don’t embrace current pop culture – the musicians, the movies, the viral videos – at least be aware of them. Now, more than ever, pop culture and the power of celebrity influence consumer behavior.
- Read industry pubs (print or online) that can teach you, such as Ad Age, iMedia, eMarketer, AdTech and the Interactive Advertising Bureau (IAB), as well as sign up for their free e-newsletters. You can aggregate all of these resources online (via RSS, MyYahoo, or iGoogle) in one place for easy viewing each day.
- Sign up on Twitter.com to start following digital experts, such as Steve Rubel and David C. Smith. Twitter is easier than you think and an excellent way to experience cutting-edge digital marketing technology.
- Use online tools (many of them free) to track discussions about your company, brands and campaigns, such as Twist, Quantcast, Google Insights and Blog Pulse.
-  Attend local or national conferences or bring innovative speakers to you and the people in your company. There are more local resources at your disposal than you think. The Twin Cities is known as a hot bed of creative digital talent.