People are afraid and rightfully so today. The environment and the world is changing under our feet. There’s a whole new world on the horizon. The ground is breaking up and we’ve got to become modern marketers. And it’s hard, and it’s hard work, and there’s only been a few ahead of us who figured out how to do it.
And they’re still figuring some of it out. Five years ago if you told me that social media was going to matter as much as today, it would have been hard to necessarily guess. Or that mobile would grow as big as it is. But they’ve been saying it’s the year of mobile for the last 10 years, right? And I think we’re just trying to figure out what are the rules.
The only way to adapt to change is to experiment, right? We know that as little kids, that’s what we do. But as we grow up, we start going into school and we start following all these rigid rules and thinking OK well we’ve got to know things. We’ve got to be experts at everything and that’s the only way you get an A on your grade and we take that into our workplace.
But we’ve got to get back into being a little bit more childish, a little bit more creative, and being willing to experiment with things cause if there are no new rules in our environment, if they’re constantly shifting, we’ve got to find ways to be creative. And if we have the right focus, that yes, we’ve got to solve the customers problems first, and I gave this quote when I started in 2001, that’ll help us achieve our goals. And we can do that through experimentation and we could do it rapidly.
What excites me the most today is how the marketer can have control, seamless control, using all the data available. You can take all this incredible rich data, know the customer so much better online, offline, and then change the environment so that it’s personalized to them. That’s the future and it’s now, and we’ve got to start really leveraging it.