Three Best Plays in the 2014 Marketing Playbook
At the end of January, some of our team members had the opportunity to attend the 2014 Kellogg Marketing Conference, Reimagine, Redefine, Reinvent: The New Marketing Playbook, which explored the changing marketing landscape, new opportunities and the key steps marketers must take to stay relevant.
The annual conference, which attracted nearly TKTK alumnus, forced us to ask ourselves the touch questions as we roll into the new year. For instance, have you rethought how your own brand or organization is marketing its services? How has your audience changed from when you last analyzed them? And the kicker: In an age where audiences choose what to look at and when, how do you not only hit, but move the moving target?
From listening to keynotes like Renee Borkowski, Group Vice President, Strategy & Insights, Razorfish, and Steve Carlotti, CEO of The Cambridge Group, we were able to glean three key insights on accomplishing that:
1. Always maintain a balance of artistic and scientific minds
According to Steve Carlotti, agencies are typically broken down to include artists, scientists and sages. Artists are the brand people: looking at how the world should be. These individuals use insight in decision-making and strategy. On the other side of the spectrum are scientists. The scientists are markets and look at how the world is. They make projections based on their knowledge of the world and numbers.
However, Carlotti says the most ideal person for an agency is called a “Sage.” This person makes decisions based on experience, knowledge and affinity. However, in today’s job market we’re encouraged to jump from brand to brand sages have been removed from the equation. So trying to maintain the balance within your organization will help to maintain the balance in your strategy.
2. Never Underestimate the Power of Mobile.
As we move forward, mobile integration has become more and more ingrained in the foundation of what determines marketing success. Especially as mobile adoption grows and people spend more time engaging with brands on their mobile devices.
In fact, according to the 2014 State of Marketing, 47 percent of marketers integrated mobile into their overall marketing program in 2013, and of those more than 95 percent found it to be an effective addition.
So it’s safe to say that mobile is a largely untapped and underrated channel of communication—and one to harness in 2014.
3. Always Localize Content
Effective targeting starts with high-quality content that adds value. And because values differ geographically, whether your company extends into international markets or reaches into corners of the United States, it’s important to ensure the content you produce is localized.
In other words, your message may be the same, but the way you communicate it should vary based on where your audience is located in the world. Because when the message is local, it will better resonate with the audience; and therefore be better received by the audience.