If the title didn’t pull me in quickly, it’s safe to say that the back cover did. And this is a compliment considering I’m a marketer and I see through most of the hyperbole. However, in a world full of all kinds of marketing books, it is always interesting to see when one comes out that doesn’t say the same thing as so many others.
Right now, Marketing is the business function that is changing more rapidly than any other. Driven by the shift in digital information and social media, the buyer's journey is evolving at a breakneck pace; business needs to evolve too. Marketing's role has always been about creating customers, and like the buyer's journey, this role has changed dramatically. We are now tasked with including customers in developing products that adapt to their demands. From direct marketing to social media to content marketing to online influence, every facet of business communication is changing. The role of Marketing is expanding, and along with it, best practices must be transformed.
Today's marketer must understand the vast number of channels through which businesses communicate with their customers. They must also understand how to build meaningful relationships with consumers to spread awareness, build brand affinity, maximize word of mouth and drive external influence. The end goal is to create not just a customer, but also an advocate who becomes a purveyor of your brand.
I had a chance to sit down with Daniel Newman (Who Co-authored the book with Hessie Jones) and ask him a few questions. Here is what he had to say…
John Rampton: The title of the book is super provocative, but also a bit morbid. As a marketer, why did you decide to go with such a strong title?
DN: When we started the project it felt like there were a million marketing books out there covering the gambit of everything marketing. We wanted this book to be different. Instead of another how-to book, we wanted it to be more. We aspired to help marketers understand not only what to do, but where we came from, why it all mattered and perhaps some new ways to think about their approach in the future. If you look closely at the cover the image shows a road, and a horizon, and upon the horizon there is light. In essence we are only doomed if we stay stagnant, and I don’t think that is so much morbid, but rather it’s realistic.
John Rampton: I talk here on Forbes a lot about the shifting role of marketing as it pertains to technology, customer experience and even bottom line accountability. How does “Evolve” address these critical areas for modern marketers?
DN: As the book progresses there are some common themes. Some of which are like you mentioned technology, marketing ROI and of course the customer. One of our goals as we wrote the book was to always tie the ideas back to the customer as they always have and always will be the center of the marketing universe. Technology is a vehicle that allows us to get closer to our customers. Higher touch, more frequency and hopefully more context; for us it isn’t about technology or ROI, but rather how we use tech or determine ROI by building a customer centric marketing approach.
John Rampton: The book digs a lot into data and privacy. I think some marketers are thinking about this, but a lot of them aren’t. Why do you feel that these areas warranted so much discussion?
DN: The data collection and privacy issues related to the connected web are going to be a hot topic. I see challenges for brands to deal with regulation and I see consumers becoming increasingly aware of how their data is being used. There is no doubt that big data is going to revolutionize marketing; heck, it already has. However, I still think there is some catching up to do from a regulatory standpoint and marketers will be affected by that. I don’t think a lot of marketers today would necessarily associate themselves with data, but really the entire marketing landscape moving forward will be data driven and marketers that are still thinking this is someone else’s responsibility are going to find themselves in murky waters.
John Rampton: Ok...So what are the big takeaways that readers can expect from the book?
DN: I knew this question would come, so before I even published the book I started working on this. I know that gaming headlines and writing lists are always good for views and readership. While the “Marketing is Doomed” concept has a provocative side to it, if we called the book 5 Ways To Drive Leads With Inbound Marketing we would probably sell even more. Having said that, I wound up boiling it down to 8 disciplines or practices that evolved marketing departments need gong into the next 10+ years. Quickly outlined:
Understand Evolution: Things are changing, what worked a few years ago likely needs updating. It’s constant and required for successful marketing. Customer Focused, Channel Aware: There are so many channels, but the customer must come first. Community Builders: Instead of going for eyeballs, seek loyalty. Community becomes the center of a brand strategy as well as the strongest purveyor of a brands message. Technology Rich: Technology is a marketers best friend. Data Evangelists: Gut intuition is a thing of the past. Data will drive the best marketing decisions in the future (starting today) Media Intelligent: There are so many different ways to create content than just blogs (for instance). We need to create the right media for the target customer and not become hyper focused on just what we know. Social: Social means many things, but every business can benefit from social. It’s a matter of figuring out how it helps your organization. Agile and Adaptable: So if we are aware that must evolve, then we must be agile. When we see change we respond. We change the rules, the metrics and the methods to make sure we don’t become endangered or extinct.
Yes…Marketing must evolve. But are we really doomed, or are we just suckers for a good provocative title? I guess you will have to find out for yourself. Purchase book here.
I want to thank Daniel Newman for taking a few minutes to discuss Evolve: Marketing (^as we know it) is Doomed with me.
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