Recently, I was invited to go back to my undergrad Alma Mater – Miami University to speak to students and faculty. The ask of me was simple…(err well kind of) The world of technology with things like Artificial Intelligence, Internet of Things, and Blockchain is capturing a lot of hype these days. But why should students entering the marketing world tomorrow, and the professors teaching them, care? To level set our conversation – I looked at the year I graduated Miami to get a refresher of the top global brands (based on revenue) compared to the top 10 global brands of today. Surprisingly, 70% of these brands have been replaced! Without question technology has changed the landscape of the global economy, but while some of these top brands today were directly born from technology others have embraced digital transformation to remain relevant.
Even in instances where technology isn’t being implemented for marketing reasons, the opportunity for a keen CMO still presents itself to understand what technology their company is leveraging and all of its potential. What they’ll discover is by then applying a marketing lens to this tech there’s an opportunity re-imagine the entire consumer experience. Helping to build meaningful relationships, make more personalized connections, establish greater trust, and ultimately drive deeper brand loyalty with their consumers.
Technology will evolve key traits will endure
As technology continues to advance, having a working knowledge of specific MarTech tools and the value they bring is highly important. However, what’s the best tool today is likely to be obsolete a few years from now. While undoubtedly “the robots” will take over some of the skills that people have built careers around, the people and organizations that survive will find ways to adapt.
So what are those key characteristics that will help marketers be effective 5-10-20 years from now? Based on my career in working with many brands and individuals “who get it” (as well as a handful who don’t)… Here are 7 Traits I assert will help marketers endure disruption
1. Know your Audience
The ability to uncover core universal human truths about your customers and consumers, as well as understanding what motivates your audience and how to empathize with them will never go out of style.
This is my personal take on how marketers can survive disruption as we all step into the future. Let me know what you think, Do you agree?