The future of marketing is bright, very bright!
I am fortunate enough to work for the largest technology research company in the world: Gartner
The biggest Symposium in the company’s history happened last week and I got to be a part of it. Met the worlds most insightful and sought after analysts. Attended some amazing sessions on future tech/marketing progress. Very cool week.
Marketing is going to be ruling technology. Its fascinating. Marketing is leading the way and technology has not other choice but to follow and keep up.
New emerging role: Chief Marketing Technologist
Some of my favorite factoids of the week from the Symposium:
- Google’s ad revenue surpasses the entire U.S. print industry
- Amazon’s warehouse space would fill over 700 Madison Square Gardens
- 55% of consumers share their purchases on a social site
- Truth in advertising: only 14% trust advertising
- Google pockets half of all mobile ad spending
- Greatest obstacle to digital transformation: lack of vision to define corporate strategy
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Microsoft recently came out with a new OS and tablet (surface) and the world was like “Umm.. ok, thats cool.” The problem is Microsoft has taken the brand equity in our minds as an old software company for enterprises to utilize. The cool factor does not apply to Microsoft at all and in my humble opinion the only way to fix it:
You have to stop copying what Apple is doing and make your own devices/solutions that will revolutionize the way people live their lives. Just like what Microsoft did with Windows 95 and bought the power of user friendly computing to every household. As a marketer when I see the surface tablet ads, it does not leave an impression with me. I forget the whole ad in seconds and move on to look at my iphone. When I played around with it I asked myself what does this do that I already do not do with my ipad? Answer: Nothing.
I am not an expert on technology (at least not yet) but in marketing (also positioning) you have to build a product that no one else has done before (a revolutionizing product) and take the first position category in someones mind. We know Microsoft has money, now all they have to do is get trendspotters, futurists and top minded technologists in a room to give is the next best thing!
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When I first got into marketing, I started to read Seth Godin. He spreads ideas like viruses and inspires people to Poke the Box. I am lucky enough to work for a company now that invites him to talk and share his insights!
I just read a post of his this morning and it ended with this:
The goal of a marketing interaction isn’t to close the sale, any more than the goal of a first date is to get married. No, the opportunity is to move forward, to earn attention and trust and curiosity and conversation. – Seth Godin
Could not say it better myself!
So I talked about engaging in my last post. I wanted to show myself and my team the power of social media so I started using Twitter at Gartner symposium 2012. Our #GartnerSYM was the way to connect. Now everyone probably thought that we use that as a newsfeed. I actually wanted to show everyone that this is the way to communicate and talk to people that you would never ever get a chance to talk to before.
So I started tweeting and taking pictures and posting them using #GartnerSYM. I started connecting with Gartner Fellows, CIOs, analysts and vendors. Even people in my own company that didn’t know who I was started reaching out and connecting with me just because of my interesting tweets. I started building relationships right off the bat with everyone.
I missed the special session with Keith Ferazzi who’s books I read and who’s videos I’ve seen many times over and over. A couple hours later after his session ended I tweeted him and asked him if he was still in Orlando and if he was able to meet up. He had to take a flight back to LA right after the session but he did tweet me back saying sorry that he had to go and he was truly touched by me wanting to meet him.
Overall two things:
1. I came back from the event making more connections that I could ever have dreamed of with strangers who now have become part of my network
2. I was disappointed in the lack of people who used Twitter in able to interact and connect. I think only 10% of the people used the power of Twitter to connect.
I used the power of social media not just to follow and see newsfeeds but to connect with people who I truly wanted to meet. Not for the sake of just meeting them but to learn and connect with them to keep on growing in my career.