The world is changing. Consumers are changing. Marketing is changing.
However, when I observe some young marketers, I sometimes feel like I’m watching politicians. They enter the profession with a lot of ideals and after a few years it seems they forgot all of them. They are taken by the job. They are prisonners of their ambition. They forget about the ultimate goal of marketing – i.e. creating value and delivering satisfaction – in order to focus on short term sales and profit because they think they will be judged on that !
Besides the fact that it’s futile, this attitude is also pointless and useless in the context of today ‘s marketing. That’s why I want to offer here my seven rules to follow if you want to always be a great marketer.
1. Practice real marketing, not fake marketing
It’s just basic but very often forgotten. Real marketing is the process of generating a long term sustainable flow of revenue thanks to a mix of 3 ingredients : customer loyalty, strong reputation and constant innovation. If you focus on short term sales, you’re not a marketer, you’re a salesperson. If you focus on short term profit, you’re not a marketer, you’re a finance person. Explain that your boss !
2. Forget about models: real life is never as in the models
I’m used to see students and young professionals use models. They feel comfortable drawing matrices, tinkering a SWOT or swinging everything into a business model canvas ! Most of the time, it’s poorly done. It does not have the substrate necessary for understanding the key issues.
Forget about all that. Organize your ideas differently. Create your own model, your own canvas, your own plan. Make powerful analysis based on your own reality. And forget about the 4p’s, it’s just all stuff of the 1950’s !
3. Understand the world and immerse yourself constantly in the society
Great detectives like to smell the scene of the crime ! They don’t stay in their office. They’re in the field. Great marketers also. To address customers’needs and understand behaviors, you need to penetrate the society. Not only your own circle of millenials but also and foremost all layers of the population. Not only your own country or city but also other places in the world. Not only on some days or weekends but at all times. Every 4 or 5 years, take 3 to 6 months to travel around. Open your eyes and your ears and rediscover the world.
4. Be a citizen: responsible, respectful, militant
Marketing today is about being engaged. Brands should mean something else than quality, reliability and seduction. As a marketer you have a strong influence on society. You have the power of words, the power of action and sometimes the power of money. It’s a high responsibility. Use it wisely but use it. Don’t use demagogy to sell your stuff. Respect the customer, respect the product and respect yourself. When time will come to reflect on your life, be sure you’re proud of what you did as a professional.
5. Be sexy but not over-sexy: be genuine and authentic
Marketing is about seduction, right ? Seduction is the process of deliberately enticing a person, to engage in a relationship. But as Tom Martin wrote in Advertising Age « …seduction is hard. It requires time, patience, skill and a willingness to give before you get… » In marketing as in real life, fake behavior may get you short term recognition but will eventually result in some kind of disaster. Consumers were often mistreated and have been too often deceived. They became suspicious. Authenticity is what will make you win the hearts of your clients !
6. Have an immense culture: read, listen, discuss
Complex, paradoxal, ambiguous. This is how our world is now. It makes it hard to understand, even when you rely on the best experts to help you. And most people became so ignorant today that those who are cultivated have a definite advantage when comes the time to perceive reality and find great solutions. Cultural intelligence has never been so crucial for leadership and success. Be distinctive. Spend time, much time, to build and maintain a solid CQ (Cultural Quotient). Read less business books and more essays. Attend conferences, discuss with philosophers and devour TEDx talks
7. Sleep with your customers
When I started my career in marketing at Procter & Gamble, my boss took me in his office and urged me to take home a full load of P&G products. « You should use your products » he told me. « You should love your products. You should sleep with your products ». He was right. At that time, product marketing was the ultimate strategic posture. Today these times are gone. Marketing is about offering solutions to customers, bringing them the most value, oversatisfying them. To do so, you need to know your clients intimately. So, if he were here today, my ex-boss would say : «…know your customers, love your customers, sleep with your customers… »
Marketing may be about technique but it’s about attitude and mind openness before all ! A marketing person should be madly curious, a fierce fan of new trends and intensely passionate. S(he)’s the one who will open the eyes of her (his) organization, stimulate everyone’s mind and fight for innovation and creativity of all.
Be aware of your responsibility and be inspired !