Next Generation of Marketing

The Next Generation of Marketing is Alive and Well

By Staff Writer
In March 21, 2013

When I started out in the marketing business just a few years ago, digital and social media were right on the cusp of breaking into mainstream marketing. Many agencies didn’t know enough about it to recommend it to clients, and the clients themselves were not quite ready to spend their budgets on such “risky” endeavors. Fast-forward to 2013. Digital and social media marketing has become a multi-billion dollar industry. My, how things have changed in such a short amount of time. For those of us in this next generation of marketing, we have our work cut out for us.

Quick wit and forward thinking are in the DNA of every good marketer, but nowadays, that alone doesn’t cut it. Take that DNA and add a V10 engine onto it, and that’s what’s expected of the newest generation of marketers. Keep up with the digital Jonses or fade into obscurity.

Emerging technologies are drastically changing the way consumers think and act, forcing marketers to constantly rebuild and redesign our strategies. And just when we think we have it down, a new trend pops up, taking us back to the drawing board.

My generation also has a huge advantage because we began our careers in the midst of this technological boom. Most of us can’t fathom living life without laptops, email, cell phones or Google, while many of the senior leaders in our companies started their careers using a typewriter and relying on snail mail. Having to think quickly and adapt to the constantly changing digital landscape is the only way we know how to work. However, the generational gap between the young rookies and the seasoned veterans is very real.

As the technological landscape rapidly changes, new marketing roles are evolving. Young marketers today are wearing many different hats as opposed to focusing on one area of expertise, and the progressive companies are beginning to see the value in well-rounded individuals who know a little bit of everything.

Knowledge of social networking, web, search, content, email, mobile and new technologies combined with good writing, creative thinking and strategic skills is golden. To top it off, be ready to have a good understanding of data measurement and analytics to back it all up.

Staying on top of these trends is a job within itself. RSS feeds are constantly being updated with articles on the latest and greatest social media trends and new digital technologies. If an article is published on Monday and you don’t get around to reading it until Thursday, chances are that article is already old news and quite possibly obsolete.

So how exactly are we supposed to stay on top of all of this change? Building a bridge between the generational gap is the first step. I’m very fortunate to work for a company that understands this. While the young people in my office including me have a great deal of respect for the industry veterans and continuously learn from them, they, in turn, have a great level of respect for us as well. They understand the value of the new set of skills we bring to the table and aren’t afraid to learn or ask questions.

No matter how busy we are with client work, our company leaders set the time aside weekly to ensure everyone is learning something new. Everyone needs to be involved. No excuses. We watch content marketing seminars as a group, and our younger people have the opportunity to lead how-to sessions in the latest social media trends.

It is imperative for full-circle knowledge to be embraced in an agency. The senior leaders are no longer the only ones doing the teaching. Investing in the younger generations and empowering us to take on that leadership role of teaching new technologies will motivate us to learn more and bring it back into our companies. Without a full-circle educational system, companies will fall behind, and in this next generation of marketing, you simply can’t afford to.

How do you keep up with the constantly evolving digital landscape?

Staff Writer

So who is this mysterious staff writer? Could be anyone really, as long as they meet our very strict criteria. 1) Worked with us in one capacity or another. 2) Have something pretty interesting to say. 3) Want to use our blog to say it. See? Told ya they were strict!