Coming into the marketing world as a university graduate, I knew what an EDM, open rate and click through rate was, but didn’t quite understand how it all worked. Last week I got a pleasant surprise when I went to analyse two EDMs sent out for a client and saw a whopping 63.6% open rate and 6.1% click through on one, and a 55.2% open rate and 13% click through on the other. I was shocked. I started checking everything, thinking I had somehow made a mistake and only sent it to a small database, or was looking at the wrong numbers. No, it was legit.
Watching women in high profile positions spruik their feminism ways, should not be the "lessons" you learn about feminism and Saturday's Royal Wedding was a clear reminder of that.
Being a young woman with high hopes in business and seeing these kinds of statistics is both disheartening and motivating. On one hand, it pushes you to think “I can do this, I can really make a difference”, then some days you see the number of male figureheads of a company or even the country, shake your head and wonder if it’s worth it (pro tip: it is).
The other day Marketing Eye Atlanta, as a team, decided to take the Myers Briggs personality test. What an eye-opening experience this was for all of us. We came to the conclusion is that our team is very diverse. Before taking the test some personality traits were obvious, but others were hidden talents that had not been discovered until completion of this test. Not only was the test great for gaining more insight into our co-workers personalities but it was valuable for personal reflection.
It occurred to me that Mellissah and I had rather similar personalities – both perfectionists, visionaries, intuitive, idealistic and determined. Of course, similar people would be attracted to the same jobs. That was expected. What I hadn’t expected was to experience this first-hand. It had made me question my individuality, but more importantly, meeting Mel helped me confirm that marketing was an achievable career choice for me.
In Malcolm Gladwell's book The Tipping Point, he popularised the theory of The Two-Step Flow of Communication (Lazarsfeld & Katz, 1955)1 by explaining how innovation and information is spread in a two-step flow, from mass media to influencers - and then onto the masses via the influencers. Gladwell renamed this theory ‘The Law of The Few’ and colourfully reworded it as, "The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts (the ability to influence others)".2 If you can overlook the blatant plagiarism, Gladwell must be congratulated for bringing the principles of the original theory back into the mainstream almost 50 years after its original publication, at a time when understanding influencers is more important than ever (if you're in marketing or politics).
It’s been a while since my last post when I decided to ditch my un-planned plan of travelling, chilling out, having some ‘me time’ (as the self help books would put it) and taking a breath. Let me tell you; I’ve been taking a lot of deep breaths in the last couple of months (into a paper bag at times) and it’s not that I haven’t thought about posting it’s just, well, I haven’t quite known how to articulate what’s been going on.
‘Every risk is worth taking as long as it’s for a good cause and contributes to a good life’ Sir Richard Branson