Why the modern marketer....
The modern marketer is young, dynamic, nimble, clever and always on call. They never drop the ball, and always have something in their hand - namely, a cell phone with an Apple logo that is their all in one, complete communications platform that talks, listens, looks up and engages on levels no-one thought imaginable 20 years ago.
There are many great things about a modern marketer, but who is counting. Instead of doing the maths, the modern marketer is doing the sums, talking the talk and jumping hurdles in a way we never thought imaginable.
I cannot believe the difference the past 10 years has made to marketing and I am wondering if my "old school" counterparts are able to keep up - literally. We are not getting any younger and as much as we want to believe we are youthful and can tweet with the best of them, it is becoming more and more evident that the fresh out of University marketers know a thing or two about marketing that we just haven't quite captured.
Of course, there is nothing like experience. Having a few hard knocks and learning a few lessons the hard way. Every good marketer has had a failure that hopefully they have learnt from that many of our younger, more energetic counterparts have yet to fall prey to.
We also are more in touch with the fact that while the new is all and good, sometimes its the old school marketing campaigns integrated with the new that really catapults a brand to new heights and delivers on the sales goals of an organisation.
The topic "Why the modern marketer has nits" reminds me of when I was at school and someone had nits. You could see them a mile off and knew to not stand next to them. They would scratch profusely, sometimes none the wiser, only to find out that they had caught from some other child the dreaded, never to be talked about nits. Then in one fatal swoop, they would be gone, using a special shampoo that miraculously killed them and gave the poor child some reprieve.
The modern market can be seen at times as someone who has nits. They are often not sure what is wrong and when they work it out, they can fix it in minutes with all the tools at their disposal.
If they don't get onto it fast enough, they will jump from one person to another, spreading like wildfire and then their will be a plague. In the modern marketers case - of failures in the business and marketing dollars going straight in the bin with no real value attached.
Marketers have their work laid out in front of them. There is so much expectation placed on the modern marketer particularly with the Internet, Analytics and Social Media playing such a pivotal role.
They are clearly expected to know it all and be flexible by design, capitalising on opportunities and newer ways to market at the speed of lightning - at the same time sticking to the brand and strategy like glue.
How do you think the "modern marketer" needs to be viewed?