It is the time of year where experts, pundits and gurus all make their predictions for the following year and provide a list of resolutions for marketers to follow in the New Year. Some people look at trends and predict what marketers should do based on those trends, or what they should be following (key word, you’ll see why) in the upcoming months. Heck, I’ve even gotten sucked into this in the past. Well, no longer. Why?
Because I want you to take notice with every single commentary you read that has to do with 2012 predictions, resolutions for marketers, and industry trends. There is one common thread I’ve found in most (all) of them.
They are reactive, not proactive. Resolutions for marketers, comments about the trends happening or future predictions are all made based on something someone else did or put in place. I don’t think I’ve ever read anything that urged marketers to do something truly innovative. Don’t believe? They usually go something like this (keep in mind, these are actual things I have read):
“Marketer XYZ should not be the last one to build a mobile site.”
“I will make exceptional customer service an everyday practice.”
“I will take a greater interest in maximizing social media.”
“Marketers should vow to elevate the CMO function within the C-Suite.”
So, my issue with these – and other resolutions I’ve read – are two-fold. One, they are not new. Two, they are reactive to things that have already happened rather than be proactive and leading.
Now, let’s take trends themselves. Predicting trends is something everyone feels compelled to do in their respective industry. If the predictions come true, that person gets to brag about what a genius they are. If the predictions fail, well, most of them do anyway and so nothing is lost. By at least putting something “out there”, you are considered a thought leader by giving your opinion.
Wrong. Thought leadership isn’t about just giving your opinion. And it sure isn’t about giving your opinion on the back of something that has already been happening or has already been started. That is a follower strategy and I believe is symptomatic of broader issues within the field of Marketing.
So, I have two resolutions for anyone involved in the Marketing field for 2012.
1) Look at current trends, but only insofar as they drive your approach to actual innovation going forward. Don’t be reliant on, or beholden to, the trends themselves; rather, be the one driving a new trend based on the “old” trends.
2) Sometimes reacting, rather than innovating, is necessary in Marketing. But I would argue too often this is a crutch and does nothing to actually advance the field of Marketing. It is the difference between being a follower and doing the “status quo” and being a leader that uncovers creative approaches and starts new trends. I don’t know about you, but I’d much rather be in the latter camp.
So please, take these types of commentary with a heavy grain of salt. Marketing innovation, and future resolutions for marketers, should not be a “piggyback” strategy or a “me-too” kind of thing. The best marketers did not, and currently do not, look at what is happening now or what happened the last six months. They are already thinking ahead and trying to figure out a new way of communicating, measuring, managing and yes, leading.
