Even though I am not part of the Net Generation, I have learned a lot from it. This term was first coined by Diana and James Oblinger in their book Educating the Net Generation and provides great teachings for success in the marketing field.
Here are some key takeaways from this book that will help you towards marketing success.
Filtering Out the Noise
Our field requires us to constantly challenge the status quo. We have an incredibly amount of available information, however we have to focus on findings that can translate into applications for real-life situations. Your job as a marketer is to filter out the unnecessary noise and provide your client a set of guidelines that are relevant and actionable. Your client is counting on you as the leader to make sense out of the barrage of information.
This is a necessity. We need to lead by example and embrace channels of immediate communication like instant messaging (IM), text messaging, Twitter and email. We need to make our team understand that we need to accept the methods of communication from a client, particularly the ones that provide convenience to the client.
Adequate Use of Technology
Even though there are several technological advances, we need to make a judgment call on which ones truly enhance the communication capabilities of our team members. We need to maintain a judicious use of technology and use it only when it is truly effective. Also, avoid certain communication methods in certain situations that could expose to you risk. For example, did you know that emails can be used as enforceable contracts?
Likewise, we need to understand the digital divide of older generations and how we can transition them towards online environments (e.g. online portals for tracking portfolios), when appropriate.
Leading by Example
As a marketer you need to practice what you preach: truly care about work, staff and customers, while maintaining a high level of access to the latest information, communication and technology trends. While your main client base is different than that of your team, you still need to convey the appropriate work methodology to your team. To set clear standards, nothing beats exemplifying yourself, what you expect from your team members.
What are some of your own secrets to marketing success?
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