Jatkuvasti muuttuva ja yhä teknologiaorientoituneempi markkinointikenttä vaatii parempaa asiakasymmärrystä ja kattavaa Big data-analyysiä, jotka tukevat tehokkaita markkinointipäätöksiä. Sen lisäksi tarvitsemme markkinoinnin mindfulnessia, jotta emme takertuisi tuttuun ja turvalliseen, vaan haastaisimme itseämme ja löytäisimme oikeanlaisen flown tekemiseen.
Development is never easy, but sometimes you just have to sit back, take a deep breath and start all over.
Alarm rings. You wake up, brush your teeth, fix your hair, eat breakfast, take the kids to kindergarten, drive to work, drink some coffee, check the mail, make some calls, join a meeting, drink more coffee, pound some excel, join another meeting, work on a presentation, eat a quick lunch, meet a client, handle stuff, more coffee, more excel pounding, pick up kids (late again), get stuck in traffic, fix dinner, put on a TV, work some more, procrastinate in YouTube and fall asleep on the sofa. Alarm rings. And repeat. And repeat. And finally, TGIF! And you’re kind of pleased with yourself: at least you met the (critical) deadlines and no fires. But did this week leave you any wiser than the previous one?
It has become increasingly difficult also for a marketing professional to keep up with the pace. Whether it’s keeping up with the ever-emerging social media platforms, comprehending and analyzing Big Data, trying to unveil the ever-changing desires of consumers or trying to update marketing technology and (sticky) processes to meet the demands of the real-time marketing trend. While still having to excel also in all the other new & old tricks marketers are expected to do in 2016 for their 5 P’s.
Since it is still often typical in “efficiency seeking” organizations to reward people based on short-term gains, same way we people tend to reward our own behavior, real development is often left to a role of a supporting actor. It is often far too easy to actually NOT sit back, take the time, question current practices and learn – which would cause better results in the long term.
In all this endless data flow and thousand small errands to run, it is so easy to give the wheel to our internal “Instant Gratification Monkey” (thank you, Mr. Urban) – that is, the other voice in our head that would rather just keep things the way they are and as easy as possible in the short term.
It is painfully true that even if you knew the final destination you’d like to aim at, sometimes the fog is thick and it is hard to see what even should be done next. But here are a few ideas to clear the sky a bit:
(Borrowing broadly from the concepts of some far greater Thinkers.)
Right View – Free your mind. Let go of the ideas of how things have been done so far – even if they’d be central in guiding us what are the right or wrong ways to do things. Now would be a good time to “think outside the cubicle”, maybe even go wild and try something totally different?
Right Thinking – Change your working methods to question habits and processes. Ask yourself two questions often: “Are you sure?” and “What am I doing now?” It will clear the sky and make it easier to navigate when you are more certain of what you are doing and why. We tend to stick to our habits, even the ones that cause us harm. Sometimes, facing the truth about the state of the business might be difficult – though first step of healing is admitting there is an elephant in the room.
Right Diligence – Pursue change through positive thinking and the right effort will follow. Change is never easy but it is easier to motivate others (and yourself) when you pursue change through joy, ease and interest to evolve – or as we would say in Finnish “ilon kautta”! Development has rarely been a straight road but if you don’t get too caught up on those bumps in the road, the effort will pay off in the end.
Right Mindfulness – Focus on the present task at hand. It’s easier to look deeper, understand and transform the habit energy into a mindful action, when you try ignoring the never-ending to-do-list in your head (or the latest cat videos, snaps or dinner recipe). Mindful working method eases the confusion – and thus the fog.
Right Concentration – Focus on what matters. Whether it’s about rethinking organizational processes or optimizing your media-mix strategy, use data to find out what matters. Even if others are doing something doesn’t necessarily mean you need to. Why guess? Find out what kind of marketing works best for your business! Don’t try to do everything. Less is more.
Right Action – Practice a mindful consumption of data. As long as you stay aware of what you don’t yet know but might need to know at some point, it’s better to focus on the most relevant data that will help you to go forward towards your set goals now. Instead of countless rows of raw data, it’s about demanding better insights and recommendations. It’s about demanding less clutter.
As we are trying to serve our clients better and meet their changing demands, also our business is changing. Fast-paced and more technology-oriented marketing business is showing growing needs for better insights and comprehensive Big Data analysis skills to support more efficient marketing decisions. There are also clear demands for methods, tools and services that are more agile in nature and can provide faster and more actionable insights for real-time marketing purposes. Technology surely plays a significant role in all this, but it’s key purpose is to help us understand the market faster and decrease the clutter so we can focus on the most important thing – understanding the irrational, emotion-driven customer.
If you are interested in clearing out the fog for your business, we are happy to help.