Impressions

by Cochran

2009: Journey Into the Marketing Unknown

A close friend recently sized me up this way: “You’re most comfortable residing in the ‘unknown’ because that’s where the most learning takes place.”

If that was an accurate assessment, then 2009 was definitely my best year ever. It was chock full of unknowns.

After 10 years as the owner of a marketing and creative design group, all of a sudden, new customers were not beating a path to my door as readily as before. Even long-time customers were scaling back on their marketing initiatives. I took a deep breath and began brushing up on my sales skills, reacquainting myself with some tried and true methods and attending a seminar or two to learn some specific tactics for selling in a down economy.

The marketing and advertising industry was in serious change mode well before the economy took its nosedive. The Internet had already changed everything. No longer were companies relying solely on traditional print and broadcast media to market their products and services. There was and continues to be a whole new set of skills necessary to compete as a marketing professional.

Several years ago, the unknowns of the online world began presenting themselves to me. Website design and email marketing were quickly becoming prerequisites for maintaining a viable business model. In true form, I jumped into those unknowns with both feet, learning as I went and happy to be doing so.

Much to my delight, even more unknowns showed up in 2009. The year has found me gaining fluency in search engine optimization, blogging and social media, especially Twitter. And, I’m reading everything I can get my hands on about design thinking to learn how better to help my business and my customers’ businesses grow in more innovative and human-centered ways. Books of particular note include Ideo’s Tim Brown’s “Change By Design” and “The Design of Business” by Roger Martin, Dean of the Rotman School of Management.

Despite the unruly and disruptive nature of 2009, I was a bit sorry to see the year come to a close. However, I have a sneaking suspicion that 2010 will present even more unknowns to us all. The pace will quicken too.

Let the learning never end.

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January 2, 2010 Posted by | creativity, design thinking, Marketing, Online Marketing, social media | , , , , , , , , , , , , , , | Leave a comment

You Is #1

Nope, that’s not a typo.

According to the Psychology Department at Yale University, “You” continues to be the #1 most powerful word in the English language. In today’s world of on-line communication, words are more important than ever. With Twitter, for instance, you are limited to a maximum of 140 characters per tweet. What you say is still important; how you say it and which words you choose continue to be even more important.

Keep your communications personal. Try to use “you” throughout each and every day. Use “you” when you send emails, tweets and thank you notes (remember those?). Use “you” in your blog posts, in your advertising copy and in lively discussion around the lunch table.

“You” is powerful. “You” is personal. “You” is still #1.

Let me know what you think and, for the record, here are the other nine bon mots according to the Yale study:

2. Results

3. Health

4. Guarantee

5. Discover

6. Love

7. Proven

8. Safety

9. Save

10. New

August 25, 2009 Posted by | Marketing, Online Marketing | , , , , , , , , | 2 Comments