My Best Advice and Insights For “New” Online Marketers

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Don Draper would have no idea what hit him. The days of the liquid lunch, three-piece suits, and Madison Avenue dominating the marketing scene are long gone. Modern marketers must be jacks of all trades, with one foot in the real world and the other in online.

We live in a time of digital disruption and an ever-changing marketing landscape. 96% of B2C marketers reported “substantial change” in 2014. That figure would very certainly be 100% now.

Radio commercials, television commercials, billboards, full-page spreads in glossy publications, and direct mail packages have all been supplanted by internet alternatives. In fact, organizations that have a complete strategic vision paired with digital approaches outperform their competitors by 26% on average.

Certain strategies, however, have already become outmoded online. Banner advertisements and email blast campaigns, for example, are no longer effective. Either evolve or perish. Embrace digital or risk being left behind. Diversify your outlets or risk being unnoticed.

Today’s marketing mix should contain social media, SEO, influencers, PPC advertisements, a mobile-first approach, segmented and transactional email, retargeting, content marketing, complete buyer personas, big data, analytics… and maybe a dozen other components that I’m missing right now.

Obviously, there are a lot of moving components here. So, what should a marketer do? If you want to improve, where do you start?

As is customary, you consult the experts. I contacted a few professionals and influencers and asked them two basic questions:

What is the most crucial piece of marketing advice you can provide in 2017?
What characteristics and attributes distinguish a successful marketer?

Here are their reactions. Read, learn, and have fun.

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