Wednesday, October 04, 2006

Marketing - new skill sets required? Editorial - lessons to learn?

In previous posts I've supported the claim that interruptive advertising is increasingly ineffective (and if anyone wants some solid evidence of how that translates online, come and check my google ad click-thru rates compared to the banners and buttons on the soon-to-be updated

I've also backed the idea that engagement marketing is the way ahead.

And that raises a number of questions, not least among them is the new skills marketeers will need, to be successful at engagement marketing.

And that's kind of where Communities Dominate Brands (see recommended blogs), leaves it.

But I think the lessons waiting to be learned in marketing can equally apply in editorial style and, in particular, tone.

I'll quote a bit of what CDB has to say about the shift in skill sets required in marketing, and see what you think - how much of it could also be applied to what we do/think/plan/deliver editorially?:

"A revolution in marketing skills

"What does it take to succeed in interruptive advertising? To be visible and heard, loud and eccentric, creative and brave, to crowd out the competition, gain attention of the audience - even annoy.
"This breeds an arrogance of "We know what is best, we won the awards, we have the training, we have the track record."
"This means many rogue marketeers break rules, live by their own rules, force their opinions upon others.
"What does it take to succeed in engagement marketing?
"To be humble, to listen, to empathise, to care, to be innovative, to be flexibile and adaptive, to live by other people's standards and rules. Subjecting one's own ego and ideas to the opinions and desires of the community: "They know best."
"To repeatedly readjust the existing and "own" ideas to the feedback of the community. My idea was not perfect, of course it should be revised again and again until my contribution disappears."
Communities Dominate Brands

The rate of change is so rapid it's difficult for one person to keep up to speed. Let's pool our thoughts, share our reactions and, who knows, even reach some shared conclusions worth arriving at?