I recently shared my thoughts on StopPress.co.nz on what’s happened in New Zealand’s marketing world in 2010. It got me looking back on what has been a great year. It also got me thinking about what lies in store for 2011.
Here are some of the biggest professional realisations I will take away from 2010:
• Communications is about creating content, be it a press release for a journalist to use or social media fodder for people to consume and share. I knew this already, but I didn’t realise how much of a skill content creation is. We can all create content, but that doesn’t mean we can all create dynamic, successful content
• One day in the not too distant future, we might stop having marketing silos. When I started in PR a few years ago, I only knew the dictionary style definitions of what it entailed and the same goes for how it is different from marketing and advertising. Now that we have all become so muddied in what defines our place in the market, it might be wise to just have one marketing function, all contributing ideas directly into the same pot and do away with all the confusing titles
• Measurement is a complex beast. When working in London, I used what I thought was an odd system of PR coverage measurement where you multiplied the advertising value by three. With all these new online monitoring tools (most of which I’ve trialed), we have more options, but that doesn’t mean we have found the solution. Measurement is vital, but it is bloody time consuming and you need to have a system that makes sense to the local conditions and the client in question
• ‘Selling’ social media to people outside the marketing team is something that should be done before any other work is undertaken. Keep people in the loop as awesome ideas can come from anywhere
• The ability to offer all marketing services under the account management of one entity is the best way to achieve impactful, consistent results for any brand
• Being proactive is king. Want something done? Stop talking about it and make it happen. That’s my motto for 2011
As Bullet ‘enters Ogilvy’, it’s set to be an exciting and busy year for us. I’m a little nervous, but mainly can’t wait to get amongst it.
So, in the interest of my 2011 motto, I’m going to stop talking. I’d love to hear your thoughts on this year that’s almost gone. What did you learn?