Connecting Marketing Generations: Our Opportunity

Lucky is the marketing organization that has the best, brightest and newest marketing professionals—the “Rising Stars”—working alongside its experienced, proven marketing powerhouses. Sound like your company? Well, it could be

Lucky is the marketing organization that has the best, brightest and newest marketing professionals—the “Rising Stars”—working alongside its experienced, proven marketing powerhouses. Sound like your company? Well, it could be.

The speed of marketing is as fast as the speed of data—but are we incorporating all that’s gone before: The marketing maxims and truisms which are as constant as human behavior? We could be.

Are we dedicating all we need to training—both the newest career entrants to the discipline of testing, measurement, analysis and strategy, and—in the other direction—retooling for today’s marketing science and channel proliferation?

While marketing is at a crossroads of the true and the new, whichever generation we identify with, I hope that we are open and eager to learn from others. Call it “bidirectional learning.”

When Denny Hatch shared a perspective recently on the “Newest Generation of Direct Marketers,” I was taken aback by some of the posted comments. I believe folks mean well, but it appears that there might be something of a marketing generation gap opening among us. Is that happening in your company?

A dynamic career requires continuous learning. Today and tomorrow is a sharing, learning economy—for those who want to participate. That’s why I’m intrigued to see the Direct Marketing Association announce a new award—The President’s Award for Professional Development—recognizing a company or marketing department that has demonstrated a commitment to marketing education among professionals during the past 18 months, and can show results and impact for its efforts to train. Nominations are due June 27. Perhaps the winning company will have demonstrated bidirectional learning and the fruits it has borne.

In addition, as Marketing EDGE (a client) comes off its “stellar” Rising Stars event in New York (a top USA trend that night on Twitter!) earlier this month, let’s remember this is our marketing education organization, bringing the best and brightest of students into our field and our companies.


Marketing EDGE Overview from Marketing EDGE on Vimeo.

I’m not resigned to a marketing generation gap. No matter how old or how young, there’s a lot we need to learn from each other—and class is always in session. The opportunity is ours.

Creeping Up Fast: DMA13 and Making Plans for Chicago

August 6 marked the mid-point of summer—so now we’re closer to summer’s end than summer’s beginning. It’s as if all the back-to-school advertising wasn’t enough to have us looking forward (except perhaps for schoolchildren). In the world of data-driven marketing, my mailbox reminded me this past week, too, that fall is just around the corner: I received a DMA2013 conference brochure mailer

The other day (August 6) marked the mid-point of summer—so now we’re closer to summer’s end than summer’s beginning.

It’s as if all the back-to-school advertising wasn’t enough to have us looking forward (except perhaps for schoolchildren). In the world of data-driven marketing, my mailbox reminded me this past week, too, that fall is just around the corner: I received a DMA2013 conference brochure mailer (October 12-17, McCormick Place West, Chicago). We’re eight weeks out from DMA2013, which means it’s time to start getting very serious, rather than spontaneous, in making our must-attend conference experience the best it can be. (Yes, I’m already registered—and you should be, too.)

For me, this is when I review the print brochure to dog-ear my go-to sessions based on the session titles, speakers and descriptions, and start the online process at MyDMA2013 (by Vivastream) to pinpoint an attempt at an “aspirational” schedule. I call this aspirational—let’s face it, when we get on site, business conversations inevitably happen, and diversions of all kinds are bound to take place.

However, there are some absolutes in my DMA13 calendar—and I’m hopeful you’ll agree.

1. Give Back
The first item isn’t even about DMA. It’s Marketing EDGE (formerly Direct Marketing Educational Foundation) and its Annual Awards Dinner (separate ticket required). This event has always been a go-to, but it’s also evolved to become the first, best networking opportunity for all of us as we gather at the DMA conference each year. These are the VIPs, roughly 400 leaders and future leaders in our business, and here is an organization where our proceeds bring the best and brightest into our field. What a powerful combination, and an affirmation of the future of data-driven, integrated marketing. Even if you don’t attend the conference, you can sponsor a professor’s attendance and make a donation at the aforementioned link.

2. What’s Next?
On Wednesday, Oct. 16, the day after the exhibit hall closes—I tell my clients that’s when the real learning begins. What do I mean by that somewhat on-its-face silly statement? That’s when the conference attendees—folks who are real serious about learning—are in the session rooms early, taking notes, and becoming better marketing professionals during the last half-day of sessions, and the post-conference workshops and day-and-a-half certifications. On that final day of the main conference, DMA13’s Main Conference Keynote panel at 11 am (all times Central), will feature “What’s NeXt: A Look through the Lens” with Direct Marketing Hall of Famer Rance Crain of Advertising Age interviewing BlueKai and foursquare execs Omar Tawakol and Steven Rosenblatt.

3. Stand Up
I’m a member of DMA for many reasons—but certainly advocacy is one of them. A lot of my clients literally are focused day-to-day on campaign development and implementation in an omnichannel world, and often don’t dwell on the policy implications that affect it. DMA13 offers marketing execs a chance to listen in, catch up and make sure that policy—legal, ethical, best practice—is aligned with our strategy and execution, and that innovation is fostered across all media channels that customers use. Hence, I will be attending DMA President & CEO Linda Woolley’s address “Listen to the Data” (Monday, Oct. 14, 8:45 a.m.) and Spotlight Session on Privacy: “Top 5 Privacy Issues … Revealed” moderated by Ginger Conlon, editor-in-chief of DMNews, with panelists from DMA (Jerry Cerasale), Eloqua (Dennis Dayman) and LoyaltyOne (Bryan Pearson). Responsible data collection and use is clearly under threat from Washington and elsewhere—we need to stand up for ourselves.

4. Inspired and a Party, Too
What’s the best proof point about data-driven marketing’s success—worldwide? If I had the chance to grab a policymaker and make them sit down and see what data-driven marketing can do—I would make him or her attend what I’m hopeful all DMA2013 delegates will attend: the 2013 DMA International ECHO Awards Gala, “Data-Driven Marketing’s Most Important Night” (separate registration required—and well worth it, Tuesday, Oct. 15, 6:30 pm to whenever). I’ve seen a sneak peak of what’s in store for this year’s gala, and this will be not only a Chicago-size party, with a DJ and Comedian Jake Johansen as host, but also truly a celebration of courageous brands, innovative agencies and the marketing strategies, creative executions and outstanding results that leave me—and many others—inspired. Left-brain, data-driven marketing combined with right-brain creative genius—what a combination for brands in both consumer and business-to-business marketing.

That’s enough for now—with more to come. Feel free to post your DMA13 “would be” favorites for blog readers below … and by all means, get yourself and your colleagues registered if you haven’t already. Get a game plan together, the conference is coming fast!

Everything You Want to Know About Email Marketing … and More

With the holidays fast approaching, it’s a great time for email marketing professionals to give their programs a much needed boost. That’s why I wanted to take this opportunity to tell you about eM+C’s upcoming All About eMail Virtual Conference & Expo. This free virtual show will be held Nov. 10 and features industry experts discussing the hottest email marketing topics of the day, including:

With the holidays fast approaching, it’s a great time for email marketing professionals to give their programs a much needed boost. That’s why I wanted to take this opportunity to tell you about eM+C’s upcoming All About eMail Virtual Conference & Expo. This free virtual show will be held Nov. 10 and features industry experts discussing the hottest email marketing topics of the day, including:

  • email marketing best practices and strategies;
  • tips to help improve your email acquisition efforts;
  • an analysis of email data management tactics;
  • best practices for integrating email and social media marketing;
  • strategies around successful email rendering; and
  • much more!

Click here to register for this free event.

As email marketers, I urge you to attend this can’t-miss opportunity to give your holiday emails the edge they need to stand out in this hectic time. I hope to “see” you there!