What I’m Hearing Above the Noise
Author: Linda J. Popky
It’s been nearly three months since the launch of my new book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
During the last 90 days, I’ve been interviewed by press for print, online, podcasts and radio pieces that have appeared in a wide range of publications. I’ve presented to audiences from marketing students in New Orleans to seasoned consultants in Santa Cruz. And, I’ve spoken spoken to dozens of people about the key concepts in the book.
There are a few key things I’ve learned through this process.
It’s about time someone said this.
With all the focus on technology and change, digital media and analytics, too little attention has been focused on going back to the basics and getting those pieces right. Wherever I go, people tell me how refreshing it is to see someone take a 50,000 foot view of marketing that includes focusing on customers and employees, business strategy as well as branding, sales and operation as well as social media.
Marketing doesn’t stop and start with social media.
A few people are disappointed that I don’t provide detailed answered on what social media tools they should be implementing right now for their business—which would be near impossible. But, most people understand that’s exactly my point: We need to get away from obsessing about tools and back to building solid strategies. From there, the details will fall out.
These principles have wide applicability.
I’ve spoken to small businesses and entrepreneurs, consultants, B2B groups, marketing faculty and students. The principles I outline in my book can be applied to all of these audiences. In fact, they also apply to you as an individual in how you market and present yourself—especially when you are looking for a new job or promotion.
The world is getting even noisier.
The coming Internet of Things (IoT) means we will have yet more and more ways to collect data from the activities we participate in on a daily basis. And each of these data collection/transmission points becomes yet another way marketers can reach us as consumers. As our wearable devices, connected cars, and responsive refrigerators turn into the newest marketing delivery vehicles, the problem of noise will get even worse. And the challenge of getting heard will become even more acute.
We need more examples of what this looks like when done right.
It’s easy to find examples of well-intentioned marketing gone wrong, or of those organizations that aren’t quite making the grade. But it’s that much harder to find those that are standing out because they’re doing things well.
I’m now on a mission to spotlight those organizations that are using powerful marketing to get heard above the noise. They come from diverse industries, geographies, and organizational types. They are big and small, young and old. But they are doing fascinating things with marketing and I’d like to share their stories with you.
If you know of a company that should be included in this list, please let me know.
Meanwhile, here’s to not just being heard today, but on an ongoing basis.