source: brianjamesnyc.com
In a recent webinar sponsored by Hubspot, the CEO identified some interesting traits that he sees emerging in the upcoming generation of marketing professionals. These include:
- Being digital natives – GenY members grew up with the internet and are not the least bit intimidated by technology. †It’s credible to say that their lives are fully integrated with technology and they are therefore ideally suited to enable marketing firms and departments to implement a shift towards web-based, social media driven strategies.
- Someone must be analytical – Many of the current and emerging communications tools enable marketers to track information and make adjustments based on real-time market information. This makes it incumbent upon marketers to be attentive to the details of implementation, similar to the role that media planners and administrators provide (or provided) for major national ad campaigns. Yes, they actually used to launch campaigns on days other than Super Bowl Sunday.
- Reach – since many marketing novices have been active in social media, they have an inherent network of contacts that likely didn’t exist in earlier generations. †The key for employers and managers is to teach the new generation how to leverage those networks to support a marketing initiative. †Some may resist in the interest of keeping their personal and professional lives separate, but those lines are becoming less well defined. †Where does one’s personal life start and professional life as a marketer stop if we tweet about our favorite new restaurant that also happens to be a client?
- We are all content creators – in today’s digital world, great ideas don’t necessarily need to be created by great designers or writers. †Creative and interesting content that generates comments and engagement is the key, and oftentimes the less formal, the better.
One addition that I’d make to this list is the ability to listen well. †Whether the dialogue takes place in person or online, the best communicators start by being good listeners. †It’s all about engagement, which is a two-way street, so content creators who are also truly listening to their audiences can achieve great things.
When I graduated from college, employers were as concerned about your wardrobe as they were about your degree. †What a difference a few decades makes.
Mike
