Getting out — or in — to the field nearly always provides a fresh perspective on marketing. I’m not talking about the plains, prairies or terrain. I’m talking about where local intersects with brand and produces results. Where sales and services are delivered for enterprise brands. It’s exciting because the field is where so many problems are solved and opportunities are discovered.
Innovation can be defined as the process and outcome resulting from a commitment to find a Better Way. Innovators change how we define our perceptions. In marketing, innovation translates to creativity, paradigm shifting, technology breakthroughs or business model changes. Being committed to innovation means being committed to thought leadership, category expertise and claiming a place at the table when key decisions are being made.
Today, more than ever, companies need to engage in meaningful conversations with consumers to better align their company goals with their customers’ attitudes and needs. This transformation means that marketers must increasingly find ways to connect with customers, resulting in the expanded use of a dynamic that’s defined as interactive marketing. Research shows this trend will ensure that companies are not just transaction-focused but truly and more importantly, customer-focused.
Question time. Where is transformation? What is the virtual intersection of heart and head for your business? Tip: It’s here where you find passion, innovation, service and satisfaction. It’s often the “secret sauce” of your business. If your enterprise did not exist, what would the rest of us be missing? And, thank goodness your business does exist, because now we can sample and realize that something special does happens at your company.
As leaders, we are always looking for ways to increase efficiency and productivity within our own organization. We must continually remind ourselves that the only way this is going to happen is through our human capital i.e., our staff. The fact is – they have seen it all before. They’ve heard the pitch, attended the professional development classes, only to see the excitement and implementation of the latest craze get lost in the day-to-day busyness of deliverables.
No doubt, these are certainly strategic times for all business with new challenges and new opportunities. Existing business practices are being reassessed for their value today. New platforms are being prepared to address technology changes and improvements. Hotspots are popping up all over that require attention. And, a new form of strategic thinking is emerging, known as Strategic Convergence.