Why does Marketing need to innovate?

[tonmoypramanik]

Let's not lie to ourselves: holding trade fairs, advertising in the press and mass e-mailing is working less and less well.

The modern buyer is no longer receptive to these messages that push information on him that he does not need at the moment.

Especially if he didn't ask for anything.

The modern buyer now does his own thinking thanks to Google and social networks.

Marketing must take this into account to implement a Digital Marketing strategy allowing it to be visible and engaging.

Marketing must generate qualified leads for sales since cold prospecting is also no longer effective.

The changes for Marketing are enormous.

By asking it to be a force for proposals, you are asking Marketing to step out of its comfort zone, india email list to use levers that it does not master (yet!) rather than continuing to do its job as it has always done.


Between fear and comfort, the choice is easy, right?

Humans are not wired for this. If we have the choice between comfort and stress, it's quickly done.

So if you don't do everything you can to encourage innovation, your Marketing department won't take the initiative.

Freeing up a budget does not fill management gaps
It may seem a little provocative to say this, but I think it is important to raise awareness in the minds of managers who all too often think that investing in new marketing and sales tools is enough to go digital.

Take Marketing in the 2000s and Marketing today: they are two different professions.

Marketing now plays a major role in the business development of the company. Its missions have changed, as have the relevant tools and levers.

Change is violent!
I just thought of this hook and I'm pretty proud of it

Change is now, and it is violent, yes!

Humans at the heart of digitalization
When faced with any change, we inevitably go through a curve similar to the one above: we reject it, we wonder if we will be up to it, we take action and we integrate it definitively.

If the change is minor, you can get through this curve on your own. And quickly.

If the change is major, we need a little help.

As far as we are concerned here, you must support your Marketing team by offering them suitable management.

How to do it?


Here are the 5 fundamentals to respect to encourage your Marketing department to take initiatives:
Tolerate failure but not incompetence;
Facilitate experimentation but with rigor;
Reassure but remain honest;
Promote collaborations;
Maintain the course firmly;
As you can see, ambivalence and balance are key.