Can Mindfulness Save Marketing?
In a time when marketers are being pushed to consider more data, market through more channels, be accountable to more metrics, answer harder questions and generally DO more across the board, it's worth asking: When is it too much? Is the multitasking and attention-splitting actually killing your marketing?
Lisa Nirell, author of the book "The Mindful Marketer" and chief energy officer at the consultancy "EnergizeGrowth" believes they are. Her book looks at the price marketers pay for this chaotic environment, and how the meditative ideal of "mindfulness" can help.
We sat down with Nirell to discuss how these ideas fit into today's marketing role.
Target Marketing: What is mindfulness in marketing, and why do you find it to be essential to today's marketers? What does it take to get there?
Lisa Nirell: In general, mindfulness is defined as non-judgmental awareness. It is about staying focused on the task at hand without judgement. Mindfulness reached a tipping point in the U.S. in early 2014, when Time featured a cover article on the linkages between meditation and neuroscience.
Thanks to thousands of studies on the benefits of mindfulness and meditation, we are now witnessing a backlash against overdoing, overspending, overeating and overworking. Radical, demanding, “always on” new buyer behaviors, big data, and cloud-based marketing are only exacerbating this phenomenon.
Mindfulness practices allow us to experience a new way of living and working. This, in turn, helps us make better decisions and work more productively with our teams and customers.
Mindless marketing leads to poor customer relationships, high team turnover, and a lower quality of life. It usually appears in the form of overdoing and multitasking.
The good news is that there is no “there.” Mindful marketing is not about doing more, it’s about being more. My book outlines myriad behaviors and simple practices that help us be mindful marketers.