Connecting Marketing Generations: Our Opportunity
Lucky is the marketing organization that has the best, brightest and newest marketing professionals—the "Rising Stars"—working alongside its experienced, proven marketing powerhouses. Sound like your company? Well, it could be.
The speed of marketing is as fast as the speed of data—but are we incorporating all that's gone before: The marketing maxims and truisms which are as constant as human behavior? We could be.
Are we dedicating all we need to training—both the newest career entrants to the discipline of testing, measurement, analysis and strategy, and—in the other direction—retooling for today's marketing science and channel proliferation?
While marketing is at a crossroads of the true and the new, whichever generation we identify with, I hope that we are open and eager to learn from others. Call it "bidirectional learning."
When Denny Hatch shared a perspective recently on the "Newest Generation of Direct Marketers," I was taken aback by some of the posted comments. I believe folks mean well, but it appears that there might be something of a marketing generation gap opening among us. Is that happening in your company?
A dynamic career requires continuous learning. Today and tomorrow is a sharing, learning economy—for those who want to participate. That's why I'm intrigued to see the Direct Marketing Association announce a new award—The President's Award for Professional Development—recognizing a company or marketing department that has demonstrated a commitment to marketing education among professionals during the past 18 months, and can show results and impact for its efforts to train. Nominations are due June 27. Perhaps the winning company will have demonstrated bidirectional learning and the fruits it has borne.
In addition, as Marketing EDGE (a client) comes off its "stellar" Rising Stars event in New York (a top USA trend that night on Twitter!) earlier this month, let's remember this is our marketing education organization, bringing the best and brightest of students into our field and our companies.
I'm not resigned to a marketing generation gap. No matter how old or how young, there's a lot we need to learn from each other—and class is always in session. The opportunity is ours.