Pattern Recognition and Four Other New Skills For The Future of Marketing

4 03 2009

“To understand is to perceive patterns” – Isaiah Berlin

There’s a great (and if I’m honest, mildly terrifying) post at Chief Marketing Technologist that  discusses some of the new skills that are critical for marketing success in the future.  You can read it here.

pattern_recognition

I strongly encourage you to read the whole thing.  But here are the 5 new skills the author discusses along with some takeaways from me.

1. Analytical Pattern Recognition. We are already in a data maelstrom of firehose-velocity info feeds. This will only get faster and more complex.  Great marketers have always been reductionists at their core, and that will be true in spades in the future.

Takeaway: Diving into the data hoping to come up with a single pearl of wisdom is a formula for drowning.  We must learn to float on top of it and observe where the tide is going.

2. Agile Project Management. The luxurious days of planning a few well-contained major campaigns for the year are largely gone. Now, you’ve got hundreds — often thousands — of micro-opportunities, swirling around the extended enterprise every week, the best of which must be quickly snatched and efficiently executed.

Takeaway: This creates enormous opportunities for smaller companies doing battle with Goliaths.  But it will only work for companies who are willing to  stop aping the habits of large companies because they want to “feel big”.

3. Experimental Curiosity and Rigor. Marketing is the new laboratory. The majority of marketing activities at this point should be run as tests, continually trying new alternatives, pushing on the edges, constantly on the lookout for shifts in response that portend new threats or opportunities.

Takeaway: This sounds great, but it also means we must ruthlessly whittle down the cost of each experiment. What’s the most we can learn, the fastest and cheapest way possible?

4. Systems Thinking. Tactics in one marketing silo impact the effectiveness of others (e.g., your search marketing ads) almost immediately. Social media accelerates cross-channel effects: it’s a new, living ecosystem. If engaged properly, that can be a powerful force multiplier; if mismanaged, it can be a train wreck.

Takeaway: Marketing Integration isn’t as simple as creating “matching luggage” where the TV, print and web stuff all look alike.  That’s the starting point, not the end.  The organizational challenge is tough: how can we get the various marketing silos to want to cooperate? Here again, an opportunity for smaller companies to win.

5. Mashable software fluency. Not all marketers have to become programmers, but those who understand how software is built and deployed in the new “mashable web” — a world of mashups, widgets, and APIs — will have a competitive advantage.

Takeaway: Marketing executives who can’t understand a word of this one need to go talk with a programmer. These are not geeks: they are business partners who can open doors you didn’t even realize existed.

Photo Credit: Mathieu Struck

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5 responses

4 03 2009
John Clapps

This should be required reading (and digestion) for everyone in marketing and advertising. It’s an excellent summary of how we need to change with the changing market. –John

4 03 2009
Scott Brinker

Hi, Tom. Thanks for the link and sharing your thoughts on my post. I often have that same reaction of excitement tinged with terror: seismic changes underway in our industry, and it’s by no means clear how Act III is going to end. But what an incredible time to be in the thick of it, and playing a role in the outcome.

I love your metaphor about floating with the tide of these data streams, instead of drowning underneath them. That paints a visceral — and quite accurate — picture of life in marketing analytics.

5 03 2009
Mike Troiano

Good piece, Tom.

6 05 2009
Mathieu Bertrand Struck

Thanks for using this image of mine in you post. Good luck with your blog.

6 05 2009
tjcnyc

Hello Mathieu,

Thanks so much for the brilliant image — and for making it available via a Creative Commons license. I admire your work.

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