If you want to be a successful marketer today, in the middle of constant change, you need to be prepared. If you have a business, you want to stay ahead of marketing trends and be ready for what’s ahead.
Last month, I interviewed Engelina Jaspers about her new book, Marketing Flexology: How to Outsmart Change and Future-proof Your Career. Engelina is a 30-year marketing veteran who helps business leaders build nimble marketing organizations with customer insight and speed to execution at its core. Though the book may be targeted primarily to marketers, I found it full of great advice for individuals and businesses in the midst of change.
What is Marketing Flexology?
Our world, our markets, and our customers are in constant evolution. Consumers are no longer as homogenous as they once were in the baby boomer era. If we continue to use the marketing practices of the past, we will fall behind. Marketing success today requires a new management capability and a new marketing model to keep pace, which I call the Marketing Flexology management framework. It’s a nimble structure that allows you to quickly and easily change directions without missing a beat, breaking a sweat… or losing your job!
“There lives in each of us a hero awaiting the call to action.” -H. Jackson Brown, Jr.
5 Marketing Shifts
You share five key shifts in marketing. Is there one that is more challenging for leaders than others?
Marketing has undergone significant transformation over the past sixty years of our young profession. I believe the most seismic has been the shift from “art and science” to “insight and agility.” The need for high-speed listening, learning, execution, and iteration has never been greater, nor the challenge more daunting. Yet we still endlessly debate whether creative and artistic sensibilities, or analysis and measurement are most important. (Do a Google search on the words “marketing art or science” and you’ll see what I mean!) Frankly, customers don’t care what blend of art and science goes into our marketing strategies and programs. They only care how well our message hits a nerve and fulfills a need. And that requires real-time customer insight and the ability to turn that insight into action faster than our competitors. That’s why I believe “insight and agility” is the new “art and science” of marketing and requires a new management capability and framework.
“Frankly, customers don’t care what blend of art and science goes into our marketing strategies and programs. They only care how well our message hits a nerve and fulfills a need.” -Engelina Jaspers