New Trends in Business Marketing

It is an exciting time to be in the marketing field. I recently attended the Business Marketing Association’s 2011 annual international conference, and while my head is spinning from information overload, I feel a renewed sense of inspiration in the work that I do. I discovered some new and innovative ways to unleash business strategy, brands and analytics to ensure greater success in the marketplace. Here are a few items that I found particularly interesting:

1. Social media is pervasive and viral. Understanding the importance of leveraging all channels of communication is crucial to a brand and company’s overall success. More and more, the efficacy of business leaders is tied to their ability to communicate across media.
   
   
2. B-to-B decision makers are no longer taking action based on ad stimulus. They’re gathering increasing amounts of information via Web searches, online video and social networks. In fact, 65 percent of C-Suite executives conduct 6+ work-related Internet searches daily before they make purchasing decisions.
   
   
3. An organization’s marketing and communications functions have the opportunity to influence and inspire. The former role of Chief Marketing Officer is now Chief Movement Officer.
   
   
4. The “Madmen” era mantra was “more ads equal better brand exposure,” but today there are an unlimited number of ways to advertise, and a clutter of media outlets. The walls have come down as laptops and mobile devices have afforded everyone the opportunity to plug into the global marketplace.
   
   
5. As marketers, our job is not to take money from the CEO and sell average stuff; rather it is to organize tribes and figure out solutions for problems for which we don’t yet have answers. 
   
   
6. Success has a shadow, and that shadow is failure. If failure is not an option, neither is success.

I can’t think of a better time be a marketing executive. Thanks to this conference, I can more effectively play a crucial role in advising, steering and setting the course to ensure World Business Chicago’s goal of making Chicago a global business destination is successfully implemented.