The future of marketing is changing. For one thing, marketing is no longer a siloed department. In many companies, it is now part of customer service. It’s part of sales. It’s part of product development. Marketing is becoming more and more involved in other departments, as people realize the buyer’s journey never truly “ends.” And as marketing itself changes, marketers will have to evolve their skill sets to keep up. I believe that the days when you could be a highly successful marketing specialist are numbered. In the future, the most effective and sought-after marketers will be “full-stack marketers.”
Hi, my name is Brie, and I’m a Ruinous Empathizer. “What’s that,” you may ask? It’s a term from Radical Candor that articulates my “too nice” approach to collaborating with others (including when I worked with clients). For this reason, as I moved into my role of Director of Client Services in the spring of 2017, I was most nervous about how I’d perform as a manager.
4:29 a.m. I did it again. I'm 60 seconds away from my alarm going off, and I’ve carelessly wasted the extra minute of sleep I could have gotten. Another day begins.
Before we dive in to today's episode, I want to state something for the official record: As a designer and a writer/editor respectively, Marcella and I are self-aware enough to admit we occasionally have a flair for melodrama -- slipping a little too easily into the trope being the "tortured artist." But when we both read The Creative's Curse by Todd Brison, we agreed that it spoke to us; both as the professionals we are at IMPACT and the creatives we are "out in the wild." Because as much as we hate to admit it, the clichéd notions surrounding the stereotype of artistic temperament are based (at least somewhat) in reality.
How would you like to have a brand that inspires loyalty in its customers like Apple and Nike? These cult-like following certainly didn’t happen by accident. In The Culting of Brands: Turn Your Customers Into True Believers, Douglas Atkin (Head of Community at AirBnb) shows you how to extract the same principles major brands, religions, and actual cults use to get people excited about your brand and turn them into lifelong customers.
Like we always say, reading is still the best way to learn and stay on top of the marketing industry. With so many digital resources out there (including The IMPACT Blog, of course), it's easy to forget about a good, old-fashioned book, but we won't let that happen! Below we highlight 43 of our favorite marketing books; including titles from Seth Godin, Mark Roberge, Simon Sinek, and Gary V.
Does your marketing copy lack power? Eh. Most people's does at first. The subject of copywriting (or really, writing in general) is vast -- especially when it comes to inbound marketing. There are many styles, applications, and tricks to be studied and they're usually very different for every industry and audience. As you start learning about yours and developing your marketing copywriting abilities, you will most likely want to focus on very particular writing skills, including storytelling and persuasiveness. No matter what your niche, the books in this list will help you get started!
We're in a unique era where content, instead of traditional advertising, is intersecting with commerce. From blogs to YouTube to Instagram, more and more people are turning to content to share their skills and turn their knowledge into lucrative, respected businesses -- but how? How does one go from capturing their culinary adventures, travel, or enthusiam for cars, one day into doing it for a sustainable income, the next? I've got one word for you...passion.