Originally appeared in the July Edition of Brand Quarterly Magazine
The “information superhighway” has turned supersonic since the phrase was coined in the 1990s. And the ways that consumers buy, research and communicate are changing and diversifying at the same supersonic rate.
There is only one way to keep up with this accelerating pace of change in both technology and consumer habits. That is to keep learning. Learning from leaders in the global marketing industry, from case studies and from each other’s triumphs and mistakes.
The need to be agile, and to develop the ability to switch from one channel to another, holds true for anyone involved with marketing and communication, even at a local level. Global marketers have a special challenge, in that consumer habits are changing at different rates and in different ways across the world.
So for global marketers, it’s even more essential to keep reading, posting, sharing, searching and listening – preferably in more than one language. Stay relevant, reactive and proactive. Give as good as you get.
If you don’t keep learning, you’ll not only lose your edge in a highly competitive field – you’ll be left on the hard shoulder of that information superhighway, wondering what to do with no GPS and only an old flip phone.
Eric Ingrand – VP Content Marketing EMEA