The Making of a Real Marketing Expert: Three Key Concepts
Whole-brain (balancing the left and right) marketing is essential in today's digital environment as the integration of methodology and technology across multiple digital channels is evolving almost in real time.
As suggested by Jeffrey Hui, Vice Chairman of Hong Kong Institute of Marketing (HKIM), in order to make the most out of their talent in an ever-changing digital environment, real marketing experts will need to devote themselves to these three concepts:
1/ Deliberate Practices
As a whole-brain marketer, you need a particular kind of practice to develop your expertise. Deliberate practice entails specific and sustained efforts to do something that you cannot do well or even at all. It includes concentrated training, techniques of visualisation and scenario planning involving focused efforts to improve on weaknesses as well as to build on strengths.
The key point with training is not the length of time spent practising – it is the amount of quality-focused practice undertaken on a regular basis.
2/ The 10,000-hour Rule
Good things take time. In the book Outliers, author Malcolm Gladwell says that it takes roughly 10,000 hours of practice to achieve mastery in a field. Even the most gifted talent need a minimum of ten years of intense training before they succeed at the international level.
3/ Finding Coaches and Mentors
The development of expertise requires coaches who are capable of giving outstanding coaching, feedback and mentorship. Real experts are extremely motivated students who seek out such feedback and they need different kinds of teachers at different stages of their development. Here are the main attributes of the three levels of mentors:
- Level-1 Mentors: Local teachers who can give generously of their time and praise
- Level-2 Mentors: More-advanced coaches who keep improving their skills and techniques
- Level-3 Mentors: Those who have themselves attained international-level achievements
The key to integrated marketing success, from campaigns to agency structuring, lies in whole-brain thinking. It is all about balance and at the moment many organisations and brands are struggling to make the most out their left- and right-brain marketers. The ones that do clearly lead.
Source: Harvard Business Review
May 29, 2015