In a noisy, fragmented world, people are less willing to listen to advertisements – but are more willing to listen to people they already trust. – Dorie Clark
Today, we’re so excited to have Dorie Clark’s insight and wisdom featured on our blog. Dorie’s not only an Adjunct Professor of Business Administration at Duke University’s Fuqua School of Business, but also the author of Reinventing You and Stand Out, which was named the #1 Leadership Book of 2015 by Inc. magazine. As if that wasn’t keeping her busy enough, she’s a former presidential campaign spokeswoman, a frequent contributor to the Harvard Business Review, TIME, and Entrepreneur. Recognized as a “branding expert” by the Associated Press, Inc., and Fortune, Clark is a marketing strategy consultant and speaker for clients including Google, Microsoft, Yale University, Fidelity, and the World Bank.
Here are some tips from Dorie Clark on making your marketing work for you in 2016:
What role do you see Influencer Marketing playing in brand marketing strategies in 2016?
I think influencer marketing will only continue to become more prominent. In a noisy, fragmented world, people are less willing to listen to advertisements – but are more willing to listen to people they already trust. If your company is able to build a genuine relationship with an influencer who likes your product, that referral (even if paid) is gold. Even marketers like me are susceptible to the ‘influence of influencers’! I bought several Mizzen and Main travel dress shirts because Tim Ferriss recommended them as being particularly useful for travel, and that’s definitely something I need with all the time I spend on the road speaking.
What is the most widespread mistake you’ve seen brand marketers make in 2015 that you hope they learn from in 2016?
Viewing brand marketing as separate from customer service, because that’s how the silos are drawn. I’d like customer experience and customer service to fall under the marketing rubric, because it all funnels into the same place – how your target audience views your brand, and whether they’re racing to evangelize for or against you.
What word do you hope is officially banned from marketing vernacular in 2016?
Authenticity. I’m an abuser, too – I use it because it’s important and even essential in marketing. But too many people are beating the term like a drum now, and it’s lost its impact and meaning.
What marketing events are you most looking forward to in 2016?
I’m especially looking forward to Social Media Marketing World in April, where I’ll be speaking. The team brings together an amazing array of speakers that I’m personally eager to hear and connect with.