“If it’s something important, get a colleague to improve it.” That’s one of the 10 writing tips that David Ogilvy shared in an internal memo sent to all of his employees in 1982. That’s solid advice, no doubt, but today the most important colleague who can improve your work in digital marketing is not a fellow copywriter, but a technology type.
The fact is that we live in an age of empowered customers. Technologically savvy and never far from their social networks, these people understand where and how to find nearly unlimited information about the brands you’re marketing to them. More importantly, they’re experts at using social and mobile technologies to broadcast their experiences with, and opinions about, a brand. They’re redefining their relationship between brands and the customers they serve. Supply and demand is shifting in a very real way toward demand and supply.
Just as today’s customers are empowered by technology, so too must digital marketing agencies embrace new technologies in service to their customers. Use technology to better capture, analyze, integrate and manage your data—you’ll begin to understand your customers as individuals, gain new insights into what they want, when they want it. You’ll uncover opportunities for revenue growth, new products and services, but only if you’re listening to what your customers are telling you. Maybe you personally don’t need to master online analytics and review quintillions of unstructured data daily, but someone on your team must. Hire and then forge strong partnerships with these folks, then get out of their way and let them get on with it.
First appeared on Sell or Else Ogilvy blog.