The Dangers of Complacency

We have a new class of marketing professionals graduating in May. I have the honor of being Mom to one of them, and it made me think. This is a generation that grew up online. They know Apple instead of Blackberry. They choose to SnapChat instead of post on Facebook, although they do both. They watch TV through Netflix and Hulu, not OnDemand. They get their news online, not by watching CBS evening news. They shop Amazon and listen to Spotify. They are coming into the marketing world with different consumption habits and different media habits. What an interesting perspective they will have as they start their marketing careers.

Both sides of the spectrum are in for some interesting conversations in the board room. Those with more traditional views could stand to loosen up a bit and learn from these youngers. The new graduates should use their ability to observe and abstain from blurting out all their knowledge and learn from the traditionalists. Too many times we find both sides at odds. The truth lies somewhere in between. Here are a few helpful hints to keep the peace on both sides:

1. Embrace change. Youngers are going to bring new ideas fresh from school. Be grateful, think of it more as a webinar played live in front of you.

2. Be collaborative. These graduates are bringing a fresh way of thinking. Those who have been around the block a few times bring experience. Together, we can find stronger marketing solutions for our clients.

3. Listen. If you are busy proving you are right, you are unable to hear what the other is offering up as credible idea or viewpoint.

4. Learn from each other. If you have never used SnapChat, how can you really understand it? On the flipside, if you don't think like a Boomer, how can you really know how to market to one of the largest demographics we have?

5. Be open and willing to new ideas. There is no one silver bullet to marketing -- at least not one that answers every need. It is all about balance. If you are open and willing to accept new ways of marketing (on both sides), imagine how much more effective your plans become.

The important thing to remember is that marketing is ever changing, constantly being revolutionized by technology. As true professionals, we need to never allow ourselves to become complacent. We need to always be willing to learn, no matter if the lesson comes from a traditionalist or a newcomer fresh from school. We have all been there and we all thought our ideas were the coolest. After all, marketing is cool and we are all in this together.

Congratulations to those new marketing graduates. I look forward to learning from you.