I’ve been digging through the notes I’ve made in my trusty Moleskine notebooks in search of nuggets of wisdom that I’ve gleaned in 2016.
Unfortunately I haven’t discovered any gleaming gold ingots yet, but that won’t stop me from continuing the search. In the meantime, I thought I’d share a few random observations that I’ve made during the year in the course of my work and on my travels.
The first one is very simple: for all the greater connectivity that modern technology gives us, not even the most sophisticated video conferencing and messaging applications can come anywhere near to matching the effectiveness of a good old-fashioned face-to-face meeting. In fact, I would go as far as to argue that physical interactions are becoming even more important than ever before as we become better able to screen out all digital noise that floods our PCs and phones virtually every second of the day. In the battle for other people’s attention, nothing beats sitting down and talking with someone over a coffee or a beer.
This year I have found that the same principle is starting to kick in with digital marketing as well. While our company website, email newsletters, and social media channels remain an important part of our overall marketing mix, participation in exhibitions, seminars, workshops, and other events is becoming increasingly vital for enabling meaningful engagement with customers and partners.
The trick, of course, is achieving the right balance between physical and virtual marketing modes. Perhaps if I burrow deeper into the almost illegible scribbles in my Moleskine, I’ll find the magic algorithm for figuring this out….