Hold Up There, Marketers: Before You Leap into 2010, Take A Look Back at 2009.
It’s that time of year when we marketers are knee-deep, up to our eyeballs and heads-down focused in planning for the next year. We're mired in forecasts, predictions, statistics and studies that are a promise of what's to come... not a portrayal of what has been.
Being it's the last month of the last quarter, we’re focused on leaping forward, instead of looking back. After all, the relationships, revenues and ROI that will be generated in 2009 have now past and we need to set our sights on the robust potential and profits of 2010.
But I’m going to ask my fellow marketers to hold up a second. Take a deep breath and a big step back. I’m asking you to reflect on the year that was, not to project on the year that will be.
Why? Because while we marketers are focused on the new vs. the now, we also need to be relentlessly focused on RESULTS. We may be setting forecasts for 2010 but we're now in a position where we have facts from 2009. And while it was one helluva year for the economy (and thus, marketing!), if viewed in this light, 2009 need not only be a year that served us with challenges but one that can serve us going forward.
So here’s what I’m asking from YOU: What TOP *marketing* lesson, discipline, idea, strategy or best practice did you learn, confirm, debunk, realize or revisit in 2009 that not only served you in this year but will serve your marketing for many years to come? In sum, what did your marketing GAIN from all that you learned, or even lost, this year?
Folks, your answer need not be long, and every answer is 100% correct--because it's YOUR experience. Once I get all your answers I’m going to create something from it for us all to have, perhaps even something from which we can learn. Last time I asked for voice-in from the marketing community I created THIS piece (though what I'm going to create this time won't likely be as elaborate due to the holiday rush!).
I think you'll find it very interesting to see the myriad answers and ideas from your colleagues. And yes, I’ll be adding my own answer to this very question, too.
And I'd sure appreciate it if you would kindly refer others to this post so they can voice-in, as well. All that said, here's wishing YOU--here's wishing ALL of US--a productive and prosperous 2010!