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Even Scrooge Gained Perspective


As we approach the holiday season, it’s inevitable that at some point, we will all contend with an Ebeneezeresque attitude.  It’s the end of the year and the grind of finding someone, ANYONE with some marketing dollars left to spend, securing new customers, locking in contracts with vendors, and a multitude of other to-do items that have been stalking you all year is really harshing your holiday mellow.  It’s too easy to let a “bah humbug” attitude creep in.  So, you fight it.  Not with three dragons or Valyrian steel, but with PERSPECTIVE.

 Things marketers thought they’d never survive:

  • AOL no longer mailing their install discs (P.S. AOL’s former CMO has gone on record that AOL spent $300MM+ to produce and mail those over the course of a decade).
  • Anthrax
  • The Recession
  • Mother Nature (over and over again)

Did all the above hurt (badly)?  Of course.  Did we, as savvy and intelligent marketers, survive?  Of course.  It’s what we do.  Out of necessity.  We roll with the punches.  We adapt. We embrace change.  We venture outside of our comfort zone.  Maybe you moved to a 100% digital platform.  Maybe you had your 15-year-old niece or nephew build you an app for your business.  Maybe you convinced your consumer client to TRY an email prospecting campaign or two.  Maybe you completely rebranded.  Whatever you did, it was birthed out of the realization that what you have and/or what you do is valuable and therefore, is worth the effort.

Here’s the deal:

  • The economy is strong. New home sales are up 9% YTD; retail sales are up a smidge and ecommerce sales are up double digits.
  • The unemployment rate is low (4.1% at press time) and is expected to stay the course due to an influx of holiday hiring activity.
  • Mergers & acquisitions are in high gear. Hearst acquired Rodale, HP acquired Nimble Storage, and there is growth across all sectors.
  • Marketers have figured out the difference between geo-fencing and geo-targeting and more and more consumers are less freaked out about both.
  • Digital advertising media spends are at an all-time high. According to Chief Marketer, the average digital marketing spend for businesses is predicted to reach $118 BILLION by 2021.
  • Marketers are embracing and capitalizing on new strategies like Account Based Marketing and using Intent data to get their sales message to the right people, at the right place, at the right time.
  • AOL is still in business (albeit without AIM as of December 15th).

For all this, we should be thankful.

Did I hit all my sales goals for 2017?  Nope.  Am I going to allow that to make me cranky and irritable (which is not good for anyone, trust me) as we head into what should be a joyous few weeks?  Nope. Keep things in perspective.  Maybe you landed a sizable new account (I did).  Maybe you bought a new house with the love of your life (I did).  Maybe your kid is killing it in college (mine is).  Take stock and be thankful.

With perspective comes clarity. With clarity comes vision. With vision comes achievement. With achievement comes personal satisfaction. For that, we should all be thankful.

Wishing you and your family a holiday season filled with happiness and good health.


Danielle Zaborski
VP, Data & Media Services


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