The team at HubSpot collected what 26 marketing leaders are saying about emerging trends and effective strategies into 54 pearls of marketing wisdom.

Here are my big ideas.

Q: How can a MARKETER best plan for the long term in MOBILE?

 

Information access

THE QUESTION TO ME IS HOW DO WE THINK ABOUT THE WAY PEOPLE ACCESS INFORMATION AND BUY GOODS AND WHAT ARE THE IMPLICATIONS?

There’s a collection of Zen koans called the Gateless Gate. Among other things, koans transcend dualism. The traditional sales process is fully dualistic – there’s a buyer, and there’s a seller. We are witnessing the dissolution of the traditional sales role, as recommendation commerce evolves and store- fronts become wherever you happen to be, doing whatever you are doing. Which brings us to the Storeless Store and Saleless Sale.

Q: How do you best allocate RESOURCES between the major social media NETWORKS?

 

Close the gap

Bet on your customers. The best money spent with social is in transforming buyers (one transaction) into customers (they come back, enroll into updates, newsletters, communities, etc.)

START WITH WHERE YOU CAN CLOSE THE GAP BETWEEN PROMISES MADE AND PROMISES DELIVERED. THEN TAKE IT FROM THERE.

Q: What’s your advice to MARKETERS working in SOCIAL MEDIA in 2012?

Build strong business

LET’S GET BACK TO THE BASICS OF BUSINESS AND MARKETING and to building businesses that are strong, resilient, and enduring.

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