Excerpt: “We don’t believe in digital marketing. We believe in marketing in a digital world.” – Clive Sirkin, CMO of Kimberly Clark
And a digital world it is. We live in a world where three year olds have their own tablets (and operate them quite expertly, thank you very much) and people can work on a project across the globe from their kitchen table in their pajamas. While it is an exciting time, it is also a very challenging time to reach people and to stand out effectively in the crowd. Understanding Mr. Sirkin’s quote is a great first step. The basics of marketing have not changed (networking, creating/maintaining client relationships, word of mouth, etc), but the world in which we market has. It’s a fast-paced, ever-evolving digital world and lawyers must stay vigilant, educated, creative, and honest to stay in the game.