What has been the most significant change in consumer behavior in the last 10 years, and how has it impacted the way you think about marketing and communications?
Competition is fierce because consumers are more educated than ever and their attention spans are shorter. I think this can be attributed to the ever-increasing access to the internet in the past ten years, as well as the adoption of online shopping that the pandemic accelerated. As a result, marketers must be clear and succinct in stating the value proposition of the product or service they are trying to sell and find a way to make that product or service accessible right when the consumer needs it.
What do you read, listen to, or watch to keep track of developing issues and consumer dynamics?
I love listening to podcasts while I run. The Daily is my favorite for current events, and I always learn something new about product development and consumer dynamics when I listen to Acquired and How I Built This. More specifically, as a legal marketer, the Legal Marketing Association has been an irreplaceable resource for learning and tracking developing issues in our industry.
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Can you give an example of a marketing or communications strategy from a different sector that inspired you at some point during your career?
The old “priceless” Mastercard commercials come immediately to mind. They were effective because they demonstrated an understanding of the customer and tapped into people’s hearts and lives, a tactic that can be applied in many sectors.
Looking into the future, which fast-moving issues and and consumer dynamics will marketing and communications leaders need to be aware of?
At the risk of stating the obvious, AI. It is changing what services are needed. Marketers will need to use it effectively and also build their expertise in skills and functions that AI can’t replicate to stay relevant.
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What has been the defining moment of your career, and why?
Ten years into my career I went to business school. Not only did it give me foundational business training, but it exposed me to other industries, including how they approach problem-solving. For example, I received in-depth training in design thinking, a problem-solving approach originally adopted by the tech sector, and was then able to apply design thinking to my work at my law firm.
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What one piece of advice would you share to those starting their career in marketing and communications?
No matter what sector you’re in, it’s critical to understand the customer’s pain points and shape the marketing around that. So often the customer’s needs get overshadowed by other factors and priorities. Whether you’re creating a new product, designing an ad, or planning an event, keep the customer top of mind.
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- Is discussion of Harley-Davidson’s and Ford’s DEI changes taking place in the same places online – and why does this matter?
Where to find Jean:
- LinkedIn: https://www.linkedin.com/in/jean-brinker