Here at Movéo, we have been thinking a lot recently about how marketers can succeed in a world that refuses to slow down. Technology is advancing at an alarming rate, providing marketers with endless tools and countless options to reach their customers. Sometimes, it seems impossible to know which ones to use or how to use them most effectively.
This pace of change is dizzying, and while it is exciting to meet the challenge of change within the industry, it can also be scary to try to keep up. Enter Perpetual Novice Syndrome.
From the moment you hear about a new tool, you are expected to understand it, use it flawlessly, and prove its worth. Before you feel mastery of that trend, there is another one on your desk. The good news is, you’re not alone.
With the constant emergence of “game-changing” technological tools, marketers are caught in a cycle of constantly learning new things, without being granted the time to truly master the knowledge and use it to its fullest potential. They are always too busy always learning new tools to become experts at any of them — they are perpetual novices.
Marketers are trying to cope with this fast-paced change by simply running faster. This speed, however, comes with a cost of marketing effectiveness. It causes team exhaustion, it creates a reactionary rather than strategic business culture, and it prevents marketers from connecting the dots.
The inability to connect the dots is perhaps most concerning. As each new tool and trend catches marketers’ attention, and they feel the need to keep up, they fail to take the time to consider the larger connectedness that makes the tools most effective in the industry through strategy and implementation.
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