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Jack Myers: Don't be a change agent

Jack Myers: Don't be a change agent Lori Luechtefeld
Say what? Don't be a change agent? But -- but being a change agent in an industry as dynamic as digital is a good thing, right? It's a label many marketers have worn with pride within their companies.

Well, it's time to shift your thinking, said summit host Jack Myers, chairman of MyersBizNet, in his opening remarks at the iMedia Entertainment Summit. "You should start thinking of yourselves as stability agents," Myers told attendees. "All we've known for two decades is change. It's time to give people in our industry more stability."

Marketing is in a state of metamorphosis, and certain mentality shifts will be vital to maintaining our industry's relevancy and viability. In addition to moving from change agents to stability agents, Myers noted that marketers need to focus less on information and more on knowledge. In addition, they need to rethink their organizations, break down silos, and fundamentally alter how the various disciplines in media and marketing relate to one another.

Finally, Myers said, marketers must embrace youth and diversity. It's not about marketing to young people. It's about understanding who they are and what they can teach us. "We need to respect that they're different, embrace how they are different, and make them our mentors," Myers said. "We can learn as much from them as they can from us."

Lori Luechtefeld is principal of strategic content firm Wookit Media and an associate at WIT Strategy. In both roles, she works with a network of media and marketing professionals to devise and fulfill on content strategies that connect...

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