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Although there is an idealized image of the work carried out by advertising and marketing professionals, possibly marked by what appears in series and movies, the truth is that their workday is far from being so glamorous.

Instead of constantly thinking of brilliant ideas, they are stuck in endless meetings. They are not always being innovative. Possibly they are always responding to multiple emails from bosses, colleagues and various clients. In fact, as a study just showed, the time marketers spend on their most valuable work is only 19% of their workday.

The figure is shocking and somewhat depressing. It is also the starting point for an analysis published by Clickz on what the marketing teams that achieve the best results do. They are those who can dedicate more time to creativity and innovation and those who do not see how the hours go by covering trifles. These are five key habits that help create a framework in which better results are possible.

An organization of processes
In a way, there is a belief that Best Database Provider when you are creative and innovative, order matters very little. However, the reality is somewhat more complex and creativity also implies work. In the case of marketing work, being able to organize things well, what and how to do it is also crucial.

It is not going to be a drag on creative work or innovation, but it will be a great help to reduce redundant work, wasted time or resources or endless meetings that seem like they are going to get nowhere. If you want to be able to dedicate time and attention to the things that you feel are important, you have to organize your day to day to create fluidity at work.

Centralize work
And in that way to create work routines and organization in the analysis, they also recommend centralizing the work. As they point out, this improves the transparency and trust of the team, but also creates a certainty that the work will be done.

Collaboration becomes easier, because there is a central 'hub' to which everyone has access and which clarifies what is happening and who should do what. Individual work and small teams continue to operate, but they do so in a context in which things are clearer.

Collaboration must be accompanied by a context
This point has become, they warn, even more important in the era of teleworking. Technology helps manage workflow and understand what each person is doing, even when each person is at home working remotely.

This does not mean sending endless chains of emails, but rather creating a collaborative environment that makes things easier and easier. There are multiple technological tools that help to achieve this.

Repetitive tasks can be automated
Marketers plan to WhatsApp Mobile Number List automate goal control, budget, finance and work time tracking, or resource management for years to come. They are repetitive tasks, but they are time consuming and lead the team to lose hours of work. If a machine can do it, now is the time to leave it up to them to free up time for teams to do more vavaluableings.

Things are changing: the time has come to adjust to those changes
And finally, the most innovative teams are always very aware of how things change and how they must adapt and change their work to respond to those challenges.

For example, right now, the most efficient teams are focusing on improving their capabilities in customer experience, faster response or improved communication with stakeholders . Let's say they are not resting on their laurels and are aware that they need constant work.

When the film Borat hit theaters a few years ago , in which actor Sacha Baron Cohen posed as a journalist from Kazakhstan and presented a wild image of the country, the Kazakh government was furious. The film was banned in several countries and the actor's website was blocked for a time in Kazakhstan. However, with the premiere of the second film installment in which the character stars, the reaction in Kazakhstan has been totally different.

From the outset, the reaction to the first film was no longer unanimously critical: as a Kazakh analyst explains in a column he published on the 10th anniversary of the first film, there were those from the country who saw the success of the film as a potential opportunity to make public relations. And, despite the rejection that the film generated at the time, the country's administrations understood, he explains, that they had to change the narrative: they had to take advantage of it to explain what exactly Kazakhstan is. Then, the government recognized that the number of tourist visas had grown by 10 after the premiere of the film.

Now, the Kazakh tourism body has directly taken advantage of the pull of the premiere of the new Borat film to make an advertising campaign and get its tourism marketing to capitalize on the issue of the moment.

Instead of launching a war against the film from the Kazakh administrations, as the creator hoped, another reality was found. "They made the decision to let die naturally and do not respond , " explained to The New York Times Kairat Sadvakassov, head of the tourism agency of the country. They didn't want to overreact to the pitch. But in the end they were not silent: a proposal from a tourist professional ended up bearing fruit in an advertising campaign.

Rather than skip the film, they have used Last Database it to do tourism marketing and to remind travelers that they exist (something especially important in the context of the pandemic and the collapse of the global tourism market). The phrase that Borat uses repeatedly ( Very nice! Very nice) has become his slogan in a tourism campaign. The protagonists of the advertisement exclaim it when they cross the attractive points of the country.

The importance of laughing at yourself in the age of social media
The story of the Kazakh campaign in Borat is an example of tourism marketing and also an example of how something that was supposed to be negative press can be turned into something positive. But, in addition, it also serves as an example of another very important question, that of how brands should learn to be more flexible in the age of social media (something that is not always easy for them).

For those responsible for marketing and for those who must monitor how their brand image is transmitted, any element that breaks with what they have established as the corporate image becomes a threat. Anyone who has worked as a community manager or in communication will have experienced it: someone is angry a couple of steps above the organization chart because they have not used the favorite form of the position of that director or because a consumer has done something that they did not They like it with their brand (and asking them to remove, no matter how much the manager wants, will only create a reputational storm).

And it is that one of the key points of social networks and how they have changed the relationship between brands and customers is that, in the new era that they have opened in relationships with each other (and that already goes beyond what happens in social media), brands have ended up losing control.

It is not just that the conversations are more and more from you to you, it is that the brands have lost total control of the discourse. In the previous scenario, only certain very specific issuers launched messages. Now anyone can do it and that means that brands, whether they want to or not, cannot control everything that is said and everything that is generated about them.

Therefore, there is no choice but to assume that reality and live with it, which implies knowing how to accept criticism and jokes and being able to laugh at oneself. Brands cannot be taken 'so seriously' and be so static.