Gary Vaynerchuk is one of my favorite people. He grew his family wine business by learning social sites early on. He was one of the first on Twitter and had a successful YouTube show called Wine Library. He's the one marketer who stays consistently ahead of the curve.
He was asked at a recent conference about who will win in this new era of marketing -- those focusing on numbers or those in the creative side of marketing? He said the answer is somewhere between them. Gary likes to point out the difference between IQ (intelligence quotient) and EQ (emotional quotient). Both types of old-school marketers still operate in the realm of IQ.
Numbers nerds are obviously the ones looking at all the data. They're asking what's the ROI (return on investment) of this ad? How many clicks did it get? How many people are sharing our posts?
Creative geeks are the ones trying to tell a story. That sounds like EQ because you're trying to get potential buyers to feel something. But a great story is no longer enough. The story only matters if it connects with someone and gets them to take action.
That's what EQ is. That ability to listen first and speak second. To let your audience know, "We hear you and we're going to give you what you want." It's a connection that builds loyalty and retains your audience. It's much deeper than a successful Super Bowl ad that may get press but does not convert into a lifelong customer relationship.
So what could we call these marketing geeks with a high EQ? (Besides rare.)