I’ve been sensing a change these days. Actually, like most change, it happens in a way that is imperceptible, until you step back and look at something like a six month window. Then you can see it.
The world of marketing has changed – social, local, mobile – all powered by content, has happened, it’s not a fad – and yet businesses are still acting as though they can treat it as such. But here’s the really scary thing – it’s changing again.
For this week’s episode of the Duct Tape Marketing Podcast I visit with Mitch Joel, CEO of Twist Image and author of Ctrl Alt Delete: Reboot Your Business. Reboot Your Life. Your Future Depends on It who, in dramatic fashion, describes this state of denial that many business owners and marketers are living in as purgatory.
The change we are undergoing right now will dwarf what we’ve seen over the past five years. Every bit of data and information we share and consume is headed towards a single source or, as Joel calls it, a single pipe. We are moving beyond customer service and marketing messages to a era where businesses must be built to interface directly with the customer at every level.
The customer and the direct relationship with the customer is an organization’s greatest asset and greatest risk. An organization’s ability to respond directly and in real time will determine success and failure. Proactively leveraging opportunities in real time is the new landscape.
One of my favorite lines from the book sums this up – “Instead of asking people to like us Facebook – why not trying liking them first.”
In the world we are heading towards marketing and advertising must become more useful. Advertising must become so useful that people would keep your ad on the home screen of their phone. Messages must become so useful that people are willing to pay for them! Information no longer wants to be free, it wants to be worth paying for.
Media must become both active and passive. The move towards socializing every event or show has created an environment of fatigue. There are times when we just want to read something, or, if we want to engage, it’s got to fit the experience. More content isn’t the answer. Better content, relevant content, content that fits what I am doing right now or content that my trusted friends say is the best, is the answer.
It’s time once again to reboot business and reboot how we do business, how we work and what we call an office and a career.