In general companies have done a rather fine job of adapting to the new social media driven marketing climate.
It seems lessons were learned from companies that failed to adapt to the Internet. Eastman Kodak, Sears, Toys “R” Us are a few that are highlighted in this story about companies that lost their edge.
However technology is constantly changing. So will social media. Even the companies that “GET IT” right now need to continue to change with the social media landscape or they’ll get left behind.
There’s a few lessons companies and marketers should take with them as they move forward.
Try new things
If you were a company that decided to wait to see how Facebook or Twitter played out for your competitors, you probably found yourself playing catchup.
When new communication methods emerge, companies need to at least dabble their toes.
Periscope is a great current example. How the live video streaming service can be effective or it’s future are in doubt. But there’s no harm in establishing a presence and seeing what could possibly word.
Brands are people, people are brands
More so now than any other time, brands have established themselves with identities that include human personalities and characteristics. At the same time people have been able to establish their personal selves as an identity brand others want to do business with.
This trend is likely to continue with the next round of technological advancement.
That’s because it’s easier for brands to connect and engage with their consumers through one-on-one communication. Instead of a corporate feeling mass media advertisement streamed over the airwaves, brands are able to speak directly to individual consumers. The context of those conversations are then taken by consumers who are “listening” in on the conversations. Brands therefore can act like people. They can be compassionate. They can inspire. They can set themselves up as something that cares more than just about the bottom line.
As for individuals. They are able to take their talents and express them in multitudes of ways and reach an audience that before was only reserved for large corporations. The power of the individual has reached new heights.
Human behavior changes with technology
We’d like to think that as humans our own behavior is not altered because of outside influences. We’d like to think we’ve designed and built technology that works because of it.
However more and more technology is changing human behavior. Ever feel naked because you left your cell phone at home? How many people do you see in public with their face buried in a screen?
Humans are not adapting around technology. When the last thing you do is plug in your phone so it is charged and the first thing you do when waking up is interact with a phone, it’s hard to argue otherwise.
More and more our mobile technology will dictate our behavior. Marketers need to be engaged where consumers are, which will lead to more and in many cases new forms of mobile marketing.