The rapid evolution of technology over the last few years has driven organizations to take note of digital opportunities such as search, smart phones and social media. Driven by the acceptance of younger generations, these types of media are all the rage and are driving innovation and a new way of life. Or is it?
Is this new way of life becoming the norm for EVERYONE or just the younger generations? Does this mean that “Old School” marketing techniques such as traditional PR, direct mail and the like are destined for the scrap heap?
What can be learned from history that is still relevant in today’s world? As the world of marketing evolved through print, radio, TV, the fax and computer age, and now the explosion within the digital world, are there lessons that are important to note? Radio and TV are still with us – so are newspapers and magazines and books, despite the changes that they are going through as well. Adapt or die seems to be the watchword, and if they adapt successfully they will have morphed into something new and relevant. Whether it is actual change or change in terms of usage or implementation. As Robert Penn Warren once said: “History cannot give us a program for the future, but it can give us a fuller understanding of ourselves, and of our common humanity, so that we can better face the future”.
Where will we be as a marketing society in 10 years time? Will we be a digital environment only? Will we have forgotten all the consumers that have not transitioned over time? Will sales only be done online or will there still be a role for salespeople and stores? Will we carry cash or will all transactions be done via electronic transfer?
Does anyone believe they have a crystal ball? Exactly what do we prepare for and how fast will the evolution (or is it a revolution) take (if at all)?
No, there are not only two certainties in life – death and taxes. I think it is now fair to add on a third certainty: and that one is CHANGE.
Neville Pokroy consults in the areas of strategic marketing planning, as well as in the development and execution of marketing strategies and plans. He assists companies who require marketing expertise to plan and fully execute marketing programs. If you want to have more choice in marketing your business and in setting yourself apart, visit our website.
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