Same rules apply.
Tuesday, March 20th, 2007 by Lindsay StevensToday’s marketers are in a mad scramble to identify what motivates consumers. The first brand to get in their heads, wins. And with the marketplace being what it is – consumers in control, access to information a right and on-demand a given – the challenge is becoming evermore insurmountable.
I think you’ll all agree that the ‘right now’ consumer is embracing the functionality of technology and continually pushing the web’s potential. With blogs, podcasts, social networking, online video, and consumer led marketplaces. The corporate knee-jerk reaction to staying competitive is to offer these consumer-loved platforms on their sites to generate interest and loyalty.
Before jumping on the bandwagon and enlisting one of these technologies, it’s valuable to determine if it’s the right way to connect with your consumers. Just because it’s there, doesn’t mean you should use it. Each of today’s most successful Internet concepts have had previous success in an offline form. Consider what has worked in the past to evaluate the probability of it working in the future. For example, if it wouldn’t have made a good radio show, then it probably won’t make a good Podcast.
Though in all this, don’t forget that there is definitely room for innovation. The right creative solution is rewarded and some risks are worthy – just stay on track and look to solve a problem your customers actually have.
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March 21st, 2007 at 2:17 pm
Nice job. A very important point “there is definitely room for innovation” and innovation often takes risks. In our fast-paced, forward-thinking, technological society, some of the most difficult risks you can take often involve slowing down and simplifying.