Many consider 2011 and 2012 as an awful time. However, some consider these years were necessary: a time for change, a time for disruption in communication and marketing and for the appearance of new ways of thinking and doing. Many companies, marketing and communication agencies and brands have suffered these changes and disruption has left them behind. I think we should stop to think for a moment and acknowledge this step in the evolution of our businesses.
The Need for an Interruption
The forces of creative destruction require time and effort and need to make things happen. New economic outputs will not arrive until the system has been disrupted in the way it is now. This could explain the current cycle we find ourselves in.
Clearly, we cannot simply implement new social technology or new forms of communication to do old style marketing and expect it to work. That would be like putting wings on a car and expect it to fly. Neither can we be naïve and expect social media/mobile marketing to operate without friction alongside traditional marketing planning. It would be a mistake.
The Intersection Will Create New, more Human Businesses
When we combine digital marketing with human interactions, the new economy we're experiencing (as regards connection andsharing), traditional media and strategic marketing, the impact of this combination will irrevocably change the environment as well as the way strategies are devised, actions are structured and carried out, results are measured and objectives are met. This may free the entrenched ideas of what marketing should be and, in turn, inspire fantastic new human businesses, beyond the social: such as communities encouraged to interact with the community by providing substantial value to it or online communities, designed for a special target especially, that helps them discover their own shining light. Long-term communities for people that want to find a job, with a business model that promotes interaction with the community and not the consumption of contents.
Nobody knows ...
While current events are stormy and terrifying, they also offer great marketing opportunities which would have been impossible before them. It's up to us, the marketers (not only the technology professionals) to create new paths, together.
What will the future bring? Nobody knows, even if many are trying to work it out! It's definitely not Isra who's about to tell you. What is clear, however, is that disruption is unavoidable to advance towards a new horizon.
Photo credit: splitmango.