Seth Godin, my favourite marketing guru and agent of change states that in order for advertising to work and be successful in today’s market, it must be remarkable. And by that he means, that it must be both amazing and initiate “remarks”, thus creating dialogue.
This is the one thing that I constantly struggle with. So often, clients are afraid to take a risk, afraid to try something different out of fear of failure. They may be worried about stocks and share holders, they may be worried about taking on something new and experimental before it’s been tested to death (by which time it will probably be dead) and they just don’t want to try.
Well… isn’t doing something “average” failure in itself? Isn’t doing something the same way you’ve always done it, in a sense a failure? A failure to innovate, a failure to change, and a failure to create really great content that is mandatory for survival on the social web.
Doing something “good” is not okay. Doing something the same way you did it last year, because it seemed to go well, is not okay. Where’s the innovation in that? The market is different than it was last year.
Social Media has changed the way we view and perceive advertising. The whole approach has changed, and yes, even in a year! There are companies out there who are not afraid to change, who are not afraid to innovate and who are taking risks in Social Media that other companies are simply too slow or too fearful of taking. These are the companies that will succeed.
The one thing you can count on is change, so why resist it?!
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