What should we adopt? How can we adapt?
Posted by Oct 12, 2010 0 comments
Reading over the blog entries this week, particularly David Dombrosky's entry on the rise of the citizen critic and Ron Evans' post on online reviews, I was reminded of an experience I had a few years ago when our local paper cut its classical music and dance critic. I had a meeting with many of the marketing directors in the city, who were understandably upset about the firing and convinced that their success was inextricably linked with newspaper coverage.
Many of these people had been in marketing for 30 years. When they first started out in the business, the primary marketing channels were TV, radio, and newspaper (and maybe billboard, telemarketing, or fax.) When a new medium was introduced, it might take a while to master, but that was fine. The learning curve was viewed as an investment because you knew that medium would still be around in five years.
Compare that to now. We have new, “must-have” technology platforms coming out nearly every 6 months to a year. Today, we are being pushed toward mobile apps for phones and iPads, geolocation social media like Foursquare, and more. We are not sure if these technologies will still be popular in three months, let alone five yea
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