For some time now, there’s been ongoing discussion about digital migration in marketing. Things are moving quickly and your business model must evolve to accommodate this paradigm shift. You have to kiss momma goodbye, close your eyes, and jump. The time has come for you to ditch your tired ways and evolve alongside society.
In the words of Mitch Joel, you have to “burn the ships”.
But what happens if your shiny new car breaks down?
Does your business need to do a complete 180? Is it reasonable to think that you can throw away everything you’ve done just because there’s something new that might work better?
Being progressive isn’t just good, it’s necessary. But it must be handled with logic and ration. You can’t have an itchy trigger finger when it comes to marketing’s flavor of the week.
Go ahead and burn your ships – just consider holding onto a life raft. It might save you from getting stranded.
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Well said Brook.
This is your own interpretation Brook. In fact, I constantly say (everywhere) that everything is “with” and not “instead of”. It’s not that digital is replacing anything, it’s that digital is here, it’s real (and no, it’s not a fad), so what are brands doing to integrate this channel into their mix? Burning The Ships is my reference point for brands to do something unique for this very different channel, and to not just do the same type of marketing that they’re currently doing in the online channel. I hope that clarifies things.
Thanks for the comment Mitch. Of course things must be done in moderation – as you mentioned, “integration” is the key concept here.
My comments don’t speak to the validity of your “burning the ships” concept, but rather to the unfortunate misinterpretation some marketers have about the digital channels in a broader sense.
I’m worrying about the businesses that storm into the digital arena with all guns blazing, yet they haven’t truly considered if it’s a fit for their situation.
Well then, the question becomes: with everyone online, searching, etc… which businesses do you think it doesn’t work for? I have not come across any personally. And, when you talk about marketers and their misinterpretation, it’s a broad stroke comment – who are you talking about?
I speak from – albeit limited (I am still a student) – personal experience with small businesses and also my fellow students.
Obviously, every business needs an online presence because, as you say, everyone is there. But from my time with a small agency, I found the conflict became rooted in time and resources. Should this local plumber have a digital marketing strategy? Absolutely. Should they spend 10 hours a week on a Facebook Fan Page (that may not fit with their target)? That’s up for debate.
As students, we often get caught up in the same mindset. During competitions and case studies, we’re all guilty of automatically spitting out “social media” as an alternative. We often look past the more traditional elements – including the digital ones – that may be a better fit depending on your audience.
It’s not a matter of discarding digital; it’s about investing wisely in the right elements of it that fit your business.
I agree with your last comment. Keep in mind that it runs opposite to what you Blogged about in the original Blog post (which is why I commented in the first place
Brook,
Remember our first class this year where I blathered on about the characteristics of the Internet vs older media? The point of that exercise dovetails with what Mitch has been suggesting: we can’t make a move into digital business without giving up our preconceived notions and embracing the differences. Those differences are where the opportunities lie.