No matter where I turn, I bump into Charles Darwin. Today, a friend sent me a link to a New York Times article on how the publishing industry has been affected by evolution. Then, I stumbled on a SlideShare presentation by another Charles — Charlie Hoehn, a recent college graduate making his mark on the world. He quoted Darwin while providing his peers with job hunting advice.
“It’s not the strongest of the species that survives, nor the most intelligent that survives. It’s the one that is most adaptable to change.”
Is your marketing Darwin proof?
Is your business?
Are you adaptable to change?
Really? I kind of doubt it because change requires more than just changing tactics.
Today’s marketing pros have to be true Change Management artists. I’ll continue to argue that the fundamentals of marketing remain the same, but the techniques have clearly changed. One by one, clients are finally admitting they have to learn how to communicate in the social media age, and want to go from 0- 100 in Superhuman speed. It won’t work unless the companies fundamentally change the marketing behind the communications techniques not just the communications channels themselves.
A TV ad doesn’t work in print. A print ad doesn’t work on a billboard – -not without some changes. They are fundamentally different medium and require different approaches within a campaign. The same is true of social media. If you are planning on just repurposing existing material on a social media platform, abandon ship before you leave port. The tone, value and approach in social media are all inherently different from traditional mass market messaging.
I encourage you to enter the social media world. Just don’t do it without changing yourself first – from the inside out. That includes corporate culture, marketing plans, and studying a bit of Darwin and Marshall McCluhan. After all, the medium is still the message.