A little over a year ago I read a great article called This Is Generation Flux: Meet The Pioneers Of The New (And Chaotic) Frontier Of Business by Robert Safian, Editor at Fast Company Magazine.
His basic premise is that “the future of business is pure chaos and will be for the foreseeable future.” For Safian the way to survive and thrive is to exist in a constant state of learning and reinvention.
I’m not sure I agree with the use of the word chaos, but I certainly agree with the need to learn and reinvent. I think business today is in a constant state of dynamic change. As a result we live in a new world where almost everything we do is a Beta test. For marketers that is a great opportunity to learn, adapt and reinvent as we build our brands.
I’ve come a long way since first reading that article. I joined digital marketing agency BigVoice Unlimited and became an expert learner. I came to understand how key digital tools enhance marketing strategy, and how continuously changing technology can actually be an asset. This is especially true for the type of niche brands I like to work with.
Ten years ago marketing effectiveness was very much a function of your marketing budget. Large brands had a distinct advantage on all levels, particularly in Advertising. Niche brands have always had to work smarter to compete.
Today, Marketing has changed dramatically, and, it’s no longer a one-way street. It’s a dynamic interaction, direct conversations between brands and consumers. There are new channels (such as social networks) and new types of tools (using Big Data for predictive analytics) that make these direct conversations possible and more productive.
No one really knows what tomorrow’s next new shiny marketing tool will be. This levels the playing field, creating huge opportunities for small brands to leverage both traditional marketing and new technology to grow, create meaningful new products, and expand to new markets.