Adapt, change, and adapt again.
Change seems to be the only constant in the life of a marketer.
Technology changes, the communication platforms which have people’s attention change, and consumer behavior changes.
And, yet again and again, we all seem to be so shocked and upset every single time we encounter change.
Everything from the demise of print and radio advertising and the shift to digital to the slightest update in the Facebook algorithm or the Snapchat UI sends marketers into a tizzy.
I get it. Change is hard. But all thehand-wringing, fist waving and feet stamping in the world aren’t going to make a difference.
What has to change is us. The marketers.
Our job is not only to communicate the message. Our job is to constantly stay on top of these changes and adapt accordingly.
Sure, we can commiserate amongst ourselves. It’s nice to vent with someone else who understands and is experiencing the same challenges.
But, don’t stay frustrated or blame “the system.” The only constant we can rely on is change and it’s a marketer’s job to adapt accordingly.
We can cry and complain that marketing isn’t what it used to be. That now, we have to spend a lot more time branding and earning consumer trust before asking for anything in return.
We can kvetch about the increasing ineffectiveness of interruptive advertising.
And to my fellow social media marketers, we can bemoan the fact that we can no longer “crush it” on social media with text & link posts or sharing alone.
Now, social will take a serious investment of time, money, and resources. Organic is dead on some platforms and dying on others.
The future (which is already here) of social media is paid i.e. sponsored posts, video, and influencers.
Social media is a much bigger production than it used to be. For some of us, and certainly for our clients, it will be more of a hassle. And trends indicate that the current state of affairs will only continue.
But it’s all about perspective. How you react to these changing realities makes all the difference.
If you look at them as an opportunity to do better — deliver more value in your content,
find new and creative ways to hack distribution, and realize that the market is ever-changing and your job is to adapt at scale, you will win.
Look at it this way. As social media begins to predominate and becomes the primary place where we spend time and attention,
it will also require an increasing amount of resources and tactics to compete and succeed on social.
This means we can finally have the courage to demand our clients take social more seriously and begin to allocate more of their budget to social,
And less to more costly, relatively less effective things on which they are still blowing most of their budgets.
In every challenge or change, there is room to cry or to find the opportunity and capitalize on it.
Which option will you choose?