Reflecting back is more than just remembering where you wanted to be. It’s an eye opener about how dramatically the sands shifted under your feet in 2011 and a clear sign 2012 will be no different.
For Franchise Marketers Google introduced significant changes to the way it displays and delivers search results. Many franchise marketers had to quickly react to the importance of social media, blogging and directories. Our own vision of being a complete solution for franchise online marketing was expanded to include new best of breed partners in directory submission and social media. Our dashboard reflects the integrated nature of how pay-per-click, organic search and directories (such as Google Places) inter-relate and converge.
It’s not just about how to show up, attract and sell to consumers today, but next month, next year and years to come. Lets transcend ideas like “social network” and “search engine” and focus on consumers and technologies. Will we be using a search engine like Google in 5 years? Will we be using desktop computers in 5 years? What will future social networks look like? Answers to those questions are answers to the future of marketing and customer engagement.
Google, Facebook, Apple, Amazon and plenty of other large companies are innovating at amazing speed to gain control of our attention. Some are doing it through devices, some through content, others through infrastructure.
So, what is message we got from 2011? Change… we must take a critical look at what it will take to adapt to change. Rather than jumping from one place to the next in your franchise online marketing plan, consider developing an adaptive model that allows for rapid assimilation of new technologies and trends.
Creating an adaptive model assumes that you will have to adopt new technologies or new methodologies. Is your company an early adopter? Have you taken on the risk of adopting a technology platform before everyone else? Or have you given up first mover advantage because you felt it was going to be too expensive or time consuming. Continue reading