The recent economic news/outlook has forced many of us to think thru the potential impact on our businesses for the next 12 - 18 months. Balancing how do I cut back but not retreat, watch expenses while continue making great investments or analyze all we do but remain open minded to alternatives. Will this finally force the digital world upon us? In its full force?
It will surely require us to think smarter. And when I say digital media I’m not referring to PDFs or online brochures but rather truly impactful digital media (the intersection of ubiquitous broadband, advanced web applications and great storytelling). Here you will find efficiency, engagement, shelf-life, extended reach, and a much better environment to differentiate you from your competition.
It will be harder to grow revenue in a downturn, yet some will do so. Those who succeed will understand that 70% of the selling process will occur on-line and realize that an outdated on-line presence won’t do it. Broadband keeps us from having to read - and even the printing industry will tell you that most people read only because they have to. Most choose to engage - watching, listening, reaching back, exploring, contributing, learning and then inviting in the finalists.
For those that truly embrace the digital future - they will out-sell and out-maneuver their competitors who choose to go down the path of static, costly and wastefulness of the “old school” way of trying to prospect.
Now is the time, and these times call for something different - are you ready?