Published October 17, 2014
Digital , technology
Tags: consumer, CPG, Demandgen
Picture this: You’re at a stop light. It seems to be taking forever for it to turn green. You become impatient. You start yelling. You’re wondering why it hasn’t changed. Finally it does change and you peel out. You’re angry because it took entirely too long. It’s been an astounding and unfathomable 3 minutes.
Here’s another scenario: You’re at your computer, you’re on Google and you’re searching for something…The screen freezes, you see the little “thingy” going around so you know it’s “working,” and still nothing. You become impatient, you check your connection, check the cache, check your security settings. finally the page loads…and you think, I’ve got to get a new machine; yet it’s only been an incredible 2 minutes of agony and frustration.
Why are we like this? How has it come to this? Blame it on technology. You see technology has set an unrealistically high bar of expectation for speed and delivery for everything that is not technology related. Whether it’s your toaster, the elevator, the manager at a hotel, the service at the restaurant, the boarding of the airplane, checkout at the grocery store, customer service on the phone or the drive-thru of your favorite restaurant. If we don’t get what we want and need NOW, we have a melt down.
Like the New York Times says, “We need a reset.”
The problem is that we’re armed with so much more information, access and ability so quickly through technology, that it has lead people to expect, demand and want the same type of results from their offline experiences. Is that realistic? Probably not.
Saw this picture and it so captures the essence of who we are now. We are a global, digitally enabled people. Amazing!
Are we becoming a nation or a society that is devaluing certain aspects of online privacy? As more and more of our lives become intertwined with online networks we become desensitized as to what is private and what is not. Take for example the liberties or assumptions that Live-Hive would like with your personal information.
CtoCloud Application is requesting permission to:
- Manage your contacts
- Manage your calendars
- View basic information about your account
- View and manage any of your documents and files in Google Drive
- View your email address
- Perform these operations when I’m not using the application
What is private? What is personal? What is sharable? Depending on what your beliefs are, the bar for leveraging the usage of a service against what is indeed your personal IP and private data has either been lowered or raised.
Some of you won’t care, others might walk away and still others will click yes like they do a EULA and be done with it. None of us care until it directly affects and impacts us. That’s sad.
As a business owner, at the end of the day, you’re in business to sell a product or service which means that you may know that product backwards and forwards, but does that mean you know how to market it? Maybe. Does it mean that you know digital marketing/ social media marketing? Does that mean you know e-commerce? Maybe not.
Some SMB’s prefer to do it all. Some can, some can’t. Some try, some fail. Enter the third party.
I’m having a conversation with a friend right at this moment in which he’s saying that the only thing constant in life is change. I agree, especially in social media. His point? People who run companies cannot do it all. But they try, they struggle, they dabble, and thus think they have it under control. Perhaps everyone needs that extra set of eyes on some aspects of what they do. Business owners need to understand that having another set of eyes is not necessarily a bad thing. The key is knowing when you need them and swallowing your pride to admit that you need them.
At the end of the day, you need to do what you do best. If you’re a doctor, asking you to market your product was not part of what you learned in medical school.
Social changes every day, so being an expert is a tall task. Being an expert in what you do takes time, takes effort and takes commitment. Can you be an expert in everything that you do in your business? For digital marketers, being connected to your network at least allows you stay abreast of what changes daily in the space. You take what you learn daily everywhere you go. Translation-How can you run your business and being effective with digital marketing? Especially if you’re a click and mortar business.
Beyond digital and social media and taking a broad lens approach to life, and knowing that we are all in some sort of bubble begs the question. Doesn’t having another set of eyes help you? Well there ya go…
The easy answer on why digital strategies fail is that technology is changing so quickly that once an organization has decided to implement one strategy, it’s time to alter course and develop a new one. And to a certain extent that’s partly true. It is very difficult to stay ahead of the curve, especially now.
But the real reason a lot of digital strategies fail isn’t because of a dearth of good ideas or talent, it’s because of 5 things inherent in a lot of organizations. They are in descending order of importance.
5. Turnover coupled with leadership vacuum.
4. Red Tape/Politics/Hidden agendas
3. Lack of belief or Buy in from Leadership
2. Poor planning and Bad execution
I suppose that we could easily expand this discussion to include other aspects of a business that fail instead of just digital strategies because of the above mentioned bullet points, but these 5 seem to occur moreso than most around aspects of digital.
For example, if we’re to believe the Gartner Hype Cycle, which I do, we’re approximately 2-5 years away from mainstream adoption of social analytics. That’s measuring and monitoring and analyzing the biggest technological and cultuural phenomenon to hit the globe since the internet first came on the scene, and we’re 2-5 years from mainstream adoption. It’s not a technology problem.
It’s tough to stay ahead of the curve when some struggle to just get on the curve. Why is that? Your number one answer? Culture. We have to get out of our own way.