There is not a lot I remember from my High-School French class.
One phrase is stuck in the little gray cells:
plus ça change, plus c’est la même chose
That translates to “The more things change the more they stay the same.”
When it comes to marketing, you need to adapt to the Normal particularly the New Normal.
You can’ keep doing the same thing and expecting a better result. That won’t work. (Some people say that is the definition of insanity!)
What has changed and what stays the same?
The ways of presenting your message, carving out a brand for yourself, your service or your product are increasing and morphing on a daily basis. Even the internet is enduring continuing change. Successful Marketing acknowledges and uses new technology (Pepsi is betting on Web3.0 and NFTs (Non-Fungible Tokens)
BUT, human nature is slower to change than technology.
Today I read some research that shows the younger generation prefers face to face over on-line to build relationships. New technology comes at a premium in terms of money and time but since we humans are slow on the uptake, smaller firms can orient to the customer, stick with earlier technology and still compete.
Exploit the changes while maintaining client/customer Trust.
Watch the “big guys” as they experiment with Web 3.0. Learn from their mistakes but do not commit staff, funds or time until you can see a clear path to changing tactics that stays on the winning strategy to stay connected to your customer.
And so it goes.
Jerry Fletcher is an international speaker with clients from Singapore to Spain.
He guides elite individuals and organizations to become more memorable and more profitable.