While researching for a presentation I was delivered for a client, I found these two videos from the Google Inside Search website which really made me sit back and realise how much the web, technology, marketing, and human interaction with technology has evolved, even in my relatively short career its has drastically moved forwards. We have all no-doubt seen the Social Media Revolution video from Socialnomics which is as equally as eye opening as these two videos (below) in terms of highlighting the potential of the internet as it stands in 2012 and looking forwards.
This short video from Google has highlighted to me just how much the web has changed, because we have adopted technology into our lives so heavily now it is easily forgotten that 16+ years ago we didn't have Google, smart phones or even much of an internet....
With everything from desktops, smart phones, tablets through to the dozens of content types such as blogs, video, podcasts, apps, info-graphics, ebooks, local data (maps), micro-blogging as well as behaviour in multiple social networks marketing has become a lot more complicated to reach and interact with your audience. Yet at the same time the cost and barriers to entry for brands to create remarkable experiences has also come down, there is no excuse for poor online experiences any more? So why do so many brands get it wrong?
Most brands still approach online marketing in a very linear fashion which back in the early days of the web, as you can see in the first video worked well. But, you need to consider how your brand is evolving with this huge trend, the fact consumers are online, searching for knowledge or entertainment more than ever, through various different channels and devices. If you are not part of their online experience and engaging in the outposts that they are already on you will soon be left behind...
Looking forwards to things like, Google, Plus Your World it is easy to see how another huge step change in behaviour and marketing is just round the corner as more people adopt these platforms. The revolutions that used to take decades (radio > TV, TV > Internet) now seem to occur every 2-3 years...
What do the two videos attached make you think? What would you one bit of advice be for marketers in 2012?
By Chris Soames
Chris Soames is a Smart Insights blogger and consultant, he has worked in digital marketing for over 6 years with the last few years managing international web strategies for a leading travel brand. Now the Commercial Director at First 10, an Integrated marketing agency, he helps clients get clarity on their marketing strategy and create campaigns engineered to engage with their consumers to help drive sell-through. Most of all, Chris enjoys working with talented people who want to create great (& commercial) things not just tick boxes.
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