The reality is that we will not be in this recession forever. We are moving from recession to transition. Yes, clients are still buying but they are buying differently. After full economic recovery, they will continue to buy differently. Thus every organization and company needs to develop responses and solutions to address this transition.
Even the larger companies will have to change and this is great news for smaller companies. Large organizations have organizational structures that are slow to move and change. Their bureaucracy prohibits the types of changes that will be required. An example is when it comes to advertising. Previously advertisers and marketers measured ad campaigns by the amount of exposure. Social marketing channels have changed that. What we need to offer our clients (no matter the industry) are metrics to measure not exposure but effectiveness.
We must realize that the digital world is no longer a specialty but rather a competency that must exist throughout all elements of an organization. So my advice to small business owners and managers of larger organizations – as a ‘60s popular song lyrics read “for the times they are a changing”. That is a good thing if you start today moving from recession to transition just like your clients purchasing patterns.
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