Adapt or Die

IID-100359940f you market a product or service, your reaction to the following statistic shows where you are located in the digital divide.

More than half of digital traffic online now comes from mobile devices and through mobile apps. A comScore report says smartphones and tablets combined now account for 6o percent of all online traffic up from 50 percent a year ago.1

If this scares you, it should.

Yet, too many business owners, marketing consultants and know it all’s still pine for the past. You can wax nostalgic all you want and get upset when people click past you, won’t return your phone calls and box you out while cold calling. The truth is that if you don’t have significant digital awareness, you might as well be living back in the 1950’s along with Fonzie and Ritchie Cunningham.

One rule which the greased back and saddle shoe marketers can’t shake is the overwritten copy about how great they are. I know they know that it’s about the customer, but they want their solutions to sound so grand and majestic.  A small X in the upper right corner is the true sign of their demise.  One click and they are gone to ad and marketing Valhalla where all great and important marketing campaigns go to die.

Crisp copy that engages a decision maker, then creates engagement and ultimately converts their interest it into a sale is the key. If you are reading this, you know this. But the problem is too many digital marketers want to look like they are wearing a cashmere sweater, but pay the price of an acrylic knit. Invest in your digital strategy. Don’t just pretend that a weekly dabble is enough. Don’t lie to yourself that having personal social media is the same as having a campaign based strategy with good metrics and A/B testing. If these terms are Greek to you, work with someone who knows how to create the outcomes you want by using the tools available.

You have to adapt to the technology or your business will die. It’s really that simple a choice: adapt or die.