I think everyone is in agreement that 2008 ended horribly, and 2009 is starting off with longer lines at the unemployment office than at Disney these days (FYI unemployment office workers – Disney started a “fast pass” program a number of years ago that is awesome – you may want to consider it for 09). Every morning my inbox is filled with 10% layoff notices at this agency and that agency, and everyone on the OldTimers List and my Twitter is networking and appealing to the masses. So how are companies going to survive 2009? Well – if you haven’t figured that out already, chances are you’re not going to – so let’s move on.
I sat in on a great strategy and recap session yesterday between our account services team and the client themselves. The client was asking how they could catch up to their number one competitor who had dominated their industry. We just started with them in September and we’ve already hit a lot of their goals and expectations, but we’re playing catch-up to their competitor, and so the point was brought up by our media team for the client to start thinking ahead. We’ll worry about planning and executing for 2009 and make it a success – but what is going to differentiate them in the future. How are we going to get ahead and have their competition trying to figure out what hit them?
The most common theme brought up was mobile and new applications such as iPhones that make desktops a thing of the past. According to a new study by Parks Associates published on Media Post there will be more than 140 million US consumers paying for mobile broadband services in 2013. I personally have used my laptop for maybe 5 things since getting my iPhone in November. So if your website isn’t currently mobile enabled at the very least – now’s the time to be doing it. Then starting to look at technologies such as the iPhone where it registers as a web browser rather than a mobile device, and it doesn’t yet accept flash… So you need to take that into account – but understand that in the future flash will be there – so don’t spend millions now to only have to change it later. Road map your audience by age category and target usage, and build your mobile site appropriately.
The key to your success is still going to be knowing who your audience is and what marketing principles have worked in the past. Saving yourself from the grey hairs (and unemployment lines) is going to come with aligning yourself with the right partner who understands all of the changing technologies and can guide you through the process.
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