I started reading a book last evening that began by talking about the fate of companies that refuse to engage in the “digital world” and it sparked a thought in the far reaches of my mind. We all continue to hear about the imminent demise, doom and gloom, and apocalyptic predictions that come from people within our industry (digital marketing) about how businesses that don’t get on-board are going to fail as a result of not getting with the online program. Most of these articles claim that the lack of digital marketing (i.e. great website, ppc ads, social marketing, email marketing, etc) alone will end the business.
Though I agree with the premise of this, I don’t think that the problem is a lack of online marketing. I believe this is just a symptom of the real problem and if you look further at the business, you will see lack of change in other areas of the company as well.
The Problem Isn’t Lack Of Online Marketing
The problem is a lack of motivation to change! There are a lot of reasons for this problem, but at the core of a business that isn’t developing their online brand, engaging customers, and driving new business is an Owner, President, or CEO that has consciously decided to not progress. You will see the results of this decision in all aspects of the business. Old inventory control processes, old bookkeeping processes, lack of payment options for their customers, and yes, old ideas about marketing.
Why Would They Do That?
Believe me, I’ve spent more time than I should wrestling with this question. Every time that I hear a business Owner or President tell me that “we tried digital marketing and it doesn’t work in our industry” or the ever popular “our customers aren’t online” I wrestle with this.
I’ve come to the conclusion that the primary reason that these business leaders refuse to evolve their company (yup, the entire company, not just their marketing) can be time, fear of change, or lack of knowledge. All of which are very valid reasons. Business leaders are really strapped for time these days. I’ve not come across one that was sitting in their office just waiting for me to show up to give them something to do. We all have a degree of fear when it comes to change. It’s not easy. It’s not fun. And, it can be wrought with problems. Change is horrible, but we have to do it if we want to stay relevant.
The biggest reason for this lack of evolution, however, in my opinion is the knowledge equation. Digital marketing brings in an element that most people have a healthy fear of…technology. Now we are blending art and science. Combine the vast scope of digital marketing channels and strategic options with the speed that this online stuff moves at and it will bring the strongest business leaders to their knees. The amount of knowledge needed is large and if these business leaders haven’t been keeping up with it since the mid ’90’s they will be facing a monumental task trying to bring themselves up to speed.
So What Should They Do?
To draw an analogy, most of us don’t have any idea about how a printer sets up their presses, how the pre-press process works, but that didn’t stop us from producing beautiful brochures, annual reports, or full color ads in magazines. The best way for business leaders, today, to capture all of the opportunities they can is to align themselves with a partner that will commit to being a trusted advisor, bringing the realization of those opportunities to their business.
But before any thing can change for these businesses, their leaders have to change their thought processes, realize that the world is a different place. In the end if a businesses leader doesn’t advertising online, that in and of itself isn’t going to end the company, but if they aren’t advertising online then they most likely are not doing the other things that they have to do to stay relevant and that is what will put them out of business.
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