Social Locomotion Creates Consumer DevotionSeptember 19, 2013 By Peter Weedfald
We are traveling through a post-digital era creating a new norm for operational excellence across all desktops, workgroups and the entire retail and manufacturing enterprise. We have created, achieved and declared digital convergence, command and control of our consumer destinies while consumers in turn have declared the same through their digitally empowered home, business and mobile lives.
Collectively, we have fueled consumer cloud power, articulated second by second through the first inch of any glowing piece of glass. We collectively enable through technology platforms, devices and apps the ability for consumers to ignore us, to deplore us, to snore us when we attempt to advertise and market to them. They have clearly digitally signaled they will not be “pushed” around anymore from our aggressive advertising efforts. Clearly our brand and product marketing efforts must now, in our consumer digitally enabled economy, be leveraged through pulling consumers to our brands and products, not by pushing them around anymore.
Savvy business leaders are investing, protracting and enabling new digital platforms to undercut competitors, to enlist, capture and captivate consumers. They are smartly disrupting our tired, traditional way of doing business by investing in their most valuable asset, consumers. This is not a new phenomenon or surge, but rather a reminder to the uninitiated that the internet is “Darwin On Speed” and waits for no retail, manufacturer or consumer to engage, to lasso or command it. Our ubiquitous internet is awarded as the fastest union of push and pull on the planet. It is the most mature and profitable short and long term cash-register-asset for any business.
As we know, attempting to build a market-sensing, socially savvy innovation platform is getting tougher due to a hyper-changing consumer landscape catalyzed by their own homegrown socially charged digital disruption: perpetually connected consumers with social-sharing, social publishing minds and fingers that do not include our push advertising crashing into their busy digital lives. To be clear, attempting to build a digitally driven sales, marketing and operational culture along with a mature socially enabled digital platform is very challenging. All while our hyper-evolving socially connected digital economy can no longer push, sell or motivate consumers easily.
Consumers are adverse and skeptical of our old style of metaphoric advertising and marketing push. Our leadership focus must be keen on hiring and trusting the directional auger of digital technology subject matter experts. Focus must be on aggressive digital investment, capitalization and realization, before thy competitors strike and vacuum your consumers away. To command, realize and enjoy market capacity we must first unleash and mature digital platform capacity. Especially as digitally enhanced consumers cherish what is relevant and important to them, not to us.