As environments changed, walking on two legs helped early humans survive by making it easier to pick fruits and other food from low-lying branches, freeing their hands for carrying food, tools, or babies, enabling early humans to appear larger and more intimidating and helping early humans cover wide, open landscapes quickly and efficiently.
Modern-day marketers face a similar need to evolve,
though at a faster pace.
The pace of change is also changing for marketers. In less than 10 years, customers have massively switched to digital, mass media have become irrelevant and mobile phones have become the first screen for the majority of consumers. At the same time marketing departments have to deal with ever more limited internal resources and cope with the proliferation of technologies and suppliers.
So how does one survive in such a fast-changing environment? How do marketers and companies keep up with this pace of change? Not evolving is the first step towards extinction.
Marketers have to reinvent themselves and try to be more agile. By adapting quickly to changing market conditions. By having the right assets to grow progressively and change direction quickly. All this while keeping the customer at top of their mind.
Focussing on building and retaining your relationship with your customer is vital for the survival of your company.
You need to focus on building and retaining your relationship with your customer and really understanding your customer to ensure your company’s survival in the next decade.The agility to follow customers wherever they are is the only way forward. That is the only survival skill that matters, while short-sighted trends are meant to die.
That said, I encourage you to surrender to the changing pace, accept it and grow with it.