Recently I received notification from one of my former clients proudly announcing publication of their new brochure. On paper. Now, in the second decade of the twenty-first century there still is a role for printed materials, though that role is diminishing quickly. What worried me is that the website that they have is pretty lame. So, they've proudly spent good money putting ink on paper which will reach a limited audience ... and are missing the boat on a technology that has virtually unlimited reach and interactivity with minimal cost.
In this brave new world, adapting to change isn't just about communication. Many marketers who think they're "on it" congratulate themselves because they're on the web ... or dabble in social media. But there's more - much more - that has changed and more - much more - when it comes to opportunities. The bottom line is: virtually nothing is static - virtually everything is dynamic. Almost everything is fluid. Change is pervasive.
Consider ...
Dynamic packaging. It's already happened in travel where prepackaged tours have given way to dynamically packaged tour products custom tailored to the individual.
Dynamic pricing. The airlines and hotels have figured this out - but dynamic pricing is moving into traditional retail. In the future there may be no "fixed price" for anything.
Dynamic distribution. In Korea and China custoemrs can shop by scanning a QR code projected onto any wall - creating a virtual store. The future of this is mind-boggling.
It's time for marketers to take the revolution in technology seriously and ride the wave of change. And not wipe out.
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