We’re all digital settlers but make no mistake, we'll keep on moving once there is no more gold
Where are we all heading. Where will we settle, MySpace, Facebook or Twitter? What technology will win? Will we all become iPhone owners or stick to Nokia? PC or Apple? When will we be pleased?
Brands are spending millions and millions in order to understand where people are settling down. Once that knowledge is secured they spend even more millions to develop a presence. But once people move on to another place and another community the same brands have a hard time turning their battleships around.
In order to develop a long term strategy for online communication brands have to understand that no technology will actually win. No community will be ‘the one’ community. We’re merely a population consisting of digital settlers moving from land to land trying to find the next gold rush. Once we find it we dig until there’s no more gold to be found or the place becomes so crowded that we cannot see the gold anymore. Then we move on. Some people stay behind and eventually turn lonely. But as time goes by even they will once again turn into settlers and move on to a new place where they can once again prosper.
Of course today the gold is conversation and the place is anywhere the tribe can prosper.
The digital world makes it easier than ever for consumers to keep moving from one land to another and that’s why brands have to do get ready to do the same. For the last 50 years it’s been about TV, Print and of course other channels. It’s been easy for marketeers to follow tribes or what we until now have defined as target groups. Now the power has shifted and we’re moving from place to place, technology to technology and user behavior to user behavior. So, brands have to do the same.
If you’re a CEO of a company trying to fight your way to the jungle. Don’t stick with one map and one path. Send out trackers constantly. Find new unique places that hasn’t yet been discovered cause one thing you can be sure of is – where there’s gold there will be people. In order to find those hidden gems you’ve gotta try out everything that comes your way. It’s all about being interested in the unknown and being able to filter the information. In other words – reorganize the way your company is working and get rockin’!
Six Degrees yesterday – Facebook today. ICQ yesterday – MSN & Twitter today. Tomorrow? Who knows. But one things for sure – follow the leaders cause they’ll show you where the next party is or become one yourself.
(quite a strange philosophical post but then again I’m on my way to a strange and philosophical meeting)