{"id":444,"date":"2023-03-14T16:19:49","date_gmt":"2023-03-14T16:19:49","guid":{"rendered":"https:\/\/www.bursucretleri.com\/blog\/?p=444"},"modified":"2023-03-22T18:37:13","modified_gmt":"2023-03-22T18:37:13","slug":"change-is-a-constant-embrace-it-and-love-it-or-leave","status":"publish","type":"post","link":"https:\/\/www.bursucretleri.com\/blog\/change-is-a-constant-embrace-it-and-love-it-or-leave\/","title":{"rendered":"Change Is A Constant: Embrace It And Love It, Or Leave"},"content":{"rendered":"

The pace of change on the web has always been fast. Even frenetic. In fact change is one of the few constants these days in marketing, media and PR. If things\u00a0didn\u2019t<\/em>\u00a0change that would actually be more shocking than if they continue to.<\/p>\n

When I talk to communications and media professionals lately, there are really just two reactions to this: excitement, which leads to inspiration or fear, which leads to a head in the sand approach. Because\u00a0no one<\/em>\u00a0is ambivalent to change.<\/p>\n

So if you\u2019re in any facet of communications (on the media or marketing side) you have either already come to love the evolving, improvisational nature of how we connect or you haven\u2019t. And if you haven\u2019t it is past time you did, because if not you are going to be forever\u00a0fighting the future.<\/p>\n

But how to embrace change, stay at the edge and enjoy doing it?<\/p>\n

Fear nothing: test, tinker and try new platforms, networks and tools<\/strong><\/p>\n

Really, part of our jobs as modern communications professionals has become perpetual beta testers for our organizations. You need to take that mindset with you and be unafraid to try new technologies as they emerge. Only by testing can you understand user behavior in each platform and clearly see how your company can best utilize it. This should really be\u00a0fun<\/em>\u00a0for you if you\u2019re as curious about human interaction as a marketer should be.<\/p>\n

Plan for change: develop a digital strategy that is platform agnostic<\/strong><\/p>\n

There is absolutely no excuse for a modern company to lack a\u00a0digital marketing strategy. And a smart one has long term objectives as well as an approach to leveraging existing and emerging channels. When a new platform emerges, by having a strategy you instantly understand how (and even if) it needs to be rolled into your tactical mix. Your approach to the web should be flexible enough to take advantage of changes, which can be accomplished by becoming platform agnostic so you\u2019re able to fully integrate anything new. A simple and elegant way to do this is\u00a0focus opt in at the source.<\/p>\n

Don\u2019t be static: foster a culture of experimentation and iteration<\/strong><\/p>\n

If you\u2019re not the one pushing and trying to make things better, then you\u2019re likely just trying to keep pace with those who are. It\u2019s actually a lot easier if you make the decision to create a culture which thrives on\u00a0experimentation\u00a0and iteration. Now you\u2019re the one pushing what\u2019s next instead of always playing catch-up. If you are within a culture that can\u2019t just do this, it\u2019s even okay to create a structure behind how experimentation should be done so it\u2019s tried in the first place. Then you can remove the boundaries when people get comfortable.<\/p>\n

Get data-driven: don\u2019t guess, use analytics to really understand<\/strong><\/p>\n

Are the current waves of change on the web affecting your business? To what extent? Do you even know? Everyone on your marketing team should at this point\u00a0be using data\u00a0to make decisions. Further, by keeping your finger on the pulse of your marketing analytics you can clearly see how valuable, conversion-oriented traffic sources are performing. Now you know what to adjust and why and can make confident choices about where to shift focus.<\/p>\n

I know what some of you are thinking: yeah, we get it:\u00a0embrace change. But is it really so obvious to everyone?<\/p>\n

It still appears to me that the default for most is to\u00a0cling to the past. It\u2019s part of the\u00a0lizard brain\u00a0Seth Godin loves to describe. So while the intrepid of you are out there embracing a world in flux, most are not.<\/p>\n

But what could anyone possibly gain at this point through fear? I think it is a always a better mindset to embrace what\u2019s new and view it as \u00a0infinitely compelling rather than to fear it. Why would anyone logically not take this approach?<\/p>\n","protected":false},"excerpt":{"rendered":"

The pace of change on the web has always been fast. Even frenetic. In fact change is one of the … <\/p>\n

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