* this was written and posted to my friend Bruce's company's blog. It seems more and more relevant so I'm posting it for you'll to read!
As
the leader of a company, and a self-confessed extrovert, I’m constantly
communicating: phone calls, e-mails, IMs, Facebook and Twitter
messages, blog posts and comments, presentations and panels. It’s a
pretty exhausting list, and each has its own unique set of protocols
and time commitment.
I’ve noticed that while new avenues for interaction increase
communication opportunities, my ability to effectively use these
various tools is diminished a little each time I add a new one. Not to
mention that adding too many social media tools decreases my ability to
spend time hanging out in real life, where, let’s face it, the majority
of business and real conversation happens.
Social media conversations have their place—to create and maintain
connections based on shared values. They allow us to connect in a
deeper, ongoing sense with people without a lot of effort, and that’s a
plus.
And yet, there is a growing sense of anxiety that we can’t keep up
with it all. While I’m committed to a few online communities and
platforms, I will not sacrifice my face-to-face connections. Nor do I
want to transition all my online connections into the face-to-face
environment. At the same time, I will never shut myself off from
connecting with more people. Social media conversation for sure, but
face-to-face conversations as well! Consistently and with passion!
But that’s sometimes easier said than done. Are you feeling this same anxiety? And how are you handling it?
Zig.marketing has
been named the digital agency of record for three Sherwin-Williams brands,
Dutch Boy®, Krylon® and Pratt & Lambert®. Zig is helping Sherwin-Williams
make a commitment in the digital space to stay ahead of a changing media
landscape, and do an even better job of talking to and inspiring new and
current customers.
I must commend
Sherwin-Williams for this move. While I don’t know the work of Zig.marketing, I
applaud Sherwin-Williams for recognizing that standard advertising doesn’t
work, and for understanding the value of reaching and engaging their customers.
This is another major brand that has axed a significant amount of traditional
media to move into a space where purchase decisions are being made.
And yet, so many mid-market
brands, continue to resist the benefits of internet marketing. Of course, the
marketing director who doesn’t understand it is afraid of it – but the advice I
have for you is simple: Adapt or you will become redundant anyway. Its just a
matter of time. Your internet marketing strategy should include micro-sites,
landing pages, banners, organic and paid search, blogging and micro-blogging,
and email.
The truth is mid-market firms are more mobile, should take more risks to compete with larger brands, and should use every advantage they can. What do you think?
- Duncan Alney Facebook | Twitter | Naymz
