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Tuesday, 17 January 2012

Keeping Pace with change

I found it amazing to watch Richard Branson's latest launch.

The time, effort and people skills needed to create this 3 mins and 26 seconds of wonder is undeniable and the wow factor created, reinforces the brand as forward thinking and innovative.

My children (7, 5 and 2 years respectively), were under whelmed. In their world the iphone has always existed. Their entire lives are on a hard drive. Their minds are wide open and everything is possible. Does this make it harder or easier to grab their attention? What kind of consumers are we raising and how can we keep them interested?

I think the answer lies in three little words
- Anticipated
- Personal
- Relevant

Those of you who follow Seth Godin might recognise these terms from 'Permission Marketing' published in 1999. I'd urge you to read it if you haven't already Thirteen years on it's comforting to find that while technology seems to evolve daily, human nature takes longer to catch up.

Stop worrying about which social media platform to master next and instead think about
- what you have to say
- who you're going to say it to
- when they need to hear it
- why they'll bother to listen 

Small businesses only need to keep pace with the changes that are important to their customers. Build your marketing around what's in it for them and you'll have a loyal audience no matter how or where they find you.

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