When times are tough it is tempting to fall back on old certainties. And there’s a lot of comfort to be found in good old common sense, as well as traditional values which seem true and absolute.
Unsurprisingly, it’s never quite that simple.
Perceptions can be deceptive
For anyone who hankers after a halcyon rural life-style, when the world seemed to be at peace, it’s worth remembering that the world now conjured up by Constable’s ‘The Haywain,’ for example, had a tough reality.
If it seems that in the past there was more time and people were more content, and that the storm clouds were only ever on the horizon, give a thought to the grindingly physical nature of daily existence for all but the privileged few, for most of history. It’s not so different today. Just compare the idealised celebrity lifestyles so visible on social media with the more complex lives most of us live day to day.
Tension is natural … and change usually turns out to be natural progression.
There has always been tension between the traditional and the new. Sometimes the ‘new’ can be revolutionary, such as with the discovery of antibiotics. Likewise ‘traditional’ does not always mean good – thankfully so, when we consider how many people once believed that the earth was flat.
It’s at times of change when these tensions are most obvious. Although many people treat change with caution, at least an equal number welcome it with open arms. Whichever your position, it can’t be ignored.
Change is opportunity
It has been the same with the way we do business. The world of commerce has changed radically in the last 30 years, thanks mainly to the Internet. Eighteen months ago we all recognised the way that the digital world permeated our lives. Little did we know quite how quickly and how much more we would become reliant on digital communication during the course of 2020.
This, in turn, has a significant impact on the way we think and act. With so much more of what we do being done online, it is easy for it to become second rate. And this is the opportunity.
Getting things right online has never been more important
When digital marketing is so important, it’s essential to do it really well. Only that way will you stand out from the crowd.
It’s impossible to over-emphasise how important this is. If your online offering lacks originality, clarity or attention to detail it will disappear into an online void.
So if you use digital marketing – in your own right or as an agency - you have to get it right.
Be creative and proactive
That means making sure you use original and creative ideas to produce something that’s technically excellent and makes people sit up and take note. Think of routine social media postings. These should be ‘routine’ only in the sense of regularity. Everything else about them should be bright and compelling.
If your postings include video or video animation (there is hardly a more powerful medium available) it needs to be done by professionals - people who understand the combined art and science of the creative process, as well as having their fingers on the pulse of digital marketing.
At this time of change, lead the way with digital marketing which really makes a mark.
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