Two weeks ago the product marketing director at my company made a comment that echoed around in my head ever since. We were in a conversation about how to increase the effectiveness of our online sales resource.
I suggested a couple of alternatives and then there was a silent moment. He finally asked, “Why not anything and everything?”
I didn’t have a good answer. He was right. Why not anything and everything?
The adoption rate for social media and the Internet of things isn’t the same across the marketplace, generations or the corporate hierarchy. If we just look to ‘modern’ means to reach people, we’ll miss those who either aren’t on board or don’t find inspiration online.
We need to constantly try new ways but don’t abandon the old until we’re sure the effectiveness doesn’t ‘measure up’. That means always testing for what makes sense and doesn’t. I can do that.
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Chris,
This is a issue we discuss quite a bit internally, too, and I lean towards the position where you guys ended up. You can’t always abandon the old ways completely in lieu of the new ways in any approach.
What we wrestle with (and I’m assuming others do, as well) is the research issue. How do you apply resources to still manage the old, while at the same time testing the new?
Efficiency is always a great fallback, but the question is deeper. It isn’t the same skillset or approach needed to guard a Castle that is also effective and discovering new lands. One is an army, one is a navy.
Thoughts?
-Ron