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.