Here’s something you may have noticed lately: Marketing is changing drastically and, unless you are really, really out of touch, you likely have been affected.

The landscape of how people are interacting with each other is furiously becoming more timely and widespread and many businesses are trying to capitalize by adopting the new wave of marketing techniques and communication tactics.

The problem is that many businesses are trying to solve the wrong problem: “How do we use new media to sell the stuff we’ve already been selling, but better?”. To which the answer is often using new media features to add more show and flair to same product they’ve been selling all along. But if marketing is at the core of every organization and marketing is drastically changing, then the structure of the organizations as a whole should be drastically changing, not just the marketing itself.

Innovation, social interaction, communication, product evolution, stories, imagination and choice are all elements that define the marketing transformation that really encompasses today’s audience’s need for engagement and interaction. But while the marketing may intrigue the audience, if the infrastructure of the business that the marketing is built on doesn’t support the same progressive concepts, any success will be short-term.

Many businesses are trying to solve the wrong problem: “How do we use new media to sell the stuff we’ve already been selling, but better?”. The real question businesses should be asking is “How do we use new media to become a company people want to do business with tomorrow?”.

 
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