Leading A Digital Strategy When No One Follows

When fax machines first came along a customer suggested our firm have one installed. The president’s first reaction was, “what for, so we can get orders in faster?” Yeah! As a matter of fact, when the customer says I want you to have my order in the fastest most direct way, you probably should do it.

Established businesses typically are the last to adopt new technologies, instead waiting until the advances become more accepted and their ability to lower transactional or promotional costs is proven.

This natural resistance to change has put many a business on the road to obsolescence simply by depending too heavily on, “we always did it this way.” Their insular strategies that may have worked over the years could easily be sputtering now, and their opportunity to gain first mover’s advantages from new technologies could very well be lost.

Digital media is a great example of how resistance to change in established businesses’ has led to financial hardship.

Consider the case of a small specialty manufacturing business that makes little parts for cosmetics products. When social media first gained acceptance as a business communication platform, they determined that their customers would not be seeking product information or solutions to production challenges online.

Shortly thereafter, the daughter of one of the partners joined the company’s production department. She discovered several online communities where engineers were discussing plastic parts that were sticking in their molds and found one instance where a purchasing manager was desperate for a part she could make immediately. After discussing this directly with the forum member, she found the individual had purchased from their company in the past. This buyer, she discovered had doubted that her company could use the particular plastic they needed, and turned to the Internet for purchasing advice.

Today, their marketing system depends heavily on the Internet to generate leads. When asked what the most challenging factor to adopting digital marketing was the daughter explained, “my father told me that this stuff can’t work here. We call our customers on a regular schedule and they tell us what they need. What do you think the sales force does all day?”

If your business is in a traditional industry it is your duty to challenge company norms in order to refine your marketing infrastructure and drive your business forward. If you have yet to bite the golden apple by integrating digital marketing and social media into the mix this is a great way to get started enhancing your marketing system. Next year it may be digital point of sales, mobile marketing or other innovative technologies that will transform your business or those of your competitors.