I have several clients that are in the middle of trying to embrace the New Rules of Marketing … different mixes of blogs, online news releases, online article posting, social networking, etc…. Not unexpectedly, they are each struggling in different ways with this paradigm shift…. My prediction is that only one will truly be “successful” in the next 12 months.
Today, Seth writes:
Organizations don…t fail because the Web and the New Marketing don…t work. They fail because the Web and the New Marketing work only when applied to the right organization. New Media makes a promise to the consumer. If the organization is unable to keep that promise, then it fails.
Hear, hear! So, WHAT is “the right organization”, you may ask?… The right organization (the one that will succeed) is one that has the moxie to fully and completely embrace the paradigm shift…. One that is willing to chuck the old and adopt the new…. One that says “DASH the old way of advertising” and re-invents itself using the new rules…. One who pushes their way through the Dip (using another Godin-ism) and finds itself in the brighter greener pastures of the New Media.
If your organization can’t take this bold approach with such vigor, there is a strong possibility that the effort would be for naught and that you aren’t “the right company.”