Grant explains that in order to have really effective marketing and communications today, one has to understand the consequences of the digital and technological revolution…
In order to have really effective marketing and communications today, one has to understand the consequences of the digital and technological revolution.
There are three concepts that you really must comprehend in order to make sure that everything is truly effective.
Number one, we live in a world today where everyone has a channel. Years ago it was only TV stations, radio stations, publishing companies, record companies that had the means of distribution of information. But that is simply no longer the case. Businesses such as yourselves have websites, YouTube channels, LinkedIn pages where they’re putting out information. Similarly, individuals using platforms such as Facebook and Twitter also have their own channels. And, therefore, everybody is putting out information.
But that has serious consequences because the second thing is it makes information absolutely abundant. It is no longer just broadcasters putting things out but every single person on the planet. Everything in life has a cause and effect, and in a world of abundance of information we now live in a universe with scarcity of attention. It is harder to cut through the noise today than it has ever been.
And that brings us to rule number three. Rule number three is simply this. The customer is the channel. In other words, your customers and prospects are the best communication channel you have and, therefore, when you’re communicating with them it isn’t just broadcasting to them but inspiring them to share your content. Social sharing is the currency of digital because it is the way that we learn through these networks.
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