Insight to the evolution of SMB marketing
“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”
Although Charles Darwin never said it, this one liner helps us sum up the theory presented in Origin of Species. Perhaps you are more familiar with the below image in relation to Darwin’s theory of the evolution of man.
His study and publications were so ground breaking that when referencing evolution you will often hear the term Darwinism, either reflecting upon his works or the beliefs in evolution. Over a century later Brian Solis uses Darwin’s work as a metaphor to help describe the phenomenon occurring when the rate of change in technology and society are faster than organisations can adapt.
Solis describes Digital Darwinism as one of the greatest threats to all businesses in almost every industry.
“Digital Darwinism is the evolution of consumer behaviour when society and technology evolve faster than the ability to adapt.” (Solis, 2014)
Brian Solis’s original articles are more focused on larger organisations which needed to adapt to new technologies and systems to stay competitive, rather than small and medium businesses.
As Solis borrowed from Darwin and coined the term Digital Darwinism to help describe organisational adaptation; I am using Digital Darwinism to help explain the importance of an evolving marketing strategy for small and medium businesses to stay competitive.
To borrow one more line from Solis; businesses not only have to compete for today but also for the unforeseeable future. (Solis, 2014)
We are living in an amazing time in human history. It was not so long ago when it was mind blowing that we had the ability to dial numbers and talk to anyone in the world on a landline. Every business had a phone number and being found in the Yellow Pages was the greatest marketing strategy for local businesses.
Then came the World Wide Web and businesses also needed an email.
As search engines improved, the global population started to use it to find products and services. To compete in the global market every business needed a website.
As the web started to become a trusted source of information gathering and businesses started searching for a way to appear first on a search SEO (search engine optimisation) strategies became a must.
Image sharing forums and chatrooms matured into social media. This is where people can like and follow things that they find appealing and algorithms circle information to help them expand their ‘like’ bubble. Savvy organisations use social media to connect their businesses to ideal audiences.
Every year computers are getting faster and smaller. Today most of the developed world has a smart phone in their pocket that enables them to connect to the world by countless methods. Not to mention we are in the midst of developing augmented and virtual reality. Pokemon Go is just a teaser of how crazy things can get!
Solis’s answer to Digital Darwinism is digital transformation.
However, for small and medium businesses it is important to keep up with technological changes in regards to marketing and to ensure that your business is appealing to your forever evolving audience. Adapt with new marketing strategies and become the online leader in your niche. You will soon see that ‘change’ is a revolving door of endless opportunity.
Quick Guideline (to help you evolve)
Phone numbers are still one of the fastest ways for customers to get in contact. Be sure your ideal customer can find it on business cards, online directories, website and social media.
Emails are great for thought-out correspondence. Everyone has an email and no one is afraid to send their feed back. Be sure to check and respond every 24hours.
Webs sites have never been easier to create. Customers judge a business on its online representation and websites are as important as a menu is to a restaurant. Make sure it has a clear representation of products/services and is easy to use.
> Social Media
There are numerous social media platforms. It is best to focus on being a leader on one or two platforms that your ideal customers use. Be consistent and publish engaging posts a couple of time per week. The more content you publish the greater your SEO will be.
Solis, B. (2014). Digital Darwinism: Disruptive Technology Changing Business Good. hppts://www.wired.com/insights/2014/04/digital-darwinism-disruptive-technology-changing-business-good/
Solis, B. (2014). Digital Transformation And The Race Against Digital Darwinism. hppts://www.prophet.com/thinking/2014/09/digital-transformation-and-the-race-against-digital-darwinism/