Last week, a post on iMedia Connection with the incindiary headline “Why Twitter Will Soon Become Obsolete” , caused a bit of a stir. Jason Clark, a creative director at VIA Studio, made a rather compelling argument that despite the hype surrounding this platform, people shouldn’t consider it a final destination as a social network. Referencing the constant stream of new platforms that have sprung up on the net these past twenty five years, Clark argues that all have been social networks of one form or another, from the late 70’s bulletin boards and usenet groups, to the rise of email in the 80’s and then the increasingly rapid iterations and adoption of blogging and AIM to the more contemporary platforms like Friendster which begat MySpace and eventually Facebook, along with all the recent graphic networks like Flickr, YouTube and Vimeo. The only constant throughout has been change; as soon as one platform captures the attention of a large group, a technology and needs-driven iteration develops and if it proves useful, the herd quickly adopts it as well. Or more depressingly, once the signal-to-noise ratio becomes unbearable with marketers spamming the platform and chooching up the interface, people look for something new. He points to Google’s Wave as a potential next destination.
Despite the pugnacious headline, Clark’s argument makes fundamental sense, even as iMedia simultaneously posted a story on how Nielsen measured Twitter’s user base growth at an astounding 1444% this past year: as of May, 18.2 million accounts had registered on the service. Marketers now must evolve their tactics to keep up with internet time, creating an uncomfortable cycle of constant reinvention to keep pace with engaged audiences.
Our business challenge now is to sustain a constant sprint, to keep tabs on critical consumer markets that migrate with quicksilver speed in a constant movable feast. This is the phenomenon guest blogger Tim Mauery wrote about this past Tuesday: today, Fastest/Smartest wins.
The trick however, is keeping an eye on the one marketing goal that never changes: building client brands. You can lose hours of the workday, surfing the web and social ‘NOTworking’ under the pretense of understanding the market. But the business of brand building has also become more time consuming, particularly today when the participatory Web 2.0 has essentially provided consumer opinion with a mass distribution channel.
Brands are opinions, and we need to continually shape, steer and improve those opinions with clever, strategic engagement across more consumer touchpoints than ever. Against our shrinking timeframes, picking which touchpoints to engage given finite marketing dollars will decide who soars and who stumbles.
If anyone has any tips on doing that successfully, the comment board is open.
By Dennis Ryan, CCO, Element 79