Emerging technologies present huge opportunities to distinguish our businesses while marginalizing those who fail to embrace them.
New technologies bring both benefits and challenges to marketing communications. Services that small businesses previously considered “big-ticket” items are being commoditized, making them more accessible and affordable than ever before.
Everything from AI and Canva, to DIY website builders and task automation, has widened the pool of available technology to a larger and, to some extent, less-sophisticated user base. Today, more and more small businesses are employing tools and tactics that they previously considered unattainable due to the costs or learning curves associated with them.
That’s the good news.
But, as the saying goes, “The more things change, the more they remain the same.” One risk that comes with these commoditized platforms and services is that they tend to bring contentment to those who feel they finally have something “good enough” to get by. Unfortunately, the reality is that it’s “good enough” only if their competitors feel the same way. And chances are they don’t. And the bottom line is that great brands are not built on “good enough.”
That’s the not-so-good news.
While this wealth of technology is great for businesses in many ways, it mostly just raises the playing field. Tools and apps are still no replacement for talent, experience, and best practices. Businesses still face the same challenges of leveraging what makes them great, using it to distinguish themselves against their competitors, and finding the channels through which they can reach their prospects. For the most part, only the mechanisms have changed. The need for strategic and creative communications is now amplified more than ever before. And it remains the difference-maker.
For example, the advent of open-source web site platforms, like WordPress and Joomla, has been extremely beneficial to small businesses. These platforms have fostered a robust development community and brought convenience and access to less-tech-savvy users. However, the flip side is that more and more competitors are also using these new tools. And, while it’s nice to be able to check off a spanking-new website from that “to do” list, businesses now need to get more creative and take further steps to avoid the sameness that comes with pre-designed templates and AI-generated messaging and images. The bar is still there, but it’s a bit higher.
Those who can harness new technology without losing sight of the basics, like branding and positioning, will be poised for greater success than those who find contentment with what they consider, “good enough.” Contentment leads to complacency, which undermines growth.
There’s no reason to be intimidated. Constant change also brings with it huge opportunities. New technologies keep all of us on our collective toes, makes us more aware of our competitors, and presents more ways to make our marks than ever before. Moreover, it marginalizes those who fail to embrace them.
Despite all of this change, one remaining constant is that it’s still vital for businesses to maintain a team of experts to help them navigate those opportunities and stay along the competitive arc. You’re still only as good as the company you keep. So, embrace the continual change. And, instead of trying to be “good enough,” find ways to be your best.
Your brand can be anything you want it to be.
Let’s talk about what makes you great and why it matters. We want to help you take your best shot at cutting through the noise and being your best.
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