Digital Marketing Lesson from the Dinosaur

By Teresa Mulomi

We have all heard the great yet very tragic story of the mighty dinosaur. Once upon a time, exactly 66 million years from today, lived a gigantic , wildly ferocious but highly magnificent animal that reigned over the world.

The ground shook with every step it took.  It’s dagger like teeth could rip through flesh effortlessly. It’s roar reverberated throughout the land and shook even the bravest of lions. It’s flaring nostrils let out loud, heavy breaths.  Depending on what book you read, it was also known to spit out fire and ravaged the lands with its flames. It was the dinosaur: mighty, savage and unforgettable.

But that was once upon a time. Now, the dinosaur is extinct. A hero and superstar of long gone pre-historic days.

In comes, the chameleon. Not so mighty, not so great and not so memorable .  The chameleon is simply a master of camouflage: always changing it’s color to blend in, disguise and hide from predators.

Even though the chameleon pales in comparison to the dinosaur, the biggest difference is that the chameleon still exists and thrives today whilst the dinosaur is an extinct species.

So, have you carved out a plan to ensure your business thrives like the chameleon or are you headed for extinction like the mighty dinosaur? One of the ways to ensure your business is not just a “once upon a time story” is to adapt to the rapidly evolving marketing landscape and embrace digital marketing to engage, promote and sell your company.

Even though marketing principles have not changed, the way of doing marketing has. Marketing has become smarter and is now prominently online. Unlike a few years ago when you had to pay hefty sums to market on TV or radio to promote to a generic audience, the advent of digital marketing has made it easier for any business to get in front of their audiences daily through highly targeted and engaging marketing approaches at very low cost points.

The way customers purchase products and services has also changed. Unlike the traditional brick and mortar purchase model where customer used to walk a block or window-shop in order to buy a products, customers are now first searching a product or service online before making a purchase. If you have not established your presence online where the customers first go, your business could be on the road to extinction.

Additionally, digital and social marketing deliver very detailed analytics to help your business keep track and measure conversion rates on specific business metrics. You are able to understand how and where your customers find you, their purchase behavior and even know how they perceive your business through the testimonials they provide online. This is a big difference from traditional marketing where business had monologues with customers with little knowledge or understanding of their audience needs and preferences.

Digital marketing is the way for businesses to stay relevant today. It is not only cheaper but it takes you to where your consumers are hence enabling you to facilitate dialogue with your targeted audience, earn their trust and build your brand reputation for better revenues and conversions.

Digital marketing is not a passing façade. It is here to stay. So, you can either chose to be a chameleon-adapt, embrace and change in order to thrive and remain relevant. Or you can go the way of the dinosaur and become a “once upon a time” business.

Don’t let your business flame out like the dinosaur.  To ensure your business rules like the dinosaur and thrives like the chameleon, enroll for our next digital marketing class in September here.