The What's Up Interactive staff shares ideas and breaks down the latest development in marketing and technology.


The World is Changing, and Strategies Need to Adapt

Malenka Warner

February 20, 2013

As a parent of two young children, I often receive this advice from other parents: As soon as you think you have it figured out, kids change and challenge you in different ways. So true.

This video from Eddie Obeng at a TED event helps illustrate how the changes we see in children is only beginning to address how fast the world is changing right now. Especially the technical and digital spaces in which we live.

Just in the past 30 days we are seeing big changes in how our clients connect with their audiences:

  • Mobile audiences have surpassed the desktop/laptop audience.
  • Clients who were traditionally in the BtoB space are realizing the importance of reaching the consumer.
  • Clients are addressing how search and mobile traffic impact the customer experience.

What I love about Eddie’s presentation is that it brings home the point of developing strategies that embrace change. Companies and organizations must adopt this practice to remain competitive.

Do your projects account for change management? If the project doesn’t go live for 6 to 12 months down the road, and it’s based on traffic patterns from 6 months prior, your entire audience could change in that time frame.

As marketers, we need to be where the puck will be, not where it was.