“Regardless of the changes in technology, the market for well-crafted messages will always have an audience.”
- Steve Burnett
After reading an article recently in Response Magazine entitled “App & Mortar Economy on Tap” it made me think of this quote from Steve Burnett. Burnett is a renowned computer and web expert who has written extensive documentation on operating systems. A detailed person who sees the big picture.
I thought of this quote by Steve because the article discusses the convergence of technology and the shopping habits of consumers. As more and more of us constantly make consumer purchasing decisions guided by the smart phone or tablet in our hands, we are becoming more and more influenced by how technology shapes these decisions and ultimately, our purchases. It is a cycle that undeniably is here to stay, gaining momentum and changing the way the world shops.
That is a matter of fact that all businesses must embrace. But some are not seeing the forest for the trees. They are not realizing that technology literally is commoditizing their product or service. Best Buy, anyone?
I recently had the opportunity to read about a large home service company in the south that tends to charge three to four times more than comparable competitors. The owner refuses to accept the fact that the training he was putting into his sales team could be money down the drain due to the fact that people are shopping around now more than ever… using their technology to “let their fingers do the walking”.
Sure, he was using the power of SEO and asking for online reviews, but that only gets people to notice you and call. That’s an example of thinking you are on top of the changes technology is bringing without realizing that there is a bigger, longer term consequence that if not addressed, will eventually catch up with you.
His issue is strategic and the answer lies in streamlining his operation so he can be competitive pricewise. It’s great to be the most expensive, but as soon as competitors catch up with product development or level of service (i.e. Apple and Samsung), the consequences are not going to be pretty.
Like Steve Burnett says, while technology may come and go, the brand message itself is what allows the brand to survive… but only if you see the big picture and don’t get mired down by the details.
Yank and Limey studies the market place behind our clients’ brands to gain the insights into what will make them successful now and in the future.