Evolution, it is always present. When we think of evolution, we think how nature adapts to it’s enviroment. It (hardly) ever crosses our mind that companies should evolve too! what do I mean by this? Well, actually, it is simple.
We live in an age where, by now, the internet, social media, smartphones and tablet are such a big part of our lives, that we cannot be without it. They are a such a big part of our daily life, for most of the things we do we always chDeck our iPhones (or Android device). E.g. what is the first thing you do when you wake up or tha last thing you do when you go top sleep? Right, most of you would answer: “checking Facebook, Twitter,Instagram” etc. It has almost become second nature, and these are just a few examples of how we use our “phone”. We also use to look up products online, compare one shop to another and if the online store doesn’t load fast enough or doesn’t look trust worthy or our “friends” have bad things to say about it, we don’d even take the time to look. All these things influence us in our decisions on what to “like”, who to “follow” or where to buy online.
And this is where companies and their digital evolution come in, or as Brian Solis likes to call it, “Digital Darwinism”. What is Digital Darwinism? It is “the evolution of consumer behavior when society and technology evolve faster than the ability to exploit it”. ( source Brian Solis: The End of business as Usual). This is what is happening at the moment to loads of businesses all over the world. They can’t keep up or “think we lasted a long time before the internet and social media, our customer will keep coming“. Yes this could be true, but in general they will eventually will have to make use of other chanels besides the local newspaper in which they have a recurring ad. If the do not, then it is most likely that such business will eventually won’t last. Companies like Blockbuster thought this way, and they were a large company, and didn’t make it. They were surpassed by companies who offered the same films via Video On Demand (VOD), iTunes and pirate sites.
In the Netherlands Netflix will soon be available, this means that the big networks in the Netherlands, who offer movies or series through VOD, have to change their strategy. Why pay more on their sites, when you can pay €8,00 euro’s per month and get al you can watch. Easy answer I would say. It not a question of should they evlove, but they to evolve to keep up ( in this ever becoming faster world).
These are just some examples of how companies should keep up in the digital era. To evlove or not. To make use of all the tools which are are there, or to keep going about your busines as always is being done. There is choice, but which to make is up the companies facing that decision. These are things a marketeer should think about when they get their budget, for you can only spend that euro/dollar once.