Modern marketing: are you a leader or a follower?

Aug 25, 2016
Content Marketing

We are going through massive disruption in the media world. From my perspective there has never been a more exciting time to be involved in this space.

Traditional media is under threat. Newspapers are laying off teams of journalists, advertisers are reallocating budgets and the paying customer has found an alternative – free online news, anytime and anywhere. 

Television is also under threat.  Viewers can compile and watch what they want, when they want it and on the device they prefer to watch it on. If we want to watch a whole series, we can; binge watching is now a phrase we all know and probably do on a fairly regular basis. And radio is changing too. I’ve been working in radio for over 20 years and I never thought it would be under threat, but it is. Technology allows us to listen to whatever we so desire and program our own audio via podcasts and music streaming services.  

Given this disruption, the same can be said for how companies and individuals can communicate effectively today. Let me say straight up – what used to work probably doesn’t work today. If you carry on spending your budgets the way you used to, you’ll more than likely be pouring money down the drain.

Much of my time is spent talking about new opportunities for companies and individuals to embrace. When I started Lush TV nearly nine years ago, my job was to convince companies that video was something they should be considering. The iPhone was about to come out, the iPad wasn’t conceived and watching videos online was a clunky experience. But it’s all changed so rapidly. I’m even more convinced now about the aspect of leaders and followers. In all my meetings back then I said to them, ‘This will happen. You will one day embrace video but if you’re not ready now, then wait, watch and follow.’

Thankfully many companies took the plunge early. These leaders showed what could be done. I’ll never forget some of the feedback we had from companies that embraced this new short, sharp, sophisticated approach to video. The same is happening today, and again, I’m coming across leaders and followers. When I talk about what and how companies can communicate more effectively, I encounter those that literally have a sparkle in the eye from the outset. They know this is the future. They know they want to lead the way and gain first-to-market advantage. Then there are those that look dazed, confused, unsettled – hankering for a past world they know and trust. These are the followers that will have to acknowledge they had a chance to be brave and bold but stayed safe and got left behind.

In closing, here are my top 10 tips for any business looking to succeed in an ever-changing media landscape:

For more tips on how to find your story, listen in:

Are you ready to become a marketing leader?

If you want advice on how to navigate the world of modern marketing, why not come in for a chat? Our team at Lush has decades of experience in traditional media and understand explicitly how to help brands embark on their own publishing and broadcasting projects. We’d love to hear your stories.