We’ve heard it before. Cheap always carries risk. You get what you pay for. In retail cheap goods we know are of lower quality and more likely to require replacement earlier. This applies to clothes, shoes as well as big screen TVs and the new Wheedle Website. But should any business put in mission-critical IT or marketing systems take the risk? Go for lowest tender, cheapest price all the time?
This is a little off topic from my usual rants, but worth telling.
One of our local clients is a 6-person HR and Recruiting company. Like me, they get a lots of emails each day. But unlike me, this email is spread across multiple staff email boxes. To date, in order to keep everyone informed of what’s happening with various projects and clients, they have to cc many client-related emails to their colleagues as well as re-save correspondence to various server folders. This is a common in most small businesses and after a while it gets very messy.
I was reminded how far behind businesses are in their thinking when I got an email from www.dukky.com this morning. This is a marketing automation developer I contacted a few years back. Their stunning cross-channel campaigns provide unbelievable response rates, often ten times the industry average!
They say that for anything new to happen, someone with the right skills needs to take charge. My 15 years in the print sector, that underwent huge technological change, taught me that any new process or software system introduced always needed an in-house champion to ensure success. It’s not often the boss, but a trusted employee. Unfortunately this seldom occurred, hence most projects failed to meet expectations and was poorly utilised, with managers and staff each blaming each other. It’s the human condition.
This rant was prompted by a recent blog from Seth Godin in the US. Seth is one of the world’s top marketing gurus and published author with a huge following. To quote: “There are just a few radio stations in each market……. Scarcity of spectrum, inflexible consumption (listen now or it’s gone forever)…” (read more)
I recall an amazing presentation at a TED conference with scientist Clifford Stoll a few years back, pondering on what the future will bring. He said, “Don’t ask a scientist or engineer about the future, ask a kindergarten teacher.” It this is true, there’s no place for printed books or magazines in the lives of the upcoming generation.
Many would have heard about technologies like QR codes and we’ve discussed them here previously. They’ve been popular in Asia for years now, with QR readers built into every phone. However there are other alternatives coming that will likely bypass QR technology. At least here in NZ. Checkout this video.
I recently came across a small business entrepreneur Andrew Lock. This guy is making a fortune on ebay and gained a high profile in the US. He starts with the premise that conventional marketing is dead and a waste of money. Any small business still using it won’t be around too long.
I’m on a lot of mailing lists. One very interesting newsletter arrived recently from Lyris, an innovative email marketing provider in the US. The topic was very new. Tri-messaging, being an integrated blend of email, mobile and social media communications. To use their description:
If you’re in sales, getting clients to make a decision can be frustrating. We’ve shown them the features, huge benefits and have a stunning deal – An amazing ROI too that screams out for action and quick implementation. After all, we can make (or save them) loads of money – Yet they do nothing…