I have been through multiple technology hypes through the years. About 30 years back when the Unix platform first came out , it was said that Mainframes will be dead soon. They are still going strong.
When the public Cloud became prevalent, there was a talk that people will no longer have their own servers. That’s way away from the truth. People are still buying servers and actually building hybrid clouds.
With the advent of mobile phones, it was predicted that landlines will no longer be needed. Your broadband connection is still via the landline.
In all these cases was that the overall market grew, with multiple technologies running in parallel. The old technologies evolved to keep pace with the new dynamics, but did not lose their inherent characteristics.
All marketers of technology based products or services need to be fleet footed to quickly adapt their offerings to the changing technology landscape .
Even the media choices keep changing – there was a time when there was Yahoo and Altavista and then there wasn’t, there was Orcutt and then there wasn’t. In social media today you have Facebook, Instagram etc. While in search engines you have Google. If your marketing plan is dependent on one specific platform then losing that platform can hurt. But if your marketing is based on strong fundamentals then you can adapt your message to different media.
Print advertising and advertising on television is still going on eventhough everyone only keeps talking about digital marketing. The fundamentals of marketing will stay irrespective of the technological hype which people create from time to time.
Till next time then.