This was very stupid.
So the digirati started to talk about things that were born to live, not to die. Choosing to design experiences that could have lifespans over one single campaign or product launch. This just made sense, because it takes time and money to create gravity around any digital destination and to throw that away every quarter is just silly.
|Lightweight interaction on Facebook|
So problem solved? Everything is now born to live, right?
Just surviving the marketing roadmap and lingering on was probably a great achievement a year or two ago, but anyone can do that now. Any brand can small-talk on facebook or start their own little blog. I think the next evolution of digital marketing are things that are not only designed to live, but things that are born to kill. Experiences designed to give brands an edge against their competition. Something that not only takes into account of the strengths of the brand, but also the weaknesses of the competition.
I believe that if you're not in some sort of digital arms race, you're probably not doing it right.
Digital marketing and selling is revolutionizing every single category in the world. Just look at Domino's Pizza - a company that invested early on in digital experiences and ordering mechanics - and now is in the top ten e-tailers in US. They are constantly in a hurry to improve it's experiences and keep ahead of the competition in this area. The are killing the competition with digital.
So do yourself a favor and ask the born to kill question: "How will I use mobile and digital to kill my competition in 2013?"
Oh... And have a merry christmas.