Are you evolving?

If you haven’t noticed, we’re living in a time of accelerated evolution.

You remember evolution. Darwin goes sailing and ends up rocking the establishment by proposing “only the strong survive” (made into a popular song by Jerry Butler in 1968).

EVOLVING TECHNOLOGY
Physical evolutionary changes still take millennia. But technological evolution has gone from taking centuries to decades to years to months. Mobile phones are replacing laptops which replaced desktops which replaced mainframes. 3D movies are succeeding 2D movies, digital recording has made film extinct, email has almost replaced snail mail, and so on. New technology can be outmoded before it is even introduced.

Since the pace of technology is unlikely to slow at our request, it behooves us to learn how to surf the technology wave. Those who succeed will “evolve” and prosper. Those who do not will join the Neanderthals.

EVOLVING MARKETERS
Evolving marketers don’t need to master every new tool or technique. They just need to know enough about it to fit it into their marketing toolkits. Is Twitter appropriate for every business? No. But marketers need to know enough about Twitter, or Search Engine Advertising, or Foursquare, or whatever, to understand when it is appropriate.

The evolving marketer is the proverbial “jack of all trades, master of none.” Instead of mastering specific tools or techniques, this marketer concentrates on building a network of experts who can be called on to execute programs. This marketer taps opportunities to stay abreast of change, and learn the pros and cons of the options it provides. And this marketer develop the ability to analyze problems so that he or she can select the right options to provide a profitable solution.

If you feel like your marketing is living in the past, remember Your CMO has the analytic ability, up-to-date knowledge, and expert network to provide evolutionary marketing for any of your needs.