![]() Marketing is the same way, as people are simply leaning back. Once they get help, they learn that leaning forward is the solution to their falling problems. Because of this mentality, they will try and lean back while snowboarding, which will lead them to fall. ![]() Many people who come from a skateboarding or surfing background and then try to snowboard will think that these are very similar activities. “If you don’t push forward, more people will push back,” said Solis, describing a snowboarding analogy that he found applicable to marketing and the modern business. This type of mentality tends to stunt progress within an organization, and can limit the future growth of a business. Solis noted that this concept shouldn’t apply to modern marketing, and because it currently does, marketing will always be viewed as a silo instead of part of the overall business. Part of the reason that people can’t get executives to sign on to the importance of social media campaigns and new technology is that issues like ROI still come up in these conversations. He added that they often focus on the features and specs of the specific products without understanding the benefits. “Clients didn’t understand technology, despite spending millions of dollars on it,” said the marketing visionary. Solis noted that many times strategists talk about technology without having any idea what it actually did or how it affected the business. The challenge, however, is getting the decision-makers at your given enterprise to sign on to campaigns that are focused on digital pushes and online consumer habits. The rapid progression of technology – both in society and business – provides numerous opportunities for marketers and social entrepreneurs. Taking advantage of the digital marketing boom His experiences have given him significant cloud in the industry, and in his speech he sought to impart some of his wisdom to business leaders who want to survive and thrive in the modern tech-laden world. As the host of the conference, she wound the audience up for the second day of talks, and introduced the well-known keynote for Tuesday, Brian Solis.Īs the author of “What’s the Future of Business,” and a principal analyst at the Altimeter Group, Brian Solis is a thought leader in the world of digital marketing. The second day of the Social Shake-Up conference in Atlanta, Georgia, began with another empowering speech from Robin Carey, the CEO of Social Media Today.
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