Digital Expiration Dates
The speed of change in digital marketing tools, SEO, global platforms is accelerating at a dizzying pace. A high-flying concept or model in 2014 might be non-existent by the end of the year primarily for two reasons. On one hand, policy changes on the part of the major players can instantly cause a strategy to tumble into oblivion merely because the playing field changes or ceases to exist. On the other hand, the easy entry and limited to non-existent barriers to entry on a global platform translate into unprecedented competition and new model introductions.
Consequently, change arrives instantaneously and an awareness of trends is essential for longevity and sustained success. Simply reviewing the social media accounts of influencers helps but the openness and global reach of the internet economy precludes mere human effort from being sufficient to truly stay ahead of the curve. We will reach or may have reached a time when we can be certain that information and advice published 6-9 months ago is nearly obsolete.