What Will You Do When Everything Changes?

What will you do when people stop using text to input and receive information from the Internet? How will you deliver information to people who can’t read beyond a fourth grade level? How will you collaborate at the office together?

You may think it’s far-fetched to ask these things; however, we can be certain that media technologies will evolve. In fact, media evolves quicker with each passing decade. When those changes occur, the way people interact evolves, too.

Just think about the way smartphones have changed our lives, both at work and at home. Phones have brought our jobs home, creating new concerns about being on the clock 24/7 and work/life balance.

Instead of calling a woman or man of romantic interest to ask them out, we text them. Worse, we also break up with them via text (By the way, I still don’t get this. As an older man, ending a relationship via text seems like a cowardly thing to do).

images

Generally speaking, the smartphone has already begun to erode traditional literacy. With texts, emoticons, and a new reliance on visual media, we are seeing a rapid transformation in the way people are consuming information.

The Medium Always Transforms

OLYMPUS DIGITAL CAMERA
OLYMPUS DIGITAL CAMERA

You know how I feel about social network specific-strategies. In a literal sense the “message is the medium” approach to marketing is a failure waiting to happen. Marshall Mcluhan was right, though, at least in the sense that media is transformative. It changes the very fabric of our lives.

Said Mcluhan, “Each medium, independent of the content it mediates, has its own intrinsic effects which are its unique message. The message of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.”

As the Internet progresses it affects every kind of related media, from email to video. It changes the very way we interact, learn, and progress. It is inevitable that this transformative change will continue, and it will do so with more and more speed.

In turn the need to evolve our skill sets at work and at home will increase. At a minimum, media evolution will bring periodic disruptive changes that demand quick evolution. To deny this impact is to deny everything that’s happened to our world since the Internet took the consumer world by storm in the nineties.

The question isn’t what will change. Instead the question is what will you do when it happens? Will you be flexible and open to change? Will you evolve? Or will you suffer the pain and consequences of entrenched thinking and denial?

The Medium Is the Method

Say what you will about Marshall McLuhan and the timeless media theory debate he inspired, “The medium is the message.” If you read his work, you come to appreciate how much he anticipated, from the destruction of privacy to the dramatic impact that electronic media change inspires.

While I believe a brand experience transcends any singular medium, I do believe the ability to navigate media change marks the successful communicator. Stasis in tactical approach is the fastest way to make oneself irrelevant. Communicators need to adapt methods to rapidly evolving media.

The medium becomes the method. At a minimum it defines the tactical approach.

Consider the mass scurry that occurs everytime Google alters its algorithm or Facebook changes its interface. Communicators across the Internet write posts telling peers and clients What It Means. Media change defines the communicator’s approach. On a larger scale, those channels must evolve frequently to remain prescient in the face of fast moving trends, such as integrating contextual data, visual media consumption, widespread spamming based on their systems, and more.

Worked Over By Media

14298098990_f6feae2257_k

McLuhan said that “all media work us over completely.” He meant from a sociological perspective. Media defines our behavior, from consumption to interaction. Technology evolution defines the medium itself, forcing networks and traditional media to evolve or perish.

Doubt me? Go to your favorite restaurant and leave your phone in the car. Then watch everyone else use their phones. They ignore their dinner mates, or share conversation points with them, or even take a selfie (mates are optional). The smartphone defines our experience, both at the physical level as well as how we present our experience online (true or false).

Consider how integral social has become to TV’s existance. Yesterday’s True Blood season premier was promoted with a preceding social TV marathon. Those social media updates usually occur on mobile phones and tablets while people watch the show.

Keep in mind the iPhone was first introduced to the market in 2007. Android entered our worlds one year later. In January, 2014 66.8 percent of Americans owned a smartphone, according to Comscore. Thorough society-wide changes occured in less than a decade.

The Media Debate

14264520918_f2a2c4f560_k (1)

Last week I added my voice to the on and off again debate of whether (independent) blogging is dying. It was the first time I outright said that blogging is probably not a smart primary tactic for a significant group of companies.

Why say that? Online media has changed in the past 10 years. The difficulties and slow rewards of daily blog production in the face of other content creation options makes blogging less attractive in my mind. I would weigh other tactics first.

The discussion spawned here by the movement towards visual literacy saw some severe reactions defending text-based communications. Certainly text will not disappear, but I do beleive it will become a secondary form of content presentation as evidenced by significant trends. It’s not that photos are becoming dominant, it’s that people increasingly prefer video, photos, graphics, podcasts, etc. over text. That trend will only increase as more content is created and mobility continues to dominate Internet access.

Even discussions like this written post are becoming more of a niche form with every passing year. There will always be some who prefer to weigh their thoughts through the written word. But like the senior executive who doesn’t understand how to integrate travel itineraries onto their smartphone, we will be surpassed by the media change. Unless we adapt to the medium.

The medium is the method. We have no choice but to change or become irrelevent.