SMX Toronto: The Titanic and Digital Marketing

By Sarah Lokitis | Apr 25, 2012
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TitanicHello from Canada! This is my first trip to Canada, not counting the airport, and minus the winter-like conditions, it is great! SMX Toronto kicks off with a keynote address by Gord Hotchkiss, SVP Mediative, who is one of Canada’s most well-known search marketers. Hotchkiss’ timely speech titled, “The Seventh Iceberg” will tackle a comparison between digital marketers and the Titanic. In search engine marketing, we have to be prepared for constant changes that are out of our control. If we can’t deal with them or aren’t prepared for them, will we sink?

Hotchkiss hypothesizes that right now we are in the biggest K-Wave (Kondratiev Wave) we have ever been through in the digital economy. In the last 10 years, 50% of the companies that were on the Fortune 500 ten years ago no longer exist. The marketplace will deconstruct itself and there will be a change in power based on who can be flexible and survive.

If you are a digital marketer, the reason your life is stressful if you work at a big company is that you are caught between change and past stability. He urges you that you will need to have the courage to be risky.

The Titanic hit the 7th iceberg they were warned about. If we, digital marketers, were traveling through waters and were warned 6 times without reacting or slowing down, are we misjudging the severity of conditions?

“In such periods, institutions face a chaotic and unaccustomed situation, which requires much deeper changes than the greater majority of their leaders and members had ever experienced.”

Do you think just because it is a big company you are invulnerable? With the landscape the way it is today, the “big ships” are still capable of sinking. Big companies can fail, just as quickly as small companies. I will note: Hotchkiss did warn the big company representatives at the conference they might get stressed during his speech before he started speaking.

Hotchkiss urges people to be leaders and take risks. The odds aren’t in your favor, so create success based on your own standards and don’t get hung up on little things.

What do you think? How do you think we should be preparing for changes in the digital landscape and marketplace conditions? Let me know what you think and stay tuned for more from SMX Toronto!

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