Web storage and bandwidth are cheap. The tools for creating a dynamic online presence are easier than ever to use. Updating a Facebook profile or website takes seconds and can be done from virtually anywhere using a smartphone. Everything is disposable – so it’s no big deal to create a web presence specifically for a purpose that has a short shelf life and then move on.
That means you can leap on opportunities to expand your business (whatever it is) as quickly as they arise.
That occurred to me as I ran across a site for custom pedestals crafted by specifically for Artprize by Doug Vandergalien. I don’t know Doug, and I don’t know how long the site has been in operation, but it’s likely something that popped up very quickly and in response to the demand created by Grand Rapids “Artprize” competition.
It’s the same principle behind food vendors with carts; where a restaurant is bound to its geographic location to find demand (and must be proactive in how it selects that spot) – mobile vendors can go directly to the demand (reacting to where the demand congregates).
Can your organization, whatever it may be, be built in a way that can nimbly respond to new opportunities as quickly as they present themselves? If you manufacture boats, can you retool to manufacture wind turbines?
If so – you can get your message out there more readily than ever. In the ruthless meritocracy that the Internet-driven economy has become, a good product and simple message are all you need to reach your audience – and at very little expense.
Another Artprize anecdote: I’ve befriended a couple of really talented Grand Rapidians – Derek Maxfield and Randy Finch of Ice Sculptures, Ltd. One can’t help but love their work and their ethos – so my better half and I offered to help them promote their Artprize entry – a sculpture titled “Frozen in Motion.” A meeting over dinner, a few emails, and I was able to build a site for them (www.frozenartprize.com) in a few hours (and for less than $50):
Too many resources are sucked up by the process of designing and re-designing our websites. We’re wasting valuable time poring over navigation, color palettes and spiffy Flash animation.
None of those aesthetic flourishes matter for a great many of the people who actually visit the site, because they do it through aggregators or on mobile devices:
PRSA Tactics had a brief (“Survey: Blacks, Hispanics are Most Active on Mobile web” by Kyra Auffermann) in the “Diversity Dimensions” section that cited Pew Research Center numbers that reinforce the case for everyone (but especially higher ed institutions given the dramatic increase in minority enrollment during this economic downturn) to do more to invest in making information and services available to the mobile web.
Among the findings (which continue to show that mobile phones are the primary connection of minorities to the web):
- Rate of Cell Phone Ownership:
- African Americans & English-Speaking Hispanics: 87%
- Whites: 80%
- Rate of Wireless Internet Use:
- African Americans & English-Speaking Hispanics: 46%/51%
- Whites: 33%
The days of establishing a hub and forcing people to make a pilgimage to it are in the past. The new dynamic is reaching people where they are, on their terms. Increasingly that is on social networking platforms, and increasingly that is mobile.
"...and you shall have no pie."As my parents tell it, when I was an infant my first word wasn't a word - it was an entire sentence. Very little has changed.
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