Don’t look back. Someone may be gaining

A recent PR News-Peppercom survey of 500 communicators showed that two-thirds were concerned theyLooking
were parallel to, or behind, their competitors when it came to digital communications.

The finding is scary in a number of ways. It tells me that communicators are either unable to convince their management to make a strategic digital spend or they simply don’t care. While the latter statement may sound glib and superficial, it may also be true. I suspect there’s more than one Fortune 500 marketing executive who simply doesn’t want to worry about digital communications. He or she isn’t comfortable with the new, Web 2.0 world, finds it impossible to control and nearly impossible to explain to the C-suite. So, why not let the next shift worry about it?

If, however, the survey finding indicates an inability on the part of marketers to ‘sell’ digital to the c-suite, then I suggest a competitive audit is exactly the way to do so. Most CEOs move like greased lightning when shown clear evidence of a competitor’s strategic maneuvering. And, what better way to get Avis to move, for example, than by showing the CEO what Hertz is doing in Web 2.0?

Digital is not only a game changer that’s here to stay, it’s a game changer that can help you stay ahead of your competition.

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