Computer, Internet and Social Media are NOT a Must

Hyroglyphs,
originally uploaded by dangerouspenguin.

Disclosure: I am a HUGE fan of social media, the internet, web sites and all versions of communication tools. But that doesn't mean that they are always the hammer to your nail of a marketing strategy.

A story : When I first started in corporate marketing I was part of the "Annual Report" team.  I remember being in the office when the ad agency brought in several cover design options for the annual report.  You need to know that our company was primarily a manufacturer of pharmaceutical packaging products.  Our shareholders were mostly mature investors.  So, I'm looking at all the designs and my eye falls on this really – really cool all white raised shaped design.  It was just gorgeous – I thought.  That's when the communications manager picked something more traditional, more – well – pedestrian as the design.  I asked why she picked that one – when we all liked this cool white design.  She quickly responded "It's not about what WE like.  It's about what the AUDIENCE wants to see."

The Lesson: It doesn't matter what I like – it's what works that counts.  What works is what your audience wants and needs to see in order to choose you – in order to feel good about choosing you – every day.

What to do with that:

1. How do YOU feel about technology?  Does today's technology turn up the volume on your strength?  Does it increase the value of your offer or does it take away from the value of your offer?  If you don't like technology and you have good reason for it – then you don't have to jump on the marketing, social media bandwagon. 
2. Who is your ideal, target customer?  Do these individuals like technology?  Does using technology make their lives easier or more difficult?  Think about how these people go through their day – will using technology make buying your product or choosing your service easier?  Could using technology improve their experience with you and your organization?
3. Seriously consider this as an option – BEFORE you choose against it.   In what ways COULD using technology make it easier for them to choose you or do business with you? If everyone around you is doing it – you need to seriously consider it – but you DON'T have to choose it.
4. What will you do instead?  Making the choice AGAINST using technology as a primary communication or marketing strategy is bold today.  Making that decision can seriously differentiate you – if its' done well.  What will you do INSTEAD? 

Technology is not always the right marketing strategy.  If you promise a killer experience – you can use the lack of ubiquitous on-line presence as a real differentiator.  There are millions of people out there who eschew all things computer-based and may be willing to pay a premium for the  value of being non-connected.