What will Yulan Studio’s second 11 years bring? I believe the next decade plus one simply will bring more of the same. Here’s why…
The evolution of marketing communications during my career has come in waves of innovation and change. A lot of people these days hold that the innovations, the waves of change, are coming faster than in times past, but actually, the process of change has been pretty constant for a long time now.
Mainframe computers powering remote terminals gave way to mini-computers, then to desktop PCs, which are in the process of giving way to ever more mobile computing devices. Networks went from a loose affiliation of local and national telephone networks to national fiber optic networks to corporate LANs and WANs, to an awesome Web of fiber-cable-satellite capabilities all accessible via a unified protocol. Writing and design went from typewriters and typeset machines and film and printing plates to everything from self-publishing on blogs to all digital printing processes. Change has been constant.
There are, however, occasional rogue waves that startle us with their power. The first nationwide fiber optic network (by Sprint’s predecessor United Telecom) was a rogue wave. Printer quality desktop publishing (basically QuarkXpress) was a rogue wave. An accessible Internet browser (Netscape Navigator) was a rogue wave. A powerful website design app (Dreamweaver) that non-programmers could innovate with was a rogue wave. Social media integration (Twitter + YouTube + Facebook + Blogs + Your Website) is a rogue wave.
Fortunately, these surges don’t come that often. But it’s also fortunate that they remain predictable. There will be more on a fairly regular basis. It’s also important to remember that these continual developments won’t make you obsolete as long as you pay attention and keep an open mind.
In all of this, the marketing communications goals remain the same. You have a product or a service or a message that needs to be communicated. You must figure out why someone should be interested in that product or service. Then you hire someone to help you figure out how to use the most effective “tools of the moment” to tell your story. It’s simple… but it’s not. That part hasn’t changed at all. And I really doubt that it ever will.
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