Ernest Barbaric recognizes trends and changes. “In Calgary,” he explains, “We haven’t had marketing conferences. It’s nice to have a grass roots initiative like SocialWest.” Being connected with Calgary social media guru Mike Morrison of @MikesBloggity has put Barbaric once again in the speaker’s spotlight for the sold-out event.
Founder of the Social Media for Business certificate program at Mount Royal University Continuing Education, Barbaric notices that there’s a change of behaviour happening (literally) under our noses. People are constantly connected to their digital devices. His presentation, “Trends that are defining digital marketing in 2016 and beyond” on June 16th at 11am sets out to identify and explain this shift and how it affects the way businesses and individuals communicate.
“This connectivity is changing our priorities,” Barbaric suggests. “If you have a phone and it’s not connected to wifi, there’s a sense of loneliness even in areas where there are other people.” Recognizing how most have adopted this perpetual dependency on digital technology, he offers, “People would rather have someone steal their wallet instead of their phone.”
This not only changes the way people speak to people, but also drastically affects how businesses and other organizations or brands speak to people, which is why his SocialWest audience is there. “There’s a movement towards social becoming a media buying platform.” he says, “There’s more focus on paid (advertising) and a big rise in automation.” This affects the role-responsibility of a traditional marketing team for any organization. “As things progress, it changes what marketing teams do to maintain these systems.”
If a marketing team were Aretha Franklin’s band, you would have a standard line-up of drums, bass, guitar and keyboards with Aretha wailing the message to your audience. Now, with new tools and audience expectations, Barbaric explains that social media is like adding, “a triple-necked guitar with a keyboard on it that plays itself,” and ups the ante, “with a DJ who samples Aretha Franklin – and 50 other artists – and adds a light show.”
There are some for whom digital media is the bright light in an economic downturn in this city. Barbaric concurs, “Business who can sell their services online have global access regardless of where you’re from. Locally,” he touts, “there is still money, but it becomes a more competitive environment.” Survival is for those who can evolve. He identifies, “those who are squeezed out are people relying on the status quo.”
Those leaving his SocialWest presentation will glean, “a sense of what they need to do to prepare for the future.” According to Barbaric, the future has much potential and we’re not too far behind to catch up. “There’s a lag… between American and Canadian markets, between different generations and between big and small businesses.” But to those willing to make the changes, he estimates that there’s “a decent amount of runway.”
Connect with Ernest at SocialWest.
Connect with others who are growing their digital brands too.
And remember, you’re not alone… if you’re connected to the internet.
- by JLove