Warren Jolly is the CEO of adQuadrant, a leading omnichannel digital marketing agency in Orange County, CA.
No matter how big or successful your business is, new developments can still affect it. I know from personal experience that no matter how prepared you are, there are still some changes that can pull the rug out from under you. Of course, there’s no way to know for certain what the future will bring, but there are certainly ways to mitigate any potential negative consequences. I’ve found that the key tactic is to evolve along with the changes you’re facing.
Take as an example changes made by third-party platforms that your business relies on. This is something you can’t completely prepare for because it’s outside of your control. My company relies heavily on third-party platforms and companies like Facebook. This means that when these platforms make changes, it can dramatically affect our business.
TikTok is one example. TikTok is the fastest-growing social media network in history. As this platform continues to become more prevalent with older audiences, I think it could cannibalize the other ecosystems that we currently work within, such as Facebook and YouTube. This begs the question of how as a business owner and marketer you can stay ahead of the cusp of change and avoid becoming disenfranchised or irrelevant because of newer platforms.
As a company, you have to change with the times; you can’t fight them. One thing we focus on doing at my company is aggressively figuring out ways to keep up with or stay ahead of the changes. This means getting creative with collaboration and forging strong industry and channel partnerships — like we’ve done with TikTok — whether they’re easily accessible or not. As a TikTok agency partner, we have a direct line