Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
marketing interactive

3 ways to adapt to change

share on

We often hear that the world is changing. While the notion is easy to agree with, it's less than comfortable in reality. The world is changing, and changing fast;the most important lesson we can learn is to understand how to live, work and deal with change in a way where we come out on top, rather than get stuck in a sigh, realizing we missed the boat to a new opportunity.A short while ago, I spent some time in Kuala Lumpur, working with Naga DDB and some of its clients to try to prepare ourselves with methods, ideas and perspectives that are strong enough to take on the changing environment we live in. Social Lab is a four day format event from Hyper Island where we work with a group of students, using social media, in order to solve a brief for a client.The course, however, goes deeper than covering channels, the latest buzzwords and the trends in social. Rather than talk about Facebook or blogging, we discuss what behaviours are the most important to build relationships in order to drive growth regardless of platform. We look at activation triggers and dive into the needs which create the foundation of any viral campaign. Finally we try to work with the psychology of what makes a person convert, and how to measure success.All in all, this course prepares the participants to meet a changing future, rather than only deal with the platforms available right now.But this is not a puff piece. There is a reason I cover what we covered in class. It is important. Regardless of who you work with, or if you do it yourself, you have to arm yourself with the perspectives that enables you to work in the nitty gritty details, but always keep your eyes on the horizon - especially when working in communications, marketing or sales and have to meet the challenges that the digital space offers. In my travels and work all over the world I have learned a few things that I need you to take into account for the future.People adapt to technology, but many of their needs have stayed the same. The most important lesson I can teach, is how you enable yourself to listen into those needs and use them in your communication and product development.People are discomforted by change, but change makes people more research oriented. This gives you an opportunity to get more attention if you are willing to take the leap and embrace change, such as a new platform, before user behaviour conforms to a culture where they will disregard your attempts to reach them.Most people do not want to engage with you, and so you have to build strong and lasting relationships with those who do, in order to maintain interest from the rest who don’t.Regardless how you do it, don’t hide from change. Prepare yourself for it and use the opportunities that appear as a result from it to your own benefit. If we all do this, then we will have fun at work again, and that is why I share this.The writer is Jesper Åström, collaborator at Hyper Island, co-founder & head of tactics at For Sure Agency

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window