When talking about change we often restrict our discussion to the financials or to the people. Don't get me wrong, both are essential aspects of change management but so is keeping up with what is happening in the marketplace.
What are consumers doing or watching and where are they getting their information from?
When considering your marketing spend you may find it wise to change your view from totally focussing on traditional marketing and promotion techniques and consider the value of Social Media Marketing in the mix.
There are plenty of front end benefits like the low cost and broad distribution. Many might argue then it is probably worth what paid for but consider the valuable informtion gathering you can be doing for your business. Adopting early and testing the available options might just help improve the overall value of a reduced marketing spend and position you well when the New Media becomes the Established Media.
Have fun with it enjoy the learning and keep a record of the results for tracking over time.
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