When it comes to technology, change is constant and rapid. However, while consumers adopt new gadgets, platforms, and services quickly, why do established brands scramble to keep up?
With fast consumer adoption comes rapidly growing consumer expectations, and greater punishment for companies that lag behind. Take Twitter as one recent example. In 2007, the platform tipped into the mainstream, but brands wouldn’t join consumers there for two more years, realizing that they could either let consumers complain publicly about them, or show up and deliver service. By today’s standards, early attempts were rough at best, and brands had a steep learning curve to developing robust — and profitable — social media strategies.
The next frontier after social media is messaging. Apps like WhatsApp, Facebook Messenger, iMessage and others superseded social platforms as the primary activity on smartphones in early 2015, according to research.
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