Home > Features > Your New Competition • Bookmark   • Newsletters   • Register Search Options


Your New Competition

Your New Competition

February 4, 2014
Text size: 
Get XBIZ News
XBIZ Research
Will virtual reality boost the paysite market?
Yes, it will soon
Yes, but in a few years
Out of 179 votes. Results based on votes submitted by members of XBIZ.net social network.

If you don’t know who Hannah Montana is and what she has to do with the outrage over Miley Cyrus’ foam finger, then you are out of touch with the world around you.

Although I’m quoting yesterday’s old news as an example of being dated in a fast-paced world, any other example would likely be equally irrelevant by the time you get to read this post, so fickle and fast-changing are the tides of fashion.

There’s a brief line in one of my favorite songs, “A Merman I Should Turn to Be,” by Jimi Hendrix, echoing “We take our last look at the killing noise — of the out of style...”

Back then, a half century ago, the need to keep up with the latest style was paramount just as it is today; but to do so requires a youthful view of what is cool and what is not, influenced by a set of factors that changes with each passing generation.

While Jimi was no doubt cool in his day, he was the artist that today’s consumers’ grandparents rocked out to — and few kids will admit to digging gram-gram’s jams.

Let’s face it; if you’re old, then you just don’t “get it” — or so the kids think.

I’m sure that many of us can relate to having this feeling in our youth — while those of you that are still young may live long enough to understand the feeling of being on the other side of the equation.

It is with such cheerful thoughts that I viewed the family sitting at the next table while out to dinner the other night. Well, it wasn’t the family per se, it was the youngest girl at their table — a child who did not look quite old enough to be attending school yet.

She was feverishly typing, swiping and scrolling on a tablet, while waiting for her food to arrive. Once dinner was served and her mother made her put her tablet away the young lass continued on the sly — nimbly texting on an iPhone hidden under the table.

I felt terribly obsolete as I surveyed this scene.

Not only was this child beginning a life that I can’t relate to (and thus will have a hard time marketing to), but at some point, her and her peers will become my much more tech-savvy competition, immersed from birth in digital technology.

I know that I am not alone in feeling this — and that she is not alone, either. Indeed, a new generation of kid-friendly tablets and other devices are changing the way that future customers perceive media and the value of information — and marketers who are unable to keep pace with these changing expectations are certainly doomed to failure in today’s increasingly competitive marketplace.

Check out Wal-Mart (www.walmart.com/tp/tablets-for-kids) for an example of what I’m on about and how what we see as hi-tech today will be quaintly nostalgic tomorrow.

Keeping ahead of (or at least abreast of) the curve becomes vital.

There are many available barometers of pop culture, and in fact, a whole subset of the mainstream marketing world is devoted to this never-ending study of art becoming life.

For a crash course in what’s hot today, I’ll point to one of my lovely wife Dawn’s favorite media outlets, E! The company’s E! Online site (www.eonline.com/trends) offers a section devoted to the latest trends in beauty, fashion, food and living, which can point you in the right direction, whichever way the winds blow.

More useful from a strategic marketing standpoint is sites such as TrendHunter.com, which according to the site is “the world’s largest, most popular collection of cutting edge ideas [that] help creative people Find Better Ideas, Faster.”

There are many other outlets for helping you to keep in touch with the pulse of the modern marketplace and its changing demands. If you prefer to stagnate, however, then perhaps instead of Jimi Hendrix I might have earlier quoted The Who’s Roger Daltry, as he exclaimed, “Meet the new boss…”

Hopefully we’ll stay ahead of the game, instead of uttering that prophetic statement while wandering dazed through a maze of cubicles and wondering “what just happened?”

Enjoy 2014 but keep a close eye on the competition that is fast rearing up behind you — those kids are smarter than you think — and will want something you don’t yet have.

Learn what that is, and your future success will be assured.


Grand Slam Media CEO Luke Hazlewood Hits It Out of the Park

Grand Slam Media Inc. CEO Luke Hazlewood’s view of the advertising business is one that seems to have solid roots. He says that in an ever-changing marketplace it is a better protocol to lead rather... More »

2017 XBIZ Webstar of the Year Harriet Sugarcookie Dares to Evolve

Start with a heaping helping of charming personality, sprinkle a dash of delightful quirky antics, then lather the final product with a whopping dollop of sensual sweetness… and what do you get?... More »

2017 XBIZ Trans Performer of the Year Reigns Supreme

It’s easy to see Aubrey Kate now — the modelesque, blonde bombshell — and dismiss her recent awards in the erotic arts as inevitable. It’s easy to say that she was simply born with... More »
Stay informed of the latest industry developments. Get XBIZ newsletters delivered to your inbox. Subscribe today!
Enter email address:

* To manage existing subscriptions click here.

Submit your press release to
multiple news outlets with 1 click.
Subscribe to RSS news feeds or
add free content to your website.
Access XBIZ news and articles
with your mobile device.
Subscribe to XBIZ World magazine, the industry's leading e-commerce trade publication, delivering in-depth coverage of the online, mobile and ancillary digital markets.


XBIZ Retreat

May 30 - Jun 03
Miami, Florida

XBIZ Miami 2017

May 30 - Jun 02
Miami, Florida

XShow 18+ 2017

Jun 01 - Jun 03
Moscow, Russia

Cam Summit

Jun 02 - Jun 04
Lloret de Mar, Spain
Everyday thousands of business professionals browse XBIZ's industry directory for quality products and services. Not listed yet? Your company could be losing potential new business. Submit your company today!
Use XBIZ RSS feeds to stay informed of the latest industry developments or as a content syndication tool for your website!