“Digital Darwinism – The evolution of consumer behavior when society and technology evolve faster than the ability to exploit it.” – Brian Solis
What a great term—Digital Darwinism—to describe the fear many agencies and carriers feel as they struggle at make sense of the many challenges they face in today’s rapidly evolving environment.
Mobile, cloud, and social technologies are evolving faster than ever. These technologies are also transforming our society and giving rise to a new empowered and connected consumer. The reference to Darwin suggests that failure to adapt eventually will lead to the demise of the business of insurance, as we know it.
I believe that the challenge facing our industry is not just about making sure agents have blogs, Facebook pages, Twitter accounts and are using Pinterest to curate relevant business information. Yes, it is important to learn how to effectively use new technology.
But it is critical to pay close attention to the evolution of consumer behavior and ultimately understand how to engage with the new connected consumer.
The technologies that are fueling all the disruption can, when effectively used, provide a window into the psyche of the consumer and provide the means to connect and engage. But real success will require an organization to change its work and evolve its brand. That is, become a social business. For example, engaging in social technologies must become more than a marketing department project. Today, consumers are demanding that their business partners be transparent, accessible, open, socially responsible, and honest. They want to feel that they know their favorite brands on a personal or personalized level. These traits become woven into the fabric of the agency—and every employee plays a part.
Keeping up and adapting to new technology and the changing demands of customers and prospects has always been a challenge. What is different today is that advancements in technology and changes in consumer behavior are happening “scary” fast.
Future success isn’t just about the latest technology. Rather, it’s about cultural transformation and market disruption. How an organization recognizes and adapts to new opportunities will determine its future viability. How are you learning to adapt?