We do not know how long a particular marketing and advertising tool will continue to exist.
The House of Representatives on Wednesday passed a bill that would allow the president to ban video app TikTok unless Chinese company ByteDance sells its systems. The move also points to weaknesses in how many companies, including CRE, control marketing.
Let's start with the news. The vote in the House of Representatives was bipartisan, with 352 votes in favor and 65 against, amid concerns among representatives about the perceived threat to national security. “Communist China is America's greatest geopolitical enemy, using technology to actively undermine our economy and national security,” House Speaker Mike Johnson (R-Louisiana) said in a statement after the vote. ''' and warned that TikTok could be used to access data in the United States. and disseminate “harmful” information. ”
Whether this bill passes is a different, more complex issue. President Biden may sign it, but its fate in the Senate is even more uncertain. “I think there's a good chance they'll take their bill and fix it and say we've come up with some areas that we think need improvement,” Sen. John Cornyn (R-Texas) said.
The nature of Senate rules also means that if there aren't 60 people ready to vote yes, the filibuster could kill a bill before it reaches the White House. If it continues, the results could have a major impact on how companies using TikTok need to change their strategies. Their reliable marketing channels may be completely lost.
This isn't the first time the usefulness of marketing platforms has changed, leaving businesses wondering what to do. There are various reasons. MySpace, once a social media powerhouse, has disappeared in favor of new competitors. Google changes its search algorithm from time to time, which has resulted in a significant drop in traffic to some of his websites. And Facebook has repeatedly told media and other industries that it intends to operate in one direction, only to later ignore it and pivot to another direction.
Companies cannot control the actions of other companies. That's why it's important not to get too carried away with whichever platform you think is best for marketing. The more you focus on one thing, the more likely it is that a sudden change in circumstances will undo everything you've done. Plan for the possibility that the rug can be pulled out from under you at any time.
