This is almost a ridiculous question given we now live a digital world. Yet, companies and brands still find it difficult to truly assimilate a digital lifestyle raising questions internally about what to do. Embracing a mode of business that allows customers and employees to dictate and engage the relationship is a philosophy that requires marketers to rethink and redesign their entire model. Unfortunately, marketers and communicators are more apt to adopt few of the elements in a digital framework necessary to gain competitive advantage. In effect, by not implementing the entire ecosystem organizations leave themselves vulnerable.
In our work with brands and organizations, we strive to translate brands into real platforms that envelop the customer experience resulting in an authentic set of interactions benefiting both customer and company.
In developing a digital first approach, it is critical that the following components now comprise the marketing and communications mix:
- Data, Analytics Vision – From capturing behaviors, influencer insight, to a social CRM system, the entire customer experience can be mapped and dissected to discover customer decision process
- Technology Baseline – Transforming marketing begins with front end development such as usability, interface, and design infusing back end-decision making with data and insight to power
- Creative Agility– Translating insight and incorporating technology and insight to create precise solutions that shift among stakeholders and segments in clear, engaging ways
- Holistic Connectivity – Working the PESO construct (paid, earned, shared, owned) in a manner that leverages each for maximum performance and is fueled by data provides today’s marketer and communicator with a digital design that accelerates their ability to digest multiple information points evaluating impact and performance
To be a digital brand in a digital world requires a design-thinking mentality. The tools, techniques and data are right in front of us. The technology continues to get smarter. The key piece is putting it all together in a system that reflects your business priorities and addresses your customer’s shifting expectations and personal relationship with your brand or organization.
There is no room for a piece-meal solution. In the end, customers are demanding a 360 degree orbit with brands. If your organization is not set up to address or handle such a relationship it will quickly lose relevance.
And once that happens chances of recovery are slim…
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