It seems like the term digital has taken over our lives. Everything from the watch on our arm to the fridge in our kitchen seem to have joined the digital revolution going on around us. How are we adapting to this new digital landscape and ensuring that our companies and brands are embracing it in the best way. The first step to truly immersing yourself in the digital world is to understand the developing digital culture.
Digital culture is a big step away from the business cultures many of us were used to. It is not confined by location, there are no physical boundaries, no socio-economic, racial or ethnic divisions. Digital culture is open to anyone with access to a digital device and an internet connection. We are increasingly augmenting our reality with the use of a variety of devices, moving from an analogue experience to a connected digital version. This growing and evolving digital culture revolves around a set of core values which we will review below.
Digital technology has changed the way we experience the world, particularly marketing, we have moved from passive messages to disruptive experiences, with digital devices now part of our every day lives. We live in a world of innovation where we are encouraged to experiment and innovate. To stay ahead of your competitors you need to embrace the opportunities that digital tech provides and push the boundaries, before someone else does.
The digital world is open to all that have the ability to access it. Putting aside that access issues display a level of socio-economic inequalities, the digital platform has flattened the playing field considerably. Any company who has access to the internet has the ability to reach millions of people the world over, something that would have been impossible for all but the largest corporate companies in the purely analogue era.
Digital technology has allowed us to become more responsive than ever. For companies, we can become receptive to the needs and wants of our target audience and adapt our offerings, messages and communications. Empathising with your audience is no longer is a luxury, it is expected.
With people becoming more tech savvy and far more security conscious the onus is on brands to become more transparent in their business practices. The internet gives people far more access to check every aspect of a companies culture, finances, and service to name but a few. Due to this shift in customer access companies have been forced to become more honest and trustworthy across all of their business functions.
Everyone has become an expert since the arrival of Google. The answer to any question is just a search away. No longer can you waste hours debating a matter over a drink, in mere moments the internet can resolve many a dispute. But what does this digitally driven knowledge mean for brands. The internet and digital devices have made brands infinitely more knowledgeable. The digital world has brought with it a more data driven knowledge for companies, specifically about their customers and target audiences. You can now analyse every visit to your website or like on your social page. It is allowing for far more personalisation and targeted content and marketing.
With the move into digital everything becomes faster. This is both a blessing and a curse. We all expect instant gratification now, with mail delivered in an instant, deliveries that arrive within hours, and on line access to almost any resource you need at your finger tips. Companies have had to become super efficient to satisfy its customer and stay ahead of the competition. Whilst challenging to maintain, this increased efficiency has been benefit for companies. It has allowed them to advance their services, becoming more agile to meet the needs of its ever more demanding customers.
As we have said above it has become of top importance for companies to be transparent in their business operations. Customers are placing authenticity high on their list when it comes to choosing a brand to do business with. They also want to develop a relationship with the brand. Social media has opened companies up to a much more personal relationship with its customers, who now expect a two way conversation.
With so many touch points between a company and a customer, it is more important than ever that companies take a holistic approach to their external communications. There needs to be a fully integrated approach across the whole business to ensure that the key messages of the company are behind every customer facing moment.
These value should be at the basis of your companies online presence. By succeeding in these areas you are one step closer to be the answer to your customers problems. The digital world show no sign of slowing down, with new innovations being released almost daily these values will no doubt evolve and change over the next 10 years. If you are still getting to grips with this emerging digital culture and need some guidance get in touch with us now and we would be happy to help.