Creating a Digital Business Strategy
Understanding Digital Culture
The digital age has brought about Increasing consumer and media fragmentation, rapid technological change, hyper-competition, instant connectivity, information overload.
The open and sharing business model is a paradigm shift from the control model. The internet is now the primary vehicle of the influence economy and social media the largest media channel on the planet. Traditionally, TV, Radio and Newspaper (control model) were the dominant forces in knowledge distribution. Within two decades these institutions have rapidly lost market share to the internet.
With this technology shift has come much lower barriers to market. New businesses can mobilise very quickly using ‘Cloud based’ digital infrastructure like Skype, Google Apps, Xero, Mozy and eCommerce. Open collaboration tools such as Basecamp, Wikis (Writebards) and Google Docs allow for the most up-to-date information to be accessible and distributed to everyone within an organisation in ‘realtime’. Communication tools such as Skype and Instant Messaging have transformed the office and closed geographical boundaries.
As cloud based infrastructure has allowed for open sharing within an organisation, social media has done the same for your audience. One could now argue that the line between internal knowledge (closed) and external knowledge (open) no longer exists – the old paradigm of ‘knowledge is power’ is no longer relevant. The major shift required by an organisation embracing a social media is letting go of the closed structure. It is the activity of sharing knowledge online that creates the following. The new paradigm is about stimulating and managing online conversation in the social space and the work space. This requires a cultural shift in approach and a clear social communication strategy.
By understanding your resource limitations you can then tailor technology to streamline all facets of your business. For start-up companies, this can save valuable time and resource and enable them to adapt quickly.
Creating A Digital Marketing Strategy
Understanding Social Consumer Dynamics
It’s often remarked that digital communications is moving so fast, it’s difficult to know where to start.
The answer is ‘start everywhere’.
The webspace has moved from being content driven, to being driven by social conversation – the more socially active, the more socially connected you are. By extending your reach deep into the pockets of the social space, and by promoting something that’s worth talking about, you then have the ability to convert new followers to your brand.
Through social media we now have the ability to engage in conversations, record them and distribute them throughout the internet in ‘realtime’. Social media requires a change in business culture from being closed to being open, in essence the future of business and influence is in sharing ideas.
Social success lies with the ability to harvest your own network of brand ambassadors.
What is Digital Marketing?
Digital marketing is the art and science of persuading targeted market segments to buy your product or service through the predominant medium of internet technology.
Vizualise style of digital marketing is centred on developing your brand identity and your brand’s ability to create associations amongst your customers through community. These associations are the drivers that build loyalty and relationships with your consumers.