It’s 1991 and the Gulf War reaches an end in February. The Soviet Union ceases to exist and Tim Berners-Lee just released the WorldWideWeb developed on his NeXT Computer while working at CERN. While the first two events were well known by the public at the time, the release of the WorldWideWeb wasn’t, except for a few in comparison.
The impact that was to have on society, culture and commerce was incredibly hard to predict back then and today, the internet has become an unmissable part of our daily lives. Channels such as email, social networks, apps and online shopping define a whole generation.
Marketing itself has been transformed enormously over the past 25 years, with companies not operating in the digital space very few and far between. However, the need for digital transformation is still in its infancy despite increasing pressure from customer demand.
Technology and the rate of adoption has influenced the way consumers interact not just between each other, but with brands as well. Successful companies have long understood that being sales-driven and pushy by simply forcing customers to change their views was time consuming, money wasting and it was driving customers away.
Instead, they started looking at ways to take advantage of, and exploit new technology. Early adopters have shifted their approach to being a lot more consumer driven – what marketers like to call “customer-centric”. Instead of pushing their product, they preferred to meet customer expectations.
Yet ask yourself this – how big is the discrepancy between companies who are really “customer centric” in the true sense of the word and how many think they are, with reality being much different? The truth is we get lost in processes, disconnected systems and a working culture that doesn’t allow us to become truly as customer focused as we claim to be.
To exacerbate the issue, loyalty, in the old marketing sense of the word, is as good as gone. One old school solution is to just throw more money at marketing, customer retention or worse, customer acquisition to simply offset the churn.
The real solution however is to change the way we do digital marketing – starting with understanding our customer. If we find a way to integrate the customer into our company culture, into every process and solution, we’ll manage to create sustain long lasting relationships with them.
We need to embrace the fact that our customer has gone digital – and we need to follow suit. We’re lagging behind in terms of the adoption of a digital mindset and culture, compared to consumers. The winners of tomorrow are the digital innovators of today.
How can Minds&More help your company with digital transformation? We address any challenges you face by providing strategic recommendations, strategies and helping you implement them to ensure your long-term success.
Contact us today and let us know what challenges you face. We’ll be more than happy to sit down and address this and more.
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