As digital matures, organisations must redefine how digital is incorporated, or even referred to, within the business. With this in mind, here are five digital essentials to help your business make the most of digital in 2016:
- It’s not digital strategy. It’s business strategy for the digital age.
The point has been reached where the ‘digital’ tag is essentially irrelevant e.g. ‘digital marketing’. Every business unit now has a digital component, every senior manager should have an understanding of digital and the role it plays. Now, that understanding is not present in all organisations, so the ‘digital’ tag persists. But your business strategy should reflect a world and an audience that is inherently digital – even if your business is not.
- Customer experience is a priority
Regardless of whether you’re B2B or B2C-focussed, customer experience should be a priority, if not the priority, for your business in 2016. It’s the basis on which many companies plan to compete, but more importantly, it’s the primary means by which customers will judge your business. Their demands are exacting and the challenges they present are many, but the rewards are more than worth it.
- Know thine audience
Your customers leave a trail of digital breadcrumbs wherever they go. As such, it’s easier than ever to understand their needs, motivators and behaviours. Investing in this understanding is one of the keys to delivering a successful experience. It doesn’t have to mean granular persona development – even your website analytics will provide a raft of clues. But the best results are achieved through a combination of qualitative and quantitative research – talking to your audience then using broad data trends to confirm or negate the findings.
Further to point 1, digital silos should start to be dismantled. ‘Digital’ is not a standalone thing to be developed in isolation. In fact, better results are achieved when digital planning and execution are integrated with ‘traditional’ activities, each working in sync. This applies both to how departments are structured and how programmes are implemented.
- You don’t have to be right the first time
The words ‘agile’ and ‘iterative’ are bandied around far too much these days, but what they essentially mean is that it’s ok to test and fail in the real world. You don’t have to attain perfection at the first go, you don’t have to be afraid of negative feedback (you do have to manage it though). As long as the process is transparent and responsive, you can learn a huge amount by simply testing and observing behaviour. Use the results to adjust your offering quickly and in small steps, eliminating the need for considerable upfront investment and a few sleepless nights.
What are your thoughts on the key digital issues that will affect business this year?