There are millions of digital products around us, but most of them do not have their own face, and have no story, all of which makes them boring and confusing.
Organisations have long relied heavily on behavioural data to segment their target markets. But audience segmentation and customer journey planning of the future will demand more from marketers. They’ll need to know who their audience is and what inspires them as individuals.
Leading brands are learning to transform operating models and processes that support digital-first customer engagement while exploring opportunities to create value in new ways. It’s a fundamental shift from selling to understanding customers.
Culture is not executives talking about high level strategy. Equally, it is not your Brand Book. The language surrounding business strategy and brand management assumes a certain level of business acumen not required of every position in an organization. Strategy and branding are business management tools.
As more and more companies are adopting digital transformation owing to the significant perks it brings, it is important to be structured and goal-oriented about it. Digital transformation is not a destination that can be reached once and for all. Instead, it is an ongoing journey that demands a commitment to adhere to changing marketing dynamics and to adopt any digital disruptors that come across the way.