Continued: What's Next In Digital Transformation?
From our perspective brands will be grappling with opportunities across three core areas with specific connectivity to marketing and communications:
- The On-Demand Expectations of Consumers: Apps, automation, artificial intelligence, mobile connectivity and a mature tech infrastructure now allows consumers to get what they want, when and how they want it like never before. These elevated expectations are highly disruptive for brands who are now dealing with loyalty-based responsiveness, convenience and a customer experience that feels frictionless and on-demand.
- The Complete Fragmentation of Media: With ad blockers, false reporting bots, a decline in traditional television viewing, the rise of digital video and influencers—marketing has finally been hit by the meteor it always knew was coming. Media is completely fragmented and programmatic solutions have resulted in unfortunate ad placements that put a brand’s reputation at risk. The benefits of data driven insights have yet to deliver on its potential. Marketers must adapt or die in the pursuit of finding new ways to reach and engage audiences at scale.
- The Activist Economy: On the cultural front—consumers are not only empowered to behave as activists thanks to social media—they are now polarized and motivated to do so and no brand is immune. Millennials in today’s polarized environment are causing brands to anticipate and respond to consumer’s needs in ways that transcend transactions and even emotions. Brands increasingly find themselves associated with societal issues where consumers, employees and even media demand to know their stance. In this economy, brands will be forced to re-examine and re-align their societal values and not just the value proposition of their productsDigital Transformation runs the risk of being an overused buzzword (it likely already is) but those of us doing the heavy lifting to help our organizations evolve know it's just shorthand for the never ending task of adapting to a dynamic business environment fueled by cultural social and technological shifts. It's an infinite loop and the journey never ends.