This is the fundamental challenge of most brands today.
They are not born digital (as Don Tapscott would say). Yes, digital transformation is a reality for all businesses. It’s something that is deeply affecting the small, medium and large businesses. It is something that affects both B2B and B2C markets. Brands tend to look at startups that shoot to billion dollar-plus valuations and wonder how they can be more like that. What they fail to understand is that businesses like Uber, GoPro and Airbnb were born in these digital times. They don’t have to transform. They don’t have to adjust their marketing. They’re not living off of technology legacy systems that must be updated. Most importantly, they connect (in their language, communication, marketing and advertising) by having team members that aren’t just current on digital marketing trends, but these kinds of team members who know no other way.
Traditional advertising in digital channels is not a transformation.
How many years has it been? A responsive website, a mobile experience, a decent email database, a social media presence and ad spend that tips more towards AdWords than towards newspaper advertising doesn’t count as digital transformation, and it certainly doesn’t count as thinking/being born digital. Those are simple tablestakes. At this point, that only gives a brand a seat at the table (in fact, one could question if that seat should even be at the adult table… you could well be sitting with the kids and their Dixie cups). Digital keeps evolving. Digital keeps introducing new opportunities. Call it live streaming across Twitter now, when simply tweeting was all the rage only a few months ago. Looking to these platforms as a way to simply push a message through, instead of figuring out how these platforms can increase a brand’s economic value, make better connections and build stronger relationships with customers, is what we’re aiming for.
Things are getting complex. It’s going to get more complex.
Let’s rattle through this: data and analytics, marketing automation, programmatic buying, drones, robotics, wearable technology, block chain, the Internet of things and more. It’s a full time job just to graze these topics, and have a semblance of an opinion about them and what they mean to your business today… and tomorrow. So, what’s a brand to do.
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