Posts Tagged ‘Digital Media’

Response time is key with digital consumers

December 2, 2012

“Businesses used to have a small suggestion box near the door that mostly housed dust bunnies and an occasional piece of gum. Rarely would someone get back to you. But people can now make a post from an iPhone or a BlackBerry while they’re sitting in your restaurant.” – Charles Nelson, President of Sprinkles Cupcakes president

Suggestion Box

Little harder to ignore, don’t you think? And with the immediacy of the situation that is often posted, why would you want to. Address it when possible and move on.

If you do choose to ignore comments either sent to you via smartphone or on a social media platform , you risk finding out the difference from analog paper submission and digital submissions on the always potentially viral web….

capere mutatio

April 1, 2012

“The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.” ~
Rupert Murdoch 

In my last post, I outlined 7 aspects of brand reality in the digital world that I find worthy of discussion and debate. One was the concept of change: how to recognize when change is needed; how to accept it; how to embrace it; and why we all need to.

The “why we need to become comfortable with change” is easy to see. The business landscape shifts on a continual basis. The axiom “change is the only constant” has never been more true. But how to best react to this change is not so readily apparent. In the not so recent past, we recognized the importance of change, but were looking to identify seismic shifts that would act as game changers. Current reality is more subtle and pervasive. Trends are harder to discern, and may have less overall value when we do ferret them out.

In the new non-mass engagement world, only the most fundamental of pervasive trends have relevance to marketers. Rather, patterns that emerge in the specific preferences of our customers and prospects are more to the point. Change should be relevant to us in the context of “who we are”, and a big part of this answer is who our customers are. That Amazon (the epitome of customization) is more relevant to its customers than Wal-Mart (the embodiment of mass marketing) is highlighted by the fact that Amazon is now the more valuable retail brand, despite having no brick ‘n mortar locations (or at least not currently….).

The psychological step of accepting customer driven change also creates the focus shift from an analysis driven perspective (typically from 30,000 feet) to one that sees interacting with a brand’s customer base as the highest strategic imperative of all, and one that is both more interesting and fulfilling.