The digital asks you a question? Or scares you? Here are the keys to understanding and acting.
We talk about it every day and everywhere, inevitably that questions. It is even said that this is a real revolution. Digital is becoming more and more important in our societies, de facto in our economy. The year 2017 makes us switch because the “digital natives” * now represent more than 50% of the world population. They will become the majority in our companies, those of our customers, our suppliers, at the consumers.
(* Generations grew up at the same time as the development of the Internet, roughly the under-30s, or generations X, Y and Z together.)
You will understand: beyond new tools, certainly not always easy to integrate into the organization of his company; the revolution is primarily in the uses: those of your customers, your employees, your partners.
To work and prosper with them, it is, therefore, necessary to understand their expectations and behaviors and, YES, to integrate digital. But even better: to adopt a more global vision than the only entry of social networks. That of marketing and communication 3.0.
Some Benchmarks On Issues Related to Digital
The individual, the consumer, has always been ahead of the business in new uses. In US it is all the truer. It is therefore vital to understand “how it works” to activate the “how do I do” to stay “in the running” and stay in touch with its customers and other stakeholders. These simple numbers are telling:
More than 38 million French people connect to the internet daily (74%).
Half of the US people (51%) use their mobile phone daily to access the internet.
Among the 10 most visited websites each month in France from a mobile, 5 are social networks (+ 87M unique visits).
Most of the time disbursed on mobile is done from applications.
Digitization, The Achilles Heel of US SMEs
US VSEs / SMEs are struggling to put in place their digital transitions. The situation is such that it becomes paradoxical when we know that small businesses are less digital than their customers (1/8 versus 7/10). In comparison, German SMEs are twice as likely to sell their products/services online.
Several reasons for this
Ignorance of the obvious benefits of digital tools.
Lack of knowledge of existing tools.
Absence or weakness of know-how on uses and techniques
What Has Changed Fundamentally Since The “Digital”
In short, where the internet revolutionized communication is by moving all other media, pushing them hard. For comparison, imagine for example our earth’s crust which would emerge a new plate: what earthquakes and other reactions that would generate in plate tectonics! This is what happened in communication. The layered model has exploded from the internet. And the development of social networks and other digital tools only completes this change.
Therefore, the downward communication, vertical zed, mass, can no longer work. We have moved to a horizontal, multilateral, dialogued mode of communication. Finished the “one-to-many,” the “digital natives” want today “one-to-one.” They want to discuss and interact with brands, companies. They expect transparency, meaning, ethics, values. Consumers are becoming consumers. Employees in collaborators. Etc. And as they are very digitally active, they work in communities, in a collaborative mode, with a high critical sense, the company must not communicate with them as before.
No Digital Strategy Without Business Strategy and Communication
Faced with this change, it is essential to rest the few fundamental and always relevant questions, BEFORE considering a digital strategy:
Which are my clients (collaborators, partners …) today and … especially which ones do I want to have tomorrow? Are they the same, are they more or less young, more or less such a CSP, more this or less, etc.? In short, where are the markets or market segments that I want to continue to develop, or abandon, to go to other markets, while relying on my strengths, my elements of differentiation …?
Am I able to (re) define my targets: typology, uses, behaviors … The BABA what.
Then, what is today my communication strategy (image/positioning/differentiation/messages…), the communication tools that I have, the actions that I already lead?