There are a variety of definitions of “Digital”, even more interpretations of “Digital Strategy”, and a plethora of perceptions of what “Digital Transformation” may be. When scanning social media feeds (LinkedIn especially), reading expert opinions, seeing news reports and PR of organisations’change initiatives (strategies, successes, and failures!), one quickly discovers that “Digital” is not a universal constant.
So, what “Digital” and “digital strategies” do we see?
- For some it is internet marketing, in some cases, limited to social media focused marketing. Isn’t all marketing (communication) now digital, even print? It is data driven, automated and electronically distributed content.
- The majority seem to focus on websites, eCommerce and mobile apps. Basically, communicating and transacting on the internet rather than physical locations.
- For others it is about the latest buzzword technology. AI, Block Chain, Big Data, IoT, Cloud…all with concepts that aren’t really that new.
- For the IT orientated it is “Cloud”, “SaaS”, PaaS”, APIs. Really the approach to changing to new software, data management, and processing and storage.
- For, a select few however, it means a holistic data driven business approach that exploits technology to satisfy demands in a modern market ecosystem.
Digital is anything and everything that consists of data, has data flowing through it, or create and process data. 1s and 0s at the core. Digital is the connected, automated and data driven business ecosystem, not limited to the internet, online marketing, communication or eCommerce (but definitely not excluding this).
- Drawing an initial content idea with a pencil on paper isn’t digital; but will become once scanned and refined for distribution (and the production of both was likely by digital enabled tools and processes).
- A human driving a car isn’t digital (currently); Vehicle software and management, using sensors to record speed, location, component performance, etc. definitely is.
- Trying on clothes or putting food in a basket in a physical store are non-digital activities; The process to get the stock there, operate the facility, track the customer interactions are digitally enabled.
- Delivering a parcel to somebody’s house is not digital; the whole process around it is however digitally enabled. From requesting the service to tracking the fulfilment.
Digital is ubiquitous. It isn’t new, it is just more pervasive. With this increasing ubiquitous and pervasive nature comes chaos, for each interested party have some deterministic objectives.
With Chaos Based being customer experience driven, our focus is on appropriately directing and evolving the business by exploiting current data driven technologies, channels and business methods. The objective to meet the “Outside-in” expectations of customers. Consistency. Convenience. Competence.
If you have a “Digital strategy”, a business strategy (or multiples thereof per product or channel), and an “IT strategy” then there is something systematically wrong with your organisation in the existing market! The same applies if you only see “Digital” as online, the internet, or {insert buzzword here things} that all the “cool” businesses talk about.
Your strategy should be a customer experience orientated, data driven, and technology enabled business strategy. A strategy to function and thrive in the contemporary market ecosystem! Maybe underneath that is a strategy to catch-up technologically; A strategy addressing internet enabled marketing; A strategy to trade through internet channels; A strategy to introduce innovative technology to create business opportunities…Strategies that must converge to set a foundation and plan evolve.
All Digital, all driving operational efficiency and learning. The objective to ensure the business does not just keep up with the market, but potentially lead.