The Rise of Deeper Digital Integration
The days of digital as an add-on have officially been declared dead. Regardless of your industry, business, or customers, digital needs to play a larger part of your brand and marketing. Today, users are becoming more accustomed to a highly interactive and integrated experience across all channels and devices. They want they information they’re looking for, served up in the best possible way depending on their device at the time, and they want it consistent when they switch devices.
Digital Redefined: Social, Video & Mobile
Being “social” no longer means a Twitter account or a few icons on your page. Today, social media must serve as an extension of the brand and should be treated as such. A way for users to connect on a more personal, intimate level with all levels of the organization from customer service to sales.
Leveraging video isn’t about just showing what your product can do in a screen capture. Instead, users are now seeking to hear from real customers how your product solved a problem. Video today should be part of your storytelling process, not an afterthought.
For integrating mobile into the mix, it’s all about delivery of content. You now need to deeper understand the motivations, behaviors, and goals of the mobile user and deliver your message to them in the appropriate format across multiple devices. Each device with its own set of qualities and limitations as well as usage patterns. Mobile can no longer be an afterthought, it must be integrated.
Stay Aware and Take Chances
The bottom line: integrate for tomorrow, today. Stay aware of changes and opportunities within the current digital landscape and keep an eye out for new ways to leverage existing technology. Take chances by adopting new digital technologies and allow them to become an extension of your brand.
When it comes to web and digital technologies, tomorrow is already here. If you’re still trying to duct tape on a technology from yesterday, well you’re already a couple of days behind.