What does “Digital” mean for you?
I have asked this question several times and it’s a good way to put the listener of the question in an embarrassing situation almost all the times.
That question was also done to me a couple of times and apparently I almost did well. I found this Point of view document from Horses of Sources where they explain their understanding of what digital means right now.
In a nutshell, “digital” describes the technologies that enable enterprises brands to exist electronically with their customers, employees, partners and suppliers. It’s the journey from a situation “AS-IS” to a situation “TO-BE”, where the there are six layers or dimensions that you have to take into account.
- Enterprise brand: “digital” is the way the enterprise utilize technology to interact with customers, employees… This component is marketing centered topic.
- As a Service: the “digital” world is interested to consume as a service, with clear price models and reducing CAPEX, so companies needs to adapt their services/products to this finance model.
- Infrastructure: there are changes at this level: be quicker, less expensive and take into account new spaces: IoT, more security requirements…
- Enabling technology: in a digital world companies need to bridge the gap of communication and understanding between clients/consumers and the enterprise itself.
- Omnichannel: in a digital world all communication channels need to be taking into account, a clear strategy about how to reach the consumer attention is clear. Here is where marketing has started to call themselves “Digital Marketing”.
- Digital engagement: how the consumer experience is with respect the company, the brand through the Apps, web page and other digital elements. This component is marketing centered topic too.
Do you remember the years where all people where talking about “internet era”, “web 2.0”, “cloud era”? well now all is about “Digital”, another transformation of the companies to stay competitive in a changing world.