Born from a genuine understanding of why and how new digital and mobile technologies have (and continue to) redefine our everyday communications and engagement behaviours, I enable and support leaders and their teams evolve @home @work @school @play.
Digital Spaces are Marketing and Sales arenas, where the priority is to create, disseminate and nurture your WANTS under the guise of being NEEDS.
Yet, most Australians don’t realise they are actually telling the organisations what to sell to them through their personal daily digital interactions.
Why? Our habit of digital connectivity and mobility is embedded across perceived ‘prosperity in our local, regional and national socio economic structures – ensuring participation is prescribed rather than selected…
But before we get into the future challenges, let’s look at how we got to where we are today.
In 2020, as we waded through a global pandemic towards the 25th anniversary of the (public and commercial) internet, the era of disruption was suitably over.
Digital transformation and refinement should be the norm and an understanding of best in practice – specific to the role internet-based revenues and communications plays within the modern organisation.
Unfortunately, businesses still tend to lean on ‘Next-Geners’ to ‘bridge the gap’ between organisational need and perceived digital capability.
Historically, we’ve let the advertising overshadow the data capability. We’ve focused on how others appeared to engage with us and redefined cut through to suit existing tech capability, rather than demanding the reverse.
In 2010, futurists were looking at if, how and what social networks were being utilised by individuals and its impact on the community.
In 2012, early adopters were asking, how can we harness these new technologies to connect / market/ sell to consumers existing and new?
In 2016, the questions around digital transformation should have been:
- SALES FOCUSED – Do we have the systems in place to ensure our customers and community members actively participate with our business to the point of purchase?
- CUSTOMER-CENTRIC – Are we maintaining said engagement through contextually relevant integrated interactions to evolve our customers into brand and product evangelists?
- SECURE – Are we effectively mitigating the risks (i.e.: reputational, security) associated with this new style of business…?
In 2018, if your business communications weren’t sales focused, customer-centric and secure, it might have been ignoring the fundamental challenges, opportunities and risks associated with digital communications with an audience of over 2 billion global citizens.
In 2019, it was time to stop road testing, and start leading, across the complete marketing mix, because unlike previous iterations Social is just another pay-to-play platform within a broader traditional and digital marketing mix.
In 2020, Content integration was still key, although a refined approach where even in the award-winning cases, is often times fundamentally lacking.
In 2021, it’s still about agility, but it’s knowledge-based ie: understanding the implications and cost of ‘performing’ on ‘borrowed’ community spaces and making S.M.A.R.T decisions around engagement and procurement.
I believe no matter where you start, or where you find yourself you can go anywhere you want to, with a little helping hand.
So… if times are a little tough at the moment – fear not.
I donate a couple of sessions a month to helping Australian’s of all ages ‘find their feet’.
I call these my Pay It Forward sessions.
These sessions are for individuals – mums, dads, small business owners or former leaders who might be doing things a little tough at the moment and just need a helping hand rediscovering confidence it their ability and regaining their commercially savvy footing.
‘To Pivot or not to Pivot’ personally and / or professionally is tough.
It is something we’ve all struggled with at least once in our life journey.
Doing this online with the right digital tools can add a whole new level of stress to that process.
The only thing I ask in return is that you to ‘pay it forward’ to someone, when you are better able to do so.
Why? Because when our actions are purpose filled, we all benefit from the power of lifting each other up.
Register here for Pay It Forward Session