In recent years, countless meetings have taken place to determine the online strategy of companies all over the world. Just about every company has asked itself what role it should play on social media. This is a key discussion that’s becoming even more important with every passing day.
Unfortunately, the participants in this kind of brainstorming session tend to lose sight of the essence of online success: 90% of a company’s online success depends on its offline behavior.
The marketing organization of the future will be very different from the current structure and culture. The classic model, in which a marketer entrusts a single advertising agency with all communications, seems outdated.
Consumers will become more demanding in the future. Within a few short years, the technical possibilities will be within every consumer’s reach. This will heighten expectations toward companies and consumer tolerance for bad products and service will become all but non-existent. Also, the initiative to come into contact with a brand will reside entirely with the consumer since technology will make it increasingly easy for consumers to shield themselves from commercial messages. On social media, too, consumers only wish to be linked with a limited number of brands.
As a result, companies will have to invest heavily in three dimensions in the years to come:
For many companies, 2020 acts as a symbolic deadline, with many strategic plans working towards that date. Everyone is convinced that the face of marketing and entrepreneurship will have changed profoundly by the time 2020 rolls around. Based on my discussions with experts, literature and my personal vision and experiences with customers, I have compiled an overview of what marketing 2020 might look like.
This blog post summarizes the main elements of the presentation.
Read more »A digital strategy does not equal a Facebook strategy. Too many people place Facebook (or Twitter) in the heart of their digital approach. Facebook is great, but should probably not be the centre of your digital infrastructure.
Many managers wonder how Facebook likes bring in additional business. It is a valid concern to question the impact of likes on business results. Digital objectives should always be linked to business objectives. To build a bridge between a digital strategy and a business strategy, there are five dimensions to include in your digital infrastructure:
We all like to think strategically. So do I. Naturally, a company should always devise a well-thought-out strategy and stick to it. Once the strategy is decided, though, it is time for action. Companies usually elaborate several major projects to implement the strategy. That’s also necessary and I’m all for it.
Still, there’s something else that’s often forgotten: making a list of ten details that symbolize the implementation of the strategy. More and more, I’m starting to believe in the impact of small, tactical but symbolic things to tweak the way a company is positioned with customers and its own staff.
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