Digital by Default

Digital marketing, digital strategy, digital teams, digital transformation. Digital has quickly become a buzzword. But what does it mean?

Digital means different things to different people and without a clear definition, the word will become meaningless. In fact, many are already claiming it is. There is some truth in this view. Yes, digital is a vague term. But it's a necessary shorthand to encompass some complex ideas.

Let’s begin with the term digital itself.

What is digital?

The term digital is a convergence of many technologies and social changes that have led to a new digital ‘reality’.

Digital is the convergence of social media, mobile and the web. Together these have created a new kind of connected consumer.

From a technological standpoint, digital is the convergence of social media, mobile and the web. Together these have created a new kind of user – the connected consumer. Mobile has put 24/7 access to the web, social media and email in our pockets. This power is reshaping their behaviour and creating a new breed of customer, unlike anything we have seen before.

What is a digital consumer?

Digital consumers are a new generation of user and they see the world in a different way. For them virtual and physical have equal relevance. They carry their friends and family everywhere they go via social media apps on their mobiles.

When buying an item they are more likely to consult their network than listen to traditional advertising.

They share everything online and have a different view of privacy. Whether it is choosing a hotel room, buying groceries or identifying a logistics partner. The connected consumer will share and seek advice on their choices. They will stand in a store seeking real time opinions from friends or scan products to see if they can get a better deal online.

They live in a world where the competition are a click away and so they have come to expect exceptional customer service. What is more they are not shy in expressing their dissatisfaction within their network of friends and beyond. This gives them enormous power and they know it. The power balance between consumer and supplier has shifted.

Many consider the digital consumer to be a part of the millennial generation. The truth is that this new digital behaviour stretches from the millennials all the way to the baby boomers. It shows no sign of slowing.

This new kind of consumer is finding and choosing products and services in a completely different way. They are also demanding ever higher levels of service. Unfortunately too few organisations have adapted to meet their needs.

That is why we are seeing a growing number of organisations talk about digital transformation.

What is digital transformation?

Digital transformation is not what many consider it to be. Many see it as an attempt to integrate emerging technologies into business processes. In fact, digital transformation is only to do with technology on a superficial level.

Digital transformation is about meeting the needs of the new digital consumer. This does involve some adaptation in how organisations approach technology. But often it is more about altering business processes, approaches and culture.

Most organisations are configured for the mass media, mass market era. Consumers move through a traditional sales funnel with some digital elements bolted on.

Digital transformation steps back and looks at the customer journey of the new digital consumer. It looks at how those consumers interact with an organisation both online and in real life.

The organisation looks at these different touchpoints. This helps them adapt their organisational structure to service this new flow. These changes are often driven by a digital strategy.

What is a digital strategy?

As with digital transformation, a digital strategy is not about technology. It is a strategy for servicing the new digital consumer.

This strategy needs to be more than a set of vague goals that the organisation wants to meet. It needs to consist of practical ways of addressing the problems faced by digital consumers.

The strategy should focus on concrete actions. These actions should address the immediate issues. But they should also establish processes for adapting to future changes in consumer behaviour. Changes that emerge as new technology continues to be created.

A key component of BMMI's digital strategy covers the role of a digital transformation team.

What is a digital team?

A digital transformation team's role is a very different from the web teams found in most organisations. These are often seen as a service department which implements the ideas of others. They are almost always technology focused.

The digital transformation team far more closely resembles a customer service department. Their role is to service the needs of BMMI's digital consumers. This is not something they can do alone. They need to work with business units across the organisation. They are also champions for the new digital consumer and drive the new direction internally.

Once integrated, it is the digital transformation teams job to research and understand the user. They will be carrying out continual user research. They will also make recommendations for changes based on their findings.

They will be responsible for educating the organisation. Educating them about the digital consumer and emerging digital trends. Their ultimate goal will be to make digital ubiquitous across the entire organisation. The digital teams job is to ensure everybody understands the new consumer and can do their part to meet their needs.

What is 'digital by default'?

In many ways the word digital is misleading. It makes us think of technology, when we should be thinking of people. In reality this focus on digital is a new focus on the customer.

But it is more than just that. This isn’t business as usual. Social media, the web, mobile, the Internet of Things, artificial intelligence and robotisation haven't caused a slight change in consumer behaviour. It has caused a revolution and many organisations are failing to adapt.

Digital by default refers to a shift in organisational culture that seeks to redress a bias towards outdated channels and behaviour.

By transforming, adapting to our new digital reality, we are securing BMMI's position. Digital by default refers to a shift in organisational culture away from favouring traditional channels, behaviours and working practices to prioritising digital ones. It means that we are creating an environment conducive to integrating business approaches and models that are suited to the digital age we all live in.