Business in crisis? Your future with digital looks bright

Price wars, ageing infrastructure and new competitors are three of the biggest factors I’ve seen driving companies to the doors of digital engagement specialists. They’ve done everything they know how, and with little left to lose they call us in to strike out on a new path.

It wasn’t what I expected when I started this digital company. I thought my new creation would be servicing those comfortably ahead of the game who believed in the power of digital and had the leadership and liquidity to champion change.

Not so. Amoeba-like, digital engagement platforms like social, web and mobile are often engulfed and absorbed into existing sales, marketing and communications channels to become indistinct or even invisible. There's not much disruption, everyone keeps their budgets and their departmental headcount: more of the same, really.

But when companies hit a crisis point, change as a threat morphs into a promise. “We’re wanting a digital strategy because we can’t carry on as we have been,” they say.

It’s not all pain, though. All our clients have hidden value that only digital can unlock fully. For example partnerships are strengthened by digitally extending brand reach and value propositions beyond physical boundaries. New B2B opportunities are secured using B2C engagement. Product movements are tracked down to store and shelf level with consumer demographic match.

I’d hazard that there isn’t a company out there that doesn’t have a crisis in its business; even those that are hugely successful could be wondering “what do we do next to win new customers and keep them happy?” Technology developments are empowering customers more and more every day. Companies that engage digitally with their markets consistently and meaningfully will profit from the organizational changes that will inevitably follow.

But don’t let success make you complacent. It’s preferable to start a digital engagement journey when you’re well down the road of success, than to wait for the wheels to wobble.