At the start of every New Year, media outlets, bloggers, and pundits share their predictions for the coming months. In the marketing world, they've been calling for a "post-digital world" for the past 10 years. As 2016 charges along, I'm eager to see more examples of companies entering this post-digital era.In this post-digital world, digital marketing activities are no longer treated as separate activities and instead merge with traditional marketing approaches to build new business models for success. This integrated approach is necessary now as digital marketing silos create their own brand visions and inconsistent messaging to customers.
Tomorrow, I'll be attending Gartner's Digital Marketing Conference in San Diego where analysts will discuss tips for marketing success and offer insights on how to execute for the road ahead. I plan on looking for examples of companies that have successfully broken down their marketing silos and operate their marketing organizations with a digital first, integrated mentality. Meanwhile, here are my three tips for creating a post-digital world that works.
1. Put Digital First
Digital is an intrinsic part of how consumers interact with businesses so rather than treat digital separately as a promotional channel, all digital activities, including social and mobile, should be central to building relationships with customers. This requires centrally locating digital innovations as the hub of all marketing and customer experience efforts.
2. Restructure Your Organization
Marketers must approach marketing in a post-digital world in a more integrated way. That starts with integrating employees across the marketing organization, as well as giving IT and customer service a seat at the table. Everyone needs to be working together, meeting regularly and planning campaigns as a team to drive seamless customer experiences and relevant messaging.
3. Tear up the Funnel
It's no secret: The traditional purchasing funnel is dead. Customers shop and make buying decisions in a non-linear fashion. So it's time for organizations to structure their strategies to match that non-linear approach. This requires organizations to be responsive, scalable, and able to reach customers at any point in their buying journeys with the appropriate offers or messaging. This type of one-to-one responsiveness and agility is only achievable in a post-digital world and is essential to business success.
How are you working to build a post-digital organization?