How to create a digital knowledge centre which facilitates your digital transformation and helps you delight your customers.
The way brands are being built is being re-shaped. This is in large part due to consumers’ digital habits; by-passing brands completely and opting for the likes of Amazon, Google or Tripadvisor to satisfy their needs and requirements as the tools of discovery for users.
So what can brands do when their market may be ripe for disruption? Start with why you exist and how you can migrate your offering, through digital transformation, in becoming a brand of authority and trust.
Authority and trust are two key assets brands can build a distinct unique selling point.
For brands that operate in a competitive marketplace, how the brand is perceived to a wider audience can be used as an advantage, in becoming a knowledge centre for your industry sector.
Brands as Knowledge Centres
So what is a knowledge centre?
How workplaces at high-tech social media giants meld work and leisure
According to Edel Mahony's research, from All Systems Commercial Fitouts, there is a new phenomenon called 'Bleisure', referring to the blend of work and personal life, or leisure time and he showcases in his infographic how the big tech giants (Facebook, Google and Twitter) are accommodating this for their workforce through innovative work and social spaces.
Google provide free food for their staff (is this for the staff to work longer hours or to keep them sweet?) and nap pods (for late nights or does a quick nap increase productivity?).
Facebook's 'Bleisure' code is driven to 'change people's thinking' through their work environment by offering cupcake stores, barbeque joints and workable walkways for fast meetings.
Jeremy Myerson, Co-Editor of Time and Motion Redesigning Working Life, sees this new future as the 'new contemporary workforce where the gates never close'.
This may not be…
Big trends in tech and digital are set to change how financial services firms market themselves in 2017.
In many countries, the financial sector is facing significant challenges as new online services are created. In some, such as the UK, the government is actively seeking to encourage new entrants such as the new wave of challenger banks Atom and Modem and the incumbents are seeking to upgrade their legacy systems in order to meet the ever increasing expectations of digital savvy customers.
In this blog, we explore key trends, latest developments and digital innovations and how they apply to both business and consumer markets ranging from established financial services brands and new fin-tech startups to IFA intermediary market.
AdWords changes affecting financial services
Google AdWords and display advertising, often referred to as Paid Search Marketing or PPC, is not new territory for most financial institutions and still occupies an area of critical importance to…
Marketing agencies need to learn from tech leaders
Having spent ten years spearheading one of the UK’s leading dot com companies to digital success, Dave Heath is now shaking up the agency landscape by taking dot com thinking into agency processes.
Dave believes all companies should behave like a dot com; and an agency’s role is to help clients take a dot com approach to gain competitive advantage, especially where technology is core to achieving business goals – arguably in 2016 this is almost every company.
[si_definition title="What is it? Dot Com" description="A dot com company is a company that does most of its business on the internet, usually through a website that uses the popular top-level domain “.com”."/]
Some of the largest dot com companies are undoubtedly leading the field in digital innovation, delivering huge profits as a result.
Dot coms tend to act differently to multi-channel businesses that have added…
A useful model for those looking to bring about digital transformation
The Technology Acceptance Model (TAM) is largely credited to Fred Davis in 1989, when he was part of the Computer and Information Systems, Graduate School of Business Administration at the University of Michigan in the US. This was at a time when computers were being introduced into the workplace and Davis was looking for a way to predict and explain system use both for vendors and IT managers. TAM was designed to measure the adoption of new technology based on positive attitudes towards two measures:
Perceived ease of use
Its foundations lie further back in time when Ajzen and Fishbein (1980) developed the ‘Theory of Reasoned Action’, but Davis wanted an easier to use model, to look at technology at work. Recognised as a leading model in explaining users’ behaviour towards technology, many researchers have subsequently developed and extended…
Use our new infographic as a checklist for planning digital transformation across your entire organisation
Digital transformation is an incredibly complex undertaking, particularly in larger organisations. But given modern consumers' propensity to demand more from brands, it is not optional. Businesses have to become more adaptive and quicker to utilise the latest technology to improve the experience of their customers. If they don't then they'll rapidly find themselves disrupted by more agile competitors.
Too often companies recognise these trends but fail to transform successfully. They start a digital transformation process because they feel like they should, but do not integrate it across departments. Worse, they often focus on attempting to use new digital tactics whilst failing to actually develop a cohesive digital strategy.
This leaves a mish-mash of different systems which can lead to massive headaches when they inevitably either leave gaps or clash. What is more, trying to focus on digital tactics without actually…
How to go about transforming your business in a competitive market
We live in a time of digital Darwinism, an era when technology and its impact on business and society are constant with varying, but inevitable, degrees of both evolution and revolution. The effect of digital Darwinism is real and it’s enlivened though changes in people (your customers, employees and partners) and how markets are advancing as a result. To thrive in these times, many companies are investing in digital transformation to drive business evolution and modernization. In fact, all the big research firms and consultancies from Deloitte to Accenture to CapGemini and also my team at Altimeter Group are dedicating significant resources to study how companies are changing because of digital.
For all of its exposure (or over exposure), digital transformation is relatively young and still developing with much still to understand. For example, in my previous research, I found that…
3 essential steps to kickstart Digital Transformation
Digital Transformation is a focus for many organisations right now and as you can see from the Google Trends search volumes, it's increasing in popularity recently. As with any change within an organisation, there are many challenges (as shown in my previous post on Understanding Digital Transformation), so once you've identified digital advocates in the organisation, it's time to map out the journey.
In recent months, several companies have mentioned to me that their CEO is committed to digital, but they're having challenges at middle management levels, where it's harder to gain commitment. This can be easier if there is a clear plan shared with all. You can, as many do, call this your digital roadmap, it describes where the business is now and where they're going. There are several models available, for example, Dave Chaffey recommends the Carnegie Mellon…
Luke Bilton, Director of Digital at UBM, interviews Claire Hazle of Marie Curie
Claire Hazle, Head of Digital for Marie Curie, is taking the charity through a period of transformation… just don’t call it ‘digital’.
“Digital transformation is business transformation. A business strategy with digital at the heart of it.”
Claire Hazle, Head of Digital at Marie Curie
Speaking at a Digital Transformation conference earlier this month, Claire explained the transformation journey that the team have been through.
In 2012, Marie Curie commissioned a review of their digital capabilities and found they were 3 to 5 years behind charities of a similar size, with talent dispersed across the group with no strategic digital direction to bind them.
The independent report highlighted the charity would face significant limitations to future income if they did not improve the digital channels to make it easy to recruit and…
The 12 key areas you need to get right for a successful digital transformation project.
Transforming digitally is a complex process for companies to accomplish. They must look at how the digital age is impacting their business process and will have to make difficult decisions. The longer a company has been in operation the harder it can be to make the changes required. Newer companies can find the process of digital transformation a less daunting task as they have been created in a digital environment. They can be more attuned to the various factors that are affecting the modern business landscape. Many companies will be somewhere in the middle between these two outlying examples and have various parts of their business already digital but other parts that need more work. If you’re currently considering embarking on the digital transformation process, or if the process is already underway in your company, consider these 12…