Simon Smith, our European Head of Digital, has a mantra--“Everything is digital." He also believes that “Digital is the most misunderstood word in business today.”
In 2011 we surveyed more than 800 companies about their digital strategy. Some 16% described their company as "digitally inactive." And of those who had a digital strategy, two-thirds confessed to implementing it in a fragmented way.
Here’s an overview of why--and how--you should catch up and build success in our post-digital world.
RECOGNIZE THE NEW POWER DYNAMIC
Digital media have triggered profound shifts in consumers’ interactions and relationships with businesses. The language of B2C and B2B is no longer relevant. At Interbrand, we use the terms business and consumer (B&C) and business and business (B&B) to describe how businesses and consumers now work together to create brands. And for brand, read: business.
Consumer-created content and conversations are driving organizations’ image, reputation and bottom line. This represents a significant shift in dynamic. As consumers become increasingly influential, businesses are becoming less powerful....