5 Insights to Drive Digital Change

I went to the Forrester Research Consumer Forum in Chicago this past week and came away with some good information and useful insights. I personally prefer to go to non-industry specific conferences to get a broader perspective and see out of industry consumer focused best practices and case studies. In this case, it is clear that customer experience, digital marketing and social media are immutable truths that Rx/Dx have yet to fully understand or embrace. 

Here are a few of the insights I came away with:  

1. Consumers today are like people who live by train tracks and over time have learned to tune out the trains. You have to rise above that. 

2. Hope is not a strategy and will not float your business. You have to have a digital marketing strategy that is endorsed by the senior most person in the organization. In a time when incremental budget is tough to justify; you must be able to make tough decisions and invest in a comprehensive digital marketing plan. 

3. You have to sweat the details of all aspects of your marketing. Gone are the days of a finite set of channels and message. The rise of digital has lead to fragmentation which has lead to increased complexity. You must learn how to deal with it.   

4. Your entire organization needs to understand and be empowered to deliver the best possible experience for the customer. 

5. It is now an expectation and not a pleasant surprise when companies demonstrate that customer-centricity is in their DNA that permeates their products, marketing and interactions. Rx/Dx organizations must embrace this change; quickly. The risk of not changing exceeds the risk of changing. 

Large Rx/Dx organizations must be willing to change and change dramatically. In my opinion iterative change is not be good enough to drive the change that is required to keep pace with today's consumer. No one is too big to fail. 

| www.jlefevere.com | www.thedigitalstrategist.com | If you liked this post consider adding a comment or subscribing to the feed for frequent updates.
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