It’s often best for you to come up with a vision that’s compatible with your brand’s mission, because that should be unique to your company. But there is a customer-centric strategy that is consistent with the 4-gears model and connects all the dots along the way. It’s known as the total community strategy, and it involves engaging the true community of your brand on digital channels.
By applying baby steps principle to digital transformation (DT), we are essentially driving the largest possible population as far along the transformation process as possible. We’ve already discussed phase 1 in the previous post of this mini-series. Although we can, in theory, begin the DT journey with the monetization gear (e.g. with mobile payment, IoT, etc.), it’s much easier to start with the acquisition gear (see the previous post for explanation).
As some of you might know, I’ve always had a keen interest in human behavior. Since DT is typically a multi-year project with many stakeholders and complex human factors, perhaps we can apply a little behavior economics (or even gamification) to this transformation process.
Most marketers understand engagement as simply any interaction between the customers and the brand. However, many brands fail to understand one crucial point about engagement; and that is, it has 2 dimensions: both breadth (how many) and depth (how deep).
We introduced the 4 gears model that could guide you through this transformation process. Companies must evolve from the operating norm that only focuses on 2 gears (i.e. acquisition and monetization) to the new model that also focuses on engagement and enlistment. Today, we will examine the 4 gears model in greater detail to reveal the offensive logic for companies to transform their business digitally.
To gain company-wide support for a colossal undertaking, such as digital transformation, it requires that everyone understand why you are doing it. Today, we will examine a defensive reason from a historical perspective, and next time we will discuss the offensive logic behind DT.
At a high level, digital transformation is very easy. It’s simply the adoption of digital technologies to transform your business. So just choose the digital technology you want, and use it to change how your business operates. Done! Sounds easy. But it’s not.
We’ve been told that we are special ever since we were little, but how special are we? But why is our brand experience often identical to everyone else’s? Somehow, in the eyes of big brands, we are just like everyone else.