31/03/’21 – The market is increasingly digital, the year Covid with its restrictions has led many users to go digital and almost without realizing it quickly acquire digital identity and function that are taking more and more steps in online activities, not only commercial but also and above all relational, creating a very new scenario.
Perhaps this, however, had been expected for some time, while our generation organizes space flights and missions to Mars, the everyday world is certainly able to embrace all-round innovation. The company therefore, for its part, must run and keep pace by supporting actions and projects that rely on innovation by interacting with consumers with new functions and habits, able to generate efficiency and therefore also better performances and better resource management.
The scenario is therefore futuristic, more and more we will travel hand in hand with digital, more and more rapid processes will have to be designed, with convergent technology, through clear and useful platforms.
Ma, as always, not everything is downhill:
the company is called upon to prepare adequate strategies and understand even better what its most correct positioning is.
Many companies confuse this with the implementation of e-commerce, which instead is only one of the tools to be used to facilitate the sales process.
The brand strategy and thebrand experience need to be adapted in this new scenario, not just ported to an e-commerce site. The samecommunication it requires a tactical approach made up of well thought out actions in terms of objectives and capabilities, leveraging tools, platforms and digital times, but at the same time working on reasoned actions that keep the company safe from “legal oversights” in the processing of information, contents and above all consumer data.
For some time the company has been managing the consumer trying to find the optimal balance between “thrust” e “protection”, that is, between the use of technologies and tools to promote the image and the offer, build loyalty and “engage” the customer by obtaining as much information as possible, and the need to be part of the complex legal framework for the processing of sensitive data and related protection which inevitably greatly reduces the room for maneuver, at least those desired. Today the massive spread of digitization allows – paradoxically – to simplify this work, thanks to the greater presence in the network of the consumer who has inevitably become more aware and attentive to his identity (and function) digital, but also thanks to the proliferation of many functions and tools that allow you to interact in real time and provide the information necessary to ensure that the user is able to express his consent to become part of a communication context.
The phenomenon affects the big names in the same way (just think of the consumer sector which involves gaming as an engagement and communication tactic, as well as the automotive sector which now offers driving contexts pervaded by digital interactivity) and SMEs. In one case or another, it is essential to plan and design processes, that are not technical or engineering, but provide for a mapping of the market context in which the company must position itself, with a specific role and with simple functions, understandable, that lead to the planned result, that is, the offer of a product or service.
This can be done by carefully working on positioning and branding, thus defining a communication that reflects both of these elements, exploiting innovation and even more digital in the most correct way, also planning the legal aspects in order to offer the consumer the best experience in interacting with the company.
Moral of the story: plan and design carefully.
