We mustn't leave out search here though. When someone is ready to buy you need to be found. If you don't exist in a search then you don't exist.
The sense project and the tourism project was fascinating. Being able to understand passenger movement and get a good idea of passenger dispersal patterns dependent on which port they arrived in.
This informs everything from tourism marketing to which roads need more investment.
The following clip provides some key data about social media and the impact it is having around the world.
The Social Media Revolution 2016 | 4.25 mins
So now you have an idea of the impact social media is having the following clip provides some reasons why you should consider adopting social media into your business.
Social Media for businesses | Watch until 1.25 mins
Sometimes it can be hard to gauge what sort of impact marketing is having on your business. Using social media as marketing tool, the following clip illustrates how you can gauge the return on investment when using social media.
Social Media Metrics (4.59 mins) and Analyzing Social Media ROI (3.32 mins)
Obviously mobile ready... but there's been a shift in how you pay for this investment.
Invest in a good site then keep adding on, rather than buy one that's perfect but don't update it for five years. User experience is critical. It should immerse instead of only being a knowledge panel. A website should constantly evolve not something where you buy a new one every four years.
One of the key strategies for organisations to engage with social media is to drive traffic back to their website, where potential customers can find out more detailed information about the product or service they are seeking. The following clip provides some other reasons why a website is important to your business.
The importance of a website for your business | 2.27 mins
I have four areas to smart business. Refine | engage | slight | accelerate.
Intranets are mostly about engaging. Making sure you get a delightful customer experience by ensuring your staff not only know what's happening, but that they feel included and engaged in the journey.
The important thing to remember when developing an intranet is that it must appeal to everyone! Logical for those sorts of people and vibrant for the creatives.
Please watch the following clip that highlights the benefits of having an intranet.
Why every organisation needs an intranet? | Watch until 1.40 mins
So in closing, what does digital mean to business?
Fragmentation - we can no longer reach our audience in one or two ways,
The need to outsource - because it's hard to have all the skill sets for all that fragmentation inside a business,
To have to really plan - because doing all these things without a good strategy that connects everything together is massively wasteful
And we need to think effectively about how we use echolocation to enhance the customer experience - if you don't a competitor could blow you out of the water if they use technology better that you.