Digital- hype or high potential?

I was delighted to be asked to join a panel discussion on a recent CIM Webcast earlier this month entitled “Digital- what hasn’t happened yet- the shape of digital to come?’

Moderated by Thomas Brown, Head of Insights for CIM, the panel consisted of Mark Stuart, Head of Research for CIM, Mark Inskip, Digital Director EMEA, Accenture, and myself in the guise of a B2B Marketing practitioner.

The webcast can be accessed from this link, hosted by Thomson Reuters http://tinyurl.com/33xpsvq.

Whilst there’s no doubt that the online environment will continue to evolve at pace, there are some basic questions that any business needs to ask itself before embarking on a digital engagement programme:

1. Do I have a detailed profile of my ‘ideal’ customer[s]? 

If not, build one and make it personal- give them a name and refer to them in internal meetings and agency briefings.

2. Do I understand the media consumption habits of my ideal customer?

Do I know what they read, where they read it, and how they read it? Are they online? How much, and for what purpose? Which sites and/or social networking platforms do they use, and why?

3. Does my product/service really lend itself to using these new channels for communication and engagement with my target audience?

 I love this cartoon by Tom Fishburne http://tinyurl.com/39m5t9v which I believe should be compulsory viewing for everyone thinking about embarking on a social media journey.

This by no means exhaustive, but unless you answer ‘yes’ to every question, you should stop and reconsider.

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