I was recently with a major client and their writing team reviewing content plans for 2016 when the D-word – digital – came up.
Everyone agreed it’s a catch-all buzzword that can mean almost anything to anyone. But one of the participants –former Gartner EVP and Head of Research Bruce J. Rogow — had a new and interesting take which he fleshed out with a presentation of his concept of Digital Enabled Businesses.
His take on “digital” helps clear the air because it focuses not on the technologies that make something “digital” as on what digital means to people and organizations. Rogow, now Principal at IT Odyssey & Advisory, calls it “old IT” and “new IT”
Brave New Digital World
Think of “old” IT, for example, as directive in that companies dictate which applications their employees can use and how they use them. These applications may be old and ugly, but they’re generally proven, stable and secure.
“New” IT, on the other hand, tends to be more elective and collaborative, with companies having to adapt to employees choosing their own devices and customers sharing buying tips about their products on social media. The user’s experience with your Web site or applications will often define your brand for them, making their performance over multiple platforms critical.
In short, “digital” is not so much about technologies (though elements such as software as a service, Big Data and the Internet of Things play major roles) as about ways of thinking and ways of working.
He also had some interesting and sometimes snarky comments on “digital” startups. For example, they tend to run on OPM (other people’s money) without the rigorous need for short-term returns as in a traditional business. They’re also often founded by people who would be run out of traditional organizations for their non-conventional behavior.
His findings ring true with similar comments I’m hearing in recent “digital” messaging work with other clients. When I press them for a definition of “digital” they say things like “The customer is in charge,” “Making transactions easy and even delightful,” “Anticipating the customer’s needs” and “Providing a consistent, smooth experience across channels such as phone, online and in person.”
What does this mean for IT content marketing?
Digital Messaging Tips
- If you’re putting a big bet on “digital” be ready to invest for the long haul. Rogow says becoming “digital” is so complex it may take many traditional players as long as 15 to 20 years.
- Going “digital” implies fundamental changes to business models, staffing, financial management, sourcing and corporate culture. Address and even highlight these issues in your marketing collateral. This makes you look smart by alerting prospects to these hidden obstacles.
- CEOs are, he says, profoundly skeptical about what they see as past bogus promises from IT and want to see real results. Be specific in your digital story and back up your claims with real-world results.
The more your competitors bore the market with airy “digitization” promises the greater an opportunity you have. Sell your digital story not with technology buzzwords, but with compelling stories around how “new” IT enables customized, easy to use products and services that create and dominate entire new markets.
And don’t stint on talking about the messy “people” side of going digital. Based on Bruce’s savvy insights based on conversations with dozens of CIOs, that’s where much of the “digital” battle will be won or lost.
Filed under: Content Marketing For IT Vendors
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