Natural Selection in the Digital Era: You Adapt Fast or You Die Fast

August 29th, 2017 |
Kasper Kjerulff

The trend towards digital transformation we've seen the last couple of years is going to move forward at an even faster pace. The digital world is constantly evolving and, alongside it, user behaviour.

We probably don’t need to emphasise the importance of this, but really, it is the most important task of every business right now - to embrace the digital transformation and adapt to the world of tomorrow or become extinct.

Every customer is part of the demand generation in a digital world, and they are expecting brands or businesses to embrace them individually or they will move to a competitor who will. It really is that simple.

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And the good news is...

Some of the brands we are helping are really moving forward at an unseen pace right this moment, as they are experiencing some of the benefits of the transformation into digital business, and across a wide range of industries and at very different stages of their transformation.

This is really good news, because it shows us that digital transformation is not industri-specific, and it shows us, that it is not too late to embark on a voyage into digital transformation, to meet the obstacles and challenges every business will be facing in the near future. But before all sails are set, they will need two key helpers.

They will need the right guides to see them through the process, and they will need the right technology to support modern strategies and audience expectations now as well as 2,3 or 4 years from now, as they will undoubtedly change.

What will clients be looking for in a platform to support their digital transformation?

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Unlimited personalisation and the tech to nail it

Digitalisation is all about personalisation - how the audience wants to be treated. Whether they sign up for a newsletter, write comments on facebook, OR visit a website. They all want to be treated as an individual.

This is why one of the most important tasks of a company in the preparation stages of a digital transformation journey is to make sure that their platform also supports the future demands of their audience. The future is impossible to predict for now, and so are future demands. That fact makes every investment in a new digital platform a high risk investment, because every current decision is solely based on present data and knowledge.

Even if a company have invested in a strategic forecast and is keeping a close eye on digital trends, no one knows what the future brings, and yet that high risk tech investment has to be made if they don’t want to fall behind.

The key to minimise any risk in this dilemma is to look for a digital platform that is built to be rebuilt, quickly and easily, so that the client can redesign it on a day-to-day basis. That way, they will be able to meet the changing behaviours and demands of audiences. Change the look and style of their site, change the CTAs, product information, etc. - in short, everything, fast and easy, just as the audiences tastes change.

The ones who get this right will win the day. Whoever is winning the day, every day, is going to take over the market.

> Read more about how Aesir can help you and your clients win the day

Support great stories about your clients’ customers

You know this and if you have clients they do as well. The “why” is more important than ever. Businesses are selling products, but they are also selling much more than that. Your clients’ businesses are, whether they like it or not, a part of a collective brand identity. Not only their product, but them, as a company, as a story.

If customers love you, they will tell their friends, and if they hate you, they will tell their friends that as well.

What they love or hate is not only a product, but also business philosophies and practices, and how a business chooses to interact with their customers. Think about this - how is your business changing the lives of your customers, and how are you connected with them?

That is why one of the most important tasks in the digital age is to tell great stories about your company and your customers, intelligent and with emotion. Storytellers and content creators need to tell creative and stories that involve their audience. And it is key to their work that they are able to track the performance of their stories and manage the content easily across platforms and channels.

> Read more about how Aesir is able to help your clients tell stories with intelligence and insight into audience behaviour

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Readiness to adapt fast and easy

The habits and expectations of your clients customers change rapidly, and what they wanted yesterday is not necessarily what they want today or next week. That is why the focus of doing business now and in the near future has to be on fast and easy adaption.

First of all, companies have to be able to know and understand how their customers habits and behaviours change. Furthermore, they have to be able to use that knowledge and react to it. Recent studies show that this ability is the biggest concern of CEOs in modern companies.

It is a common problem, because it is hard to spot behavioural changes with the standard analytics tools available. Furthermore, it is just as difficult for many businesses to react on the knowledge that analytics provide and bring the data into action on a day to day basis. You might say that a wide range of companies are going into battle with only every piesce of their body disconnected.

That is why a whole new type of digital technology is expected to change the entire lifecycle of businesses around the world. This technology has one goal, and that is to help businesses grow, with the use of easy personalisation and adaptation, based on data and facts. It is disrupting the digital world as you read this. It is called Aesir and it will change how companies do business in the future.

> Want to read more about how AESIR partners support clients digital transformation?

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