Are you living and breathing digital?

Posted by Tim Chalklen on 28 September 2015

In today’s world every organisation must be digital if they are to succeed.


It’s a bold statement isn’t it and one that perhaps your local corner shop would disagree with, but they would be the exception.  A recent study carried out by Brunel University and Applegate into the way digitisation is driving business in the UK discovered that 98% of all companies now have a website with 63% expecting further digitisation to improve the overall customer experience.

As a digital media agency, we’ve seen first-hand the impact digital technology has had on organisations over the 20 years we’ve been in business. We’ve also had to adapt quickly to these changes so we continue to offer our clients the latest technology available.  This means always learning and always being on top of the digital challenges our clients face.

But what is it that organisations need to do in order to succeed in digital?

We believe the term ‘digital transformation’ has become a bit of a buzz word among the industry but, for many, its meaning is still unclear.  For some it means a whole scale change of an organisations’ digital functionality encompassing people, processes and technology; for others it simply means identifying the gap between where they are now and where they want to be in terms of maximising their use of digital.

If you thought digital transformation was just about investing in new technology you’d be wrong.  You have to live and breathe digital; everyone in the business has to embrace it and conform to the new working culture.  And with more and more devices being embedded with electronics, software and sensors we’re moving into a new realm of digitisation which is again changing the way we do business and exchange data.

The ‘
Internet of Things’ is the term for devices (of all shapes and sizes) being connected to the internet.  This evolution brings opportunities for new digital relationships to develop between customers, users, suppliers, partners, device manufacturers, data handlers and platform developers. 

Nest (owned by Google) is a great example of this; not only does the Nest 3rd Generation smart thermostat create personalised schedules for your heating after a few days of learning your habits, it also turns itself down when you leave the house and allows you to manage it remotely via your mobile app.  In January this year, Nest added another layer by way of integrated support for Automatics Connected Car Adapter.  This partnership enables users of both devices to program the climate of their home based on the location of their vehicle – so no going home to a freezing cold house.

It all sounds incredulous but this is the way digital is heading; we’re moving on from simply a network of computers that allow us to broadcast our products and services to our potential and existing customers, to a vast network of interconnected systems that put the end user at the centre of the digital experience.  In our opinion, delivering these truly personalised customer experiences requires investment not only in digital platforms that are scalable enough to incorporate this new wave of digital interaction, but also in supporting the creation of digital champions who can help everyone within your organisation seize the opportunities that using digital to the full presents.


If you'd like advice on taking the next step in your digital development, call us on 01753 775050 or email tim.chalklen@unified.co.uk
 

Tim Chalklen

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