One should not confuse the pervasiveness of digital with its importance to business.
However, what has happened is that some people have come to the conclusion that digital actually is business; it’s as if the only thing that matters is having a great digital strategy and being able to deliver on it.
But measurement is not everything!
I would argue that the greatest threat to most businesses is not being out of touch with digital developments; the greatest threat is losing sight of the business fundamentals. In other words, neglecting the needs of your target customers and the fundamentals of your business model.
I keep coming back to the same questions:
Why should people bother to buy from you when they can buy from the competition?
What makes you different from the rest?
Without a clear customer value proposition, no great digital proposition can possibly win over a slightly jaded and over-stimulated audience.
Don’t get me wrong – I am a huge fan of the power of digital marketing. My businesses are living proof of what digital can do for a business. It just doesn’t matter how cute a digital strategy you have if you haven’t addressed the fundamental needs of your customers.
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