Organizing for the Digital Customer Journey
Organizations in B2B and B2C increasingly need to organize for the digital customer journey.
It’s no secret that the buying behavior of customers is increasingly influenced through digital content consumption and digital interactions using smartphone apps, tablets, social media and now als wearables.
Baby boomers, generation X and millennial spend more time consuming content, up to 20% hours a week, according to a new study “The Generational Content Gap”, in which Fractal and Buzzstream surveyed over 1200 people about digital content consumption.
Companies need to respond by understanding this digital behavior, and rethink the organization. Internally, and externally. From a marketing perspective this requires a different type of marketing.
I usually call it modern marketing these days, because it’s difficult to cover this subject in a couple buzzwords.
But it boils down to:
- applying modern digital marketing tactics,
- a culture of digital optimization,
- building a digital marketing technology backbone, and finally…
- a new type of organization with new digital roles in the marketing department.
That’s a lot of change. Where do you start?
What is the initial spark that sets this change in motion?