I was presenting to the CEO of a leading global brand a couple of weeks ago, and was once again starkly reminded of just how divided so many businesses are from the advances in today’s (and tomorrow’s) technology.
One moment we were talking about the fact they still don’t have a cross platform infrastructure allowing them to take content to wherever their consumers are, and the next we were talking about closing the gap and speeding ahead with a technology solution based around Artificial Intelligence. A conversation which leaped around the room; rest assured the irony was not lost on me.
Sat at the table were two generations in ages, yet about six in technological terms.
The fact still remains though, that beyond theory and strategy, businesses across the world are still divided by their operational set up; one half mainly serving commerce and the other, marketing to consumers, and it is in this divide that nearly every client I speak to, struggles to truly step ahead. With one team tracking sales and demand, the other tracking website visits and consumer comments, it’s not surprising really.
To succeed as a brand and truly deliver a holistic experience touching every point of the digital journey a consumer goes on, can no longer be about great content on one side, and a commerce platform on the other… brands must provide the glue in the middle.
I believe this ‘glue’ lies within three key initiatives:
- Board members steering the middle management teams
- The commerce and marketing sides of the business coming together to provide a service that meets in the middle
- Content that differentiates and adds value
I also believe the biggest failure of brands being able to do this, stems from a lack of collaborative belief and belief in collaboration.
In other news, these guys produce super cool content… and this is a cool picture.