Digital Marketing Strategist Through Innovation – Why Its Practice Must Mirror a Coral ReefDigital Marketing Strategist Through Innovation – Why Its Practice Must Mirror a Coral Reef
When we research the history of innovation and in what situations it thrives,we find that several types of collaborative conditions support originalities and developments. A recent Harvard Review story story entitled Innovate like a Kindergartner,noted that cooperation was an essential component for innovation. With this in mind,how can we use these optimal conditions to create rich professional experiences and resources for much better digital marketing strategist innovation?
Steven Johnson,in his current book Where Great Ideas Originate from,theorizes that two examples of these environments consist of big cities (metropolitan communities),and the Web. Why? Since various connections are made and remixed in these largely inhabited environments,the result being a sort of hybrid melting pot of ideas and options.
Digital Technique planning needs broad company understanding and digital marketing experience,consisting of company start-up experience. Start-up experience is valuable because of the vibrant fast-paced culture of start-ups,which offers chance to be technically and artistically inventive and financially resourceful (a requirement for numerous brand projects). Start-ups are frequently required to introduce products and services; their little extreme company groups rapidly establish outstanding cross-platform cooperation skills.
So in practice,the digital strategy planning process should mirror the coral reef: an environment where different kinds of information and experience,such as media,ideas,digital and legacy media experiences,company operations,innovation research study (trend and non-trend types),and strategies should be incorporated. Your personal digital strategy center of excellence then ends up being a total resource toolbox for much better and more informative digital options and innovation.
For example,in a healthy coral reef,zooxanthellae can provide approximately 90% of a coral’s energy requirements; this cooperative relationship enables corals’ success as reef-building organisms in tropical waters. Often services do not allow for cross-department cooperation and broad research study during the digital strategy planning stage. The result: the strategist is required to produce a technique report and launch and implement a timeline prior to proper macro and micro research study is total.
An environment that truly supports innovation at the digital strategy level should operate as Johnson suggests,like the “zooxanthellae,coral,and the parrot fish,not competing but working together,borrowing and transforming each others work”,on a micro and macro level.
Collaborative environments allow for ideas to establish,like the Web and the Web do. The Web was established through a collaborative effort of academics and with government funding. When the academic and economic sectors came together,only then might the strength of the Internet/Web originate.
If you take a look at digital strategy from a macro perspective,you will also find that great ideas can originate from great research study into areas such as: a brand name’s history,the competitors,present global trends in a particular niche or broader target market,present digital innovation,customer habits,where innovation trends or non-trends are headed in 6 months to a year,and recognizing and resolving the requirements of clients. All this permits the advancement of ingenious new tools and strategies. By using innovation together with conventional promotions,you also drive new functions,social combination,and strategy.
Functionality feedback (UI/UX),organizational vision,goals,and market chances and efforts are also important to maximize digital investments. The digital strategist must also be versatile and skilled working with a business’s senior management,marketing and sales,and service stakeholders with a goal of understanding their company strategy.
How does an international perspective play into great digital strategy planning?
Great strategy research study consists of intelligence gathering on an international level. For example,understanding present and future global trends in metropolitan centers can establish insights into successful branding,PR,and marketing projects.
In big metropolitan centers there are countless urbanites with buying power. From Manhattan to Mumbai to Barcelona,consumers demand the most recent trends and are advanced and linked through social media. These urbanites are willing to try new products and services,and are comfy with media projects and digital conversations. I am describing metropolitan consumers who have some level of disposable income. Here are some fascinating insights:
For example,here is a current global metropolitan trend that might perhaps impact your brands strategy planning:
” According to Intuit,October 2101,China,Africa and India are set for immense urbanization in a couple of decades. Close to 180,000 people move into cities daily,including roughly 60 million new metropolitan dwellers each year. “
Here is an insight into urbanites’ costs power and habits:
” According to Package,May 2010 study,the typical Manhattanite invests 59% of their $13,079 food budget on dining out,compared to the typical American home that invests only 42% of their $6,514 food budget.”
Now that we have trend research study,how can we use it in our digital strategy planning?
In big metropolitan environments,numerous residents will handle identities that show the city’s culture,changing one’s typical identity from,I am I to,I am NYC,LA,Sidney,or Shanghai. So,if you were to introduce a media project in a large metropolitan environment you may approach it by recognizing your brand with urban-specific products,services,and communications that capture a city’s character.
In August 2010,Starbucks introduced new ultra-premium,single-origin coffees only available (in limited quantities) in city markets such as New York City,San Francisco,Los Angeles,Washington D.C.,and Miami.
In December 2010 in San Francisco,Yahoo! installed digital screens into 20 bus shelters throughout the city. Commuters were provided the chance to play video games with and versus each other. Commuters are provided the choice to relate to one of the 20 preselected communities,and represent one of them as a player. The winner of the two-month contest received a performance by the band OKAY Go,and a totally spent for block celebration. The residual from this is an intense increase in your personal Facebook pals count and Twitter followers!
Lastly,bear in mind that the advancement of the Web was an academic and government-funded job. It took the private sector to make the Internet/Web successful,which gave birth to an extremely effective new medium,YouTube. Some ideas are just ideas; some are useful and can base on their own,while others bring to life more innovation. They originate from individuals in company market/non-collaborative environments such as the programmable computer,and market/collaborative environments,which is how the calculator established. In academic or research study non-market/non-collaborative environments superconductors were established,and in non-market/collaborative ones the computer was created.
So provided these ideas,your personal digital strategy center of excellence should be an environment like a reef,borrowing and transforming itself from different resources and global areas,in order for great innovation to take place.