Social media, email marketing, search marketing and websites are great tools, if the users know how to make the most of them. These tools are here to drive engagement and conversion, but what divide is technology creating in the workplace?
Business dynamics are changing as the digital revolution is embedding in our daily lives. Once when computers improved efficiencies, email changed way we communicate, websites changed the way we display the product, Google changed the way we search, Skype changed the way we communicate, social media changed the way we engage, podcasts changed the way we listen and Netflix changed how we watch TV...
With each has come a learning process and skills development, and on every turn someone has been left behind and others have advanced ahead. Early adoption can come at a cost if it is not utilised correctly, so too - pandering to business fashion and trends can leave you wallowing in confusion.
But today our commitments are divided, firstly between technology and skills development, and secondly the role the Brexit will play in the next few months and years. We are in a divided age where whatever the outcome, our economy is disrupted, our place in the world has changed and our outlook has had to gain a new perspective.
Business has to be prepared to change both in internal operations on the delivery of its product, and externally on how it delivers in the changing market landscape. This is a tiresome and expensive where one aspect is likely to be negated for another due to profit and survival.
Regardless of politics and economy business must survive, and while overnight technology has firmly engrained itself into how we do business, it also allows us to bridge divisions and take a unified holistic approach for greater gain. Technology can bring together the way departments are working to convey a shared vision and mission that connects to the end customer to build the relations that will support business survival - because the there are threats!
Businesses injected with millions of investment are growth hacking the market to build a brand moving at a speed of light against more traditional businesses, leaving them trailing behind, snails pace in comparison.
The industry is now responsible for itself to grow and nurture talent in the business, at risk of a free market and competition, the rise of the gig economy freelancers and micro businesses are servicing one another. Once staff all shared an office space, today they are dotted often in solo offices working in silos.
Efficiencies are immediately lost due to time differences, flexible working, time delays, project management while shared platforms have enabled smarter instant communications.
However culture is being diluted and efficiencies lost for growth due to loss in a shared vision, a vocal point where every employee shares the same results rather than divided by department. The interconnected ecosystem of communications through shared customer or property management systems allows for better service or product delivery if utilised for a common goal.
New technologies also require a change of skills, which are more problem solving, creative and initiative driven. Articulating a shared brand and message across all channels to avoid discrepancies or conflicting campaigns.
While consolidated tech tools will give a business access to the market (not to be mistaken for providing the business) it is skilled and trained people who have to manage the market and tap into the business opportunity - requiring more rounded skill set than specialist qualities - to effectively work as a team to improve efficiencies and grow.
Without these skills business will stagnate or experience a more sluggish growth due to lack of utilization of investments made in the business.
There however are sparks of hope - B2B companies are beginning to educate train and account manage delivering a higher level of service to ensure their products and services are utilised and optimised; when a customer relies on a tool it is hard to move away from, but also the greater a customer's return of investment, the better the revenue per customer for the B2B business.
Therefore by placing the customer at the centre of the business, product can adapt appropriately and provide better levels of service leading to growth in organic growth. Yet, this can't be done - unless business harnesses the technology to communicate effectively to their audience using the channels that are most relevant for their customers.
Knowing your audience, how to speak to your customer and when to engage - is an essential skill - and should invested in before some whipper snapper comes and takes your business away.