by: Marketing & More [Excerpt] Royale les: website nodig in ecosysteem aan digitale touchpoints? We zijn eerlijk gezegd niet zo’n grote fan van de monarchie. Maar je hoeft niet altijd fan van iets te zijn om er vak-gerelateerde lessen uit te trekken. Zo is het maar net met Trump of de N-VA. Je hoeft het niet met hen eens te zijn om in te zien dat ze vanuit marketing-standpunt best boeiend om volgen zijn. Eerder deze maand passeerde een opmerkelijk bericht…

According to Brian Solis, in a recent interview with Advertising Age, there are ten best practices for marketers to adhere to in order to effectively compete for the all-important micro-moments. The first practice is to “identify key micro-moments and what happens in them: why, where, and how people search for information.”

“Uber believes Japan is an important market, and if it can demonstrate success in Japan, it can go into other Asian countries with momentum,” said Brian Solis, digital analyst at Altimeter Group in San Francisco.

Social media gives people the power to organize and inform, but it’s also frequently used to exhibit narcissism and ignorance, according to Brian Solis, principal analyst at Altimeter Group, a research and advisory firm. Such behavior reflects the uglier side of political discourse, he says.

We’re creating an egosystem – it’s teaching us that we’re centre of the universe. That’s why we feel bad when something we share on Facebook doesn’t get likes. It turns us into accidental narcissists. And we’re also becoming digital introverts. It’s becoming hard for us to call someone. No-one looks forwards to calling customer service.

Customer Experience (CX) is a difficult process, because so many stakeholders interpret CX differently and then prioritize investments and resources accordingly. The IT-Department thinks it’s about technology. The Marketing-Department thinks it’s about omnichannel. The department customer service focuses on contact touchpoints. The Advertising-Department activates experiential events and campaigns. And the executives ask for customer data and make decisions based on narrow inputs and more so cognitive biases.

The Cloud, Mobility, Internet of Things, Everything-as-a-Service along with Cyber Security implications are transforming today’s technological landscape at a frenetic pace. Brian Solis best described this shift as Digital Darwinism, “The phenomenon that occurs when technology and society evolve faster than an organization can adapt.”

Bedrijven die niet meedenken en meevoelen met hun klanten kunnen nooit een goede gebruikerservaring opleveren. Goede ervaringen leveren empathie op. Daarmee kun je pas innoveren, meent Brian Solis.

The following is a seven-part blog series by Search Strategy Marketing on the six stages of digital transformation, originally presented by researchers Brian Solis and Jaimy Szymanski of the Altimeter Group, a Prophet Company.

Solis, Principal Analyst for Altimeter, reports on disruptive technology, writes articles & books, & studies technology’s effect to help people see people differently & understand what to do about it.