Progressive businesses are looking closely at the opportunities digital marketing offers.
Jon Parker, SPACE Interactive Media Labs, The Interactive Media Centre, is developing a number of sector based workshops to help Brands and agencies better understand the strategic challenges in rich media and online video communications.
I hosted a workshop recently called ‘Dare to be (More) Digital’ for the Greater Manchester Chamber of Commerce (@gmchamber). They are a progressive bunch at the Chamber, but they, just like many other organisations are largely reactive to the opportunities digital technologies offer. They want to be strategic and even transformational.
Their challenge is to migrate along a well-defined digital journey. They want to future-proof their business and ensure the Chamber is as relevant in 20 years as it is today. They are positioning themselves as the default choice for all businesses in the Gtr. Manchester area and beyond.
Maintaining a Focus – On the User
Organisations should always maintain a sharp focus on their customers, members, patients, users, subscribers and never lose sight of who the digital assets are being created for.
The choice of digital assets is crushingly overwhelming. More and more complexity and amazing functionality is being built into everything. But as the complexity increases the acceptance and usability rates fall.
In my humble opinion, for a digital strategy to be a complete success (for a membership/client based organisation) it needs to achieve three fundamentals:
Conclusion
The Chamber is not as reactionary as they first thought (and feared). It is in fact strategic and in the process of transformation already. Their plans are revolutionary and their story is compelling.
‘Daring to be Digital’ and delivering more value to members (or customers) takes more than bravery to achieve. It takes a strong desire to transform coupled with a strong community, access to knowledge and a clear authentic story.
Interaction & engagement is made a lot easier when you understand your customer and you create an experience with them in mind. User Experience (UX) is the DNA of digital.
He who dares wins and all that…
By Jon Parker SPACE Interactive Media Labs
The Landing in MediaCityUK. (@imediaux & www.socialmobileweb.me)
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An award-winning designer who has had work published in the most coveted D&AD annual. Educated to degree level with a BA (hons) in Design. Paul has 20 years in the design industry. Paul brings with…
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