More people start their buying process with a google on their smartphone or surf tablet. They ask their social networks online about their experiences and recommendations before they make a buying decision. 8 out of 10 get their information digitally, using social media to filter and customize relevant information and to get rid of disturbing ads . Social media has changed the conditions for traditional marketing campaign , yet companies continue with “business as usual”.
|The new social media ecosystem, the mobility, collaboration in the cloud and lower manufacturing costs are driving forces in the digital evolution.
The new market logic challenges company’s way of doing business. The disruptive technologies provides new opportunities but also challenges.
The organizations actions and priorities is based on idea framed in business and market models adapted for the conditions in the industrial era. Companies biggest challenge when the world is changing are to adapt new references and ideas about company and the customer role in value creation. Today the netvorking individuals demands is much demanding and have a different view of value than many firm understand.
The social media ecosystem provides every individual her own platforms accessible from digital devices. These platforms make her able to collobaborate, communicate and to have impact on a global audience. That means a increased ability to create value for herself. That is a different business landscape than the Industrial Era, yet companies continues with ”business as usual”. The new market logic demands a new way of thinking.
The new social business landscape demands new business and marketing models with a focus on collaboration, open innovation, agility, service marketing and easy consumption exactly when it is requested. The new market logic requires a holistic approach and a Lean philosophy with a focus on reducing waste and increase personal value in the Customer Journey through Lean Consumption. That gives a total better emotionell experience ahead of the competiters. Excellent shared experiences have more impact than traditional push marketing campaigns. Ambassadors shared experiences is the new marketing.
The Network Economy drive companies and organizations to change their approach, culture, organization and processes to be able to survive in a fast paced global business situation. The main driving force and focus in the whole business operation should be continuous improvement of the customer experience journey in all contacts areas to develop competitive advantages.
|Open social collaboration platforms makes it possible to develop shared value together, co-creation, and to navigate in the right direction in a disruptive business landscape together with the closest fans and ambassadors. Read more about it in my new book Social affärsutveckling i Nätverksekonomin #SocialaMedier #NyMarknadslogik.
The book explains with images how the market has changed and how social technology can be used to develop the business through excellent personalized customer experiences. Read reviews on the book.
What people says about the book (in Swedish)