Chris Vollmer, Booz & Co. Partner and author of Always On, recently wrote an excellent paper over at Strategy & Business called Digital Darwinism. The paper can be seen as a short (and somewhat updated version) of Always On. But it concisely posits his argument about how digital is evolving the broader marketing environment and how customer relationships are changing because of it.
A particularly useful section discusses the five behaviors necessary in the game of survival of the fittest. They are: 1. Turning consumers in to ‘prosumers” 2. Building bilateral brand experiences 3. Placing context on par with content 4.Mastering the new calculus of communication and 5. Establishing collaboration as King.
I’ve linked the PDF here.
To get it from the Strategy & Business website you have to register (free), which is well worth doing as they have a wealth of insightful reading there.
Filed under: Advertising, Brand, Brand Strategy, Business, Business Strategy, Customer, Digital, Interactive, marketing, Marketing Communications, Target market Tagged: | Advertising, Booz 7 Co., Brand, Branding, Business, consumers, Digital, Interactive, marketing, Marketing Communications, Strategy & Business, Vollmer
