Whether you work at a non-profit, association or a for-profit business, your brand MUST lead the way at interpreting your business and digital transformation strategy. Period.
Why? Today's marketplace is hyper dependent on relationships ...and relationships are built on positive, useful, meaningful interactions and experiences. Therefore, l digital tactics cannot be layered on top of the way you have been doing business and call it a day. Even those days have gone!
Now, at a minimum, you have to:
Who you are trying to reach and what motivates them should be your North Star along with your brand defining what that looks and sounds like. Unfortunately, this nuance is where most go awry.
The good news is that technology -- specifically, tools for understanding, relating to and aligning with your audiences -- is leveling the playing field for all industries and sectors regardless of the size of your organization. So, yes, the little guy can absolutely outsmart the big guy overnight without needing decades of proof they are a leader. It's all about the customer, and whomever figures them out the best will lead.
Your starting point needs to be defining your brand. Doing so will help provide clarity about everything ranging from the type of partnerships and offerings you provide (now and in the future) to the type of customer service you provide, tools you use and activate your loyal followers.
This Google article helps shed some light on adopting new data strategies for better marketing.
Google/Purchased, How Brand Experiences Inspire Consumer Action, U.S. Smartphone Owners 18+ = 2010, Brand Experiences = 17,726, April 2017.
Econsultancy/Google, "Customer Experience is Written in Data", May 2017, U.S. (n=677 marketing and measurement executives at companies with over $250M in revenues, primarily in North America; n=199 leading marketers who reported marketing significantly exceeded top business goal in 2016, n=478 mainstream marketers (remainder of the sample).
This is the Gokotta Group's blog.
It is the place for us to make note of changing times, new ways of thinking, and provide examples of how greater impact is being created. It's also a spot we can focus on people. And, occasionally, showcase the type of projects the Gokotta team supports (see "Case Studies" below).