recent survey carried out by Harvard Business Review shows the reasons why companies have not yet initiated the transformations that the digital era provides and demands.
It provides because at least 70% of consumers up to 34 years old already have a smartphone and half of Brazilians prefer to access the internet through this type of device. requires because 8 out of 10 Brazilians are online at least once a day; the internet is the place where consumers and customers are.
It seems that we are still a few steps behind in defining a strategy in the digital age; before that, we need to overcome some fears.
Fear of the unknown and difficulty in adapting
The first reasons given in the survey were “culture” and “clash with digital culture: lack of knowledge of where to start”. Add to these the “lack of vision”, and we can deduce that all three refer to a lack of understanding of the possibilities of the binance data world, and the inability to adapt to this new reality. Without this, it is premature to think about a strategy for the digital age that will lead to major transformations.
It is interesting to note that “short-term priorities” (the third most cited item) appears as one of the reasons for this. The possibilities that have emerged with the digital age, as a response to consumers’ digital behavior, make it possible to solve short-term problems – generally related to generating leads and new revenue – much more effectively.
The issue of “costs” (another reason given) also seems to be a paradigm, since the costs associated with digital practices are lower than traditional means – especially media costs – and present a much more favorable return on investment (ROI).
Despite being the least mentioned item, “cannibalization of the current business” was also mentioned. However, I am unaware of any industry in which having a foothold in the digital world does not substantially leverage its business.
Strategy in the Digital Age
One thing is already very clear, there is no an underutilized platform for enterprises any point in talking about digital strategy for companies, but only about strategy for the business, in a world in which consumers and suppliers are increasingly digital.
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