system two

system two
start-up thinking in the enterprise

Friday, 27 June 2008

Getting our heads round the digital channel - corporate incongruence

From experience way less than 50% of businesses are truly engaging in what we might call web 2.0.

Many are struggling with 1.0 and its hardly surprising. What the hell is a folksonomy? And more to the point, how the hell is knowing what one is, going to help me sell more wigits next quarter?

The web landscape is changing so rapidly that even as someone who makes it their business to be informed, I'm faced, pretty much daily, with a new bit of technology or concept I need to get my head round - its bewildering and scary. A lot of senior marketeers appear to be getting left behind.

There are brands, who, like annoying younger siblings, seem to be at ease with the web - Avis, HP, Dell. So what are these companies doing that others aren't?

Well, for one, they've realised the need to re-engineer pretty much their entire corporate structure to take account of what their customers want. They are listening like never before - and that takes courage and time.

A brand I was talking to a couple of weeks ago was convinced that they wanted to talk about being green. I showed them online where people were screeming at them that the environmentally friendly options on their products were buried deep in the menu structure of their machines. They weren't being congruent. Their corporate body was saying one thing but the body language was saying another.

If you're a senior marketeer who wants a daily 5 minute tutorial on the web and how you can use it. I hope you bookmark my blog.

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