In recent years, the business environment has faced increasing challenges in reacting and adapting to a society characterized by its ability to quickly change trends, based on the relentless focus on the moment in current global communications channels. Our society now produces in two days more data than we were able to process from the beginning of history through 2003. Every day, new trends in fashion, products, and ideas appear and disappear.
In 15 years, Google was able to eliminate the hegemony of hundred-year-old companies, and signs point toward a future without large groups characterized by their consolidated market position.
The arrival of the internet, and of popular social networks, radically changed how people interact, and narrowed the communication gap between consumers and the brands and/or businesses in which they are interested.
Companies the world over tend to be resistant to change, so they cannot develop the ability for continuous/progressive/constant reaction, with respect to changes that challenge them to innovate in order to maintain close relationships with their followers and customers.
One-to-one marketing has never been more alive and active in the life of companies. However, this was not by chance: businesses understood the importance of internal collaboration, to create multidisciplinary efforts, leveraging the digital transformation, a process that seeks to reinvent the way companies Interact with technology, ecosystems, employees, and consumers. Similarly, the digitalization process is always attentive to the voices that emanate from within and from beyond the company, creating space for employees to contribute their ideas, and opportunities for those who use this approach to grow.
A digital company is one that understands how to reconcile all of these paradigms, not just one that defines its digital strategy based on tools and/or technology in isolation. Without a view of the context, it is impossible to implement cutting-edge technology successfully, because the results will not be perceived correctly.