(5 votes, average: 3.40 out of 5)
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SinoTech have just announced they are appointing me as their Chief Digital Officer. This is a very exciting new role as I am tasked with developing and maturing our digital offering. We face a very interesting time in the development of digital as it moves beyond a channel. I will be focused on strengthening our digital solutions with our great range of digital services, applications, and products.
More Than A Channel
As digital matures and become more than simply a channel, we need to move beyond the current simple integrated channel approach. Digital represents a watershed in marketing and communications and requires a complete rethink of how, what, and to whom we communicate. Audiences are moving fast, we need to move even faster to make sure we stay relevant and effective.
The New Digital Universe
Our approach identifies a complete digital universe, with channels, products, tools, messages, and audiences all circulating within this universe. This approach requires a more robust solutions model which focuses upon understanding the entire mix while being able to solve business issues and be outcomes driven. Treating channels, products, services, or audiences within digital as discreet entities limits outcomes and often leads to the poor or limited executions and/or incorrect channel use.
