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Joel Pember

Joel Pember

May 20, 2015

Putting purpose before technology

It’s my belief that we’ve reached a point whereby we can stop talking tech and just start talking.

We are living digital lives with seemingly ubiquitous media and endless connectivity. We have now reached a point in our digital maturity where the technology, whether that is software or hardware, matters less and purposeful communication and functionality mean more.

Or put another way, it’s now less about the car itself and more about the journey, but ultimately the destination is why you started driving.

Without taking too much of a tangent, even when we look at motor vehicle technology, the car is starting to matter less. Looking at NSW statistics in the 1980’s, four out of five young people under 35 in NSW held a full driver’s license. Fast-forward twenty years to 2009 and the most recent studies showed a decline of 51% of the same sample group with a full license. Of course this is driven by a few factors, including increased accessibility to public transport, but sociologists are saying that the Internet is effectively deterring teens and twenty something’s from going for their license.

“In every other generation, kids had to leave the house to see their friends and now you can do all that online, a car is no longer required.”

If we were to fast-forward another 20 years it’s genuinely exciting and perhaps even a little scary to imagine how young people will be intuitively living their digital lives. For these people the technology will be truly invisible and they will communicate and connect more than ever.

So let’s talk about digital maturity with relation to business today. We must learn to push technology into the background and refresh our previous mindsets associated with words like websites and online to form a new concept called digital strategy.

An effective digital strategy should be a seamless part of your fulfilment process, strengthening your brand by providing improved customer service (or user experience). We commonly use the phrase 'Complement the business, don’t document the business' when considering our approach to developing these strategies.

Successful modern businesses endeavour to purposefully serve our digital lives, this is something we think about with relation to our clients. Typically we start by considering the following; 

?01 – What customer or business requirement? will your digital strategy serve?

?02 – What will the success of your digital strategy be measured by?

03 – Define your target customers / users (there may be multiple)

04 – How would you describe their current motivations and behaviour?

05 – What new behaviour or action are you trying to influence?

06 – What is the underlying message that you are trying to deliver?

07 – Why is this message important in the context of your business? 

So if you’ve answered these and are ready take the next step, drop us line.

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