We just finished a study related to digitization and digital presence. The most exciting and potentially disruptive of our findings in this study. Where how companies are developing their dynamic digital presence and automating consequential and related marketing activities. For those who are not familiar with the term dynamic digital presence; dynamic digital presence refers to customizing pictures, articles and such, dependent on the profile of the visitor to your homepage. This is a relatively new technology but available in the majority of the major marketing systems and possible to implement on the majority of the major homepage platforms
Why are a dynamic digital presence and its usage on of our most interesting findings?
Dynamic marketing is a terminology that became relevant around 2016 and is a technology developed by the tech giants to make their services more relevant for advertisers. The dynamic marketing technology enables its users to identify and present relevant digital content, to stakeholders, based on the visitor’s historic digital behavior. Meaning any and all forms for digital behavior; search history and preferences, likes, posts, sharing, family relations, education, professional relations and so on. Allowing a product/service to find its buyer and not relying on the stakeholder’s ability to find the service/product/content on their own.
Dynamic digital presence is arguably a version 2.0 of dynamic marketing. The same technology and data used in classical dynamic marketing can now be implemented on a company’s homepage. Thus ensuring relevant content for any prospect/stakeholder visiting the company’s homepage, and in the process providing the company with ownership to its own data and a subsequently circular opportunity to heighten the company’s relevance for existing and new stakeholders in real-time.
The potential disruption
Companies who invest in and utilizes dynamic digital presence gain a competitive advantage, which is disruptive by default and definition. First of all, a dynamic digital presence backs up any claim the company makes in its other marketing and sales activities by providing any prospect with any description, testimonial or case study it needs “to vet” the original claim. Secondly, a dynamic digital presence provides the company with the possibility to develop their own customer data, by monitoring stakeholder behavior and connecting it to traits, attributes, wants and needs, thus creating extremely well-defined criteria to target new prospects.
Our understanding of this or what we believe it leads to
Companies who develop their dynamic digital presence are able to customize their customer relationship to an extent where it is extremely complicated to break up. As we believe they create rock-solid ownership to their clients ensuring resales and upsales and removing those clients from the market. It is also our belief that companies who invests in and develop their dynamic digital presence. Then utilize this presence to develop their customer data, with detailed knowledge on traits, attributes, wants, needs, economics and behavior. Providing these companies with a powerful tool for market expansion, knowing exactly who to target safe in the knowledge that any visitor will be exposed for perfect content, every time.
Do you want to know more?
Any company that wishes to delve deeper into the possibilities that lies within digitization and digital presence can have a presentation of all our findings and can book it here for free.
Also starting in February 2020 we are developing a new service, a best practice for digitization and digital presence version 2.0. We are now looking for “alpha” companies to help to test our models and assist in service development. Book here for a presentation.