While many companies may view digital disruption as a negative phenomenon, these changes provide smart businesses with new opportunities to engage with customers and to use the information they have at their disposal to better meet customer needs and complete tasks more efficiently.
The Digitalisation Think:Lab, a group of social media researchers, have divided digital disruption is three streams – the digitalisation of communication, digitalisation of consumption and the digitalisation of products.
The digitalisation of communication
Some 37% of all our daily communication was digital and the average Internet user was spending roughly 4.5 hours online. Consider how ubiquitous smartphones and other mobile communication tools have become today and how applications like WhatsApp and Snapchat have grown in popularity.
So, what does this mean for businesses? Well, more and more consumers are embracing digital channels and these channels are their preference when it comes to communicating with brands. They also are better equipped to use this data to meet customer needs.
The digitalisation of consumption
In 2014, 41% of all shopping decisions come from digital resources and people are increasingly opting to buy products through digital channels. A recent study by eBay Advertising found that 87% of people on the hunt for a new car cite the web as a crucial part of their car shopping process. They use the Internet to do everything from comparing prices to reading reviews.
Knowing this, businesses that make the most of digitalisation will ensure that all the information customers need can easily be found online. They will also strategically use social media to showcase what they have to offer.
The digitalisation of products
Sure, things like household robotics, self-driving cars and augmented reality may seem like the makings of a science fiction movie but these innovations are closer than you think. And customers are ready and keen to use them. In 2014, the Digitalisation Think:Lab outlined that 33% of customers already considered digital future technologies relevant to their personal lives.
Customers are asking brands for innovations and experiences that make their jobs and daily lives easier and more efficient. Take, for example, something like augmented reality. Customers can use this technology to test out how furniture would look in their home before they even buy something. This saves them the hassle of buying something and potentially having to return it.
Ultimately, it is the companies that make processes easier and faster that will make the most digitalisation. Those that fail to embrace these innovations will undoubtedly be left behind.
If you want to be a disruptor and not the disrupted, you need to keep up with all the happenings in the tech space. Our monthly newsletter offers useful information on a variety of topics – from digital disruption to cloud computing to telecoms management and high performance business strategy. Want to access these insights? Sign up for our newsletter by completing the form below.