My recent posts have sparked some real world discussions around two questions:
- If everyone in the future is ‘just doing digital’ what will digital teams be doing?
- And, as best posed by Alison Daniels, “the nirvana where everyone is ‘just doing digital’ may come, but what’s the ideal transition digital team?”
I’m going to explore the first question here and dedicate a separate post to the other one (watch this space!).
The easiest way to explore this question is with a definition of what everyone in an organisation ‘just doing digital’ could look like, and identifying some of the questions this creates.
Everyone is ‘just’:
- creating web content – they’re writing web pages, creating short videos, and posting pictures.
- using social media – through networks like facebook they’re servicing and attracting customers / supporters, through networks like linkedIn they’re making business connections, and they’re using all types of social media to co-create strategies and products.
- building websites – they’re using drag and drop online tools to create simple web pages that ‘do stuff’.
- doing digital marketing – they’re creating (or commissioning) search, affiliate and display advertising campaigns.
So here are the questions:
- How do you manage the quantity Vs quality balance?
- How do you prioritise for the greater good rather than individual interests?
- How do you avoid duplication and cannibalisation where it matters?
- How do you avoid fragmentation and make integration happen?
- What if existing off-the-shelf tools don’t do what you need them to do?
- How do you stop your digital activity looking identikit if you’re ‘just doing’ what everyone is ‘just doing’?
- How do you keep on top of the next new thing if you’re busy doing the day job?
I see the role of future (and perhaps existing) digital teams is to answer these questions. In fact, stepping back, these questions are not too different from those that marketing teams have worked with for a while. So a logical conclusion might be that digital teams will become the marketing teams of the future.
And so we see the rise of creative marketing technologists – this presentation summarises it nicely.
So what do you think? Are you a future creative marketing technologist?