Blog Insight

Thriving in a Digital World

Your business runs on a digital infrastructure, of course, and no doubt you use digital tools on a daily basis. But when was the last time you stopped and asked yourself this question: What the heck does it mean to be digital?

Digital doesn’t just describe the technology. It’s a way of life. For your customers, it describes the way everything they experience is connected and immediate. For your business, it describes the way you measure, learn from, and improve performance. And that’s why smart brands are embedding digital into the DNA of their business.

To truly transform for the digital age, we at The Garrigan Lyman Group (GLG) focus on three basic strategic tenets: differentiation (who you are), attention (how to get it), and interaction (how to keep it). 

To this end, I’ve put together a few guidelines that have helped our clients thrive in hopes that they’ll inspire you.

Be unique . . . but be consistent.

There are two game changers for brands in the digital age. First of all, the more competition there is, the more difficult it can be to stand out. Especially for legacy brands whose success has shielded them from having to differentiate, locking into what makes a brand unique can be a tough process. It also takes seeking out different perspectives from key people throughout your organization and building consensus.

But it’s just as important to establish consistency—from the boardroom all the way to the sales floor. Everything is connected, remember? Everyone in the organization is a mouthpiece for the brand, and everyone needs to understand, internalize, and be able to clearly express it to consumers, prospects, and even potential hires. When differentiation is on point and employees are aligned, customer loyalty and brand affinity start climbing.

Take risks to get clicks.

It’s no secret that attention spans are shrinking. But the need to bring new products, services, and ideas to market just grows. So how can we maximize every bit of attention from the target audience—and grab more wherever we can? Data is, of course, part of the story, but data alone won’t cut it.

The practice of collecting, collating, and visualizing data needs to be met halfway by a culture of learning, of risk taking, and of experimentation. Whether trying to reach a new audience, build awareness, or generate leads, being digital means trying new things that can be measured and optimized throughout the sales and marketing lifecycle.

Inspire something real.

Digital doesn’t mean less real. In fact, meaningful, memorable experiences are the lifeblood of the digital world. As the options consumers have multiply, it becomes imperative to give them innovative experiences that are tailored to their interests and mindful of their needs. Brands have been talking about customer-first approaches since digital was in its infancy. We’re finally getting the technology in place to make that a reality.

But again, it’s not just about technology. It’s about the honest desire to seek out customers where they are—which often means where they are in control, not us—and learning as much as we can about them. It means being open to ideas and truths that may be surprising. Wherever that leads, it means seeing how the brand’s unique qualities can create connections that last.

Find the right partner.

No brand can do all this alone, of course. So the question becomes: Is your agency able to recommend tailored strategies to help you thrive in a digital world? As a strategic digital agency, GLG has a 360-degree perspective that helps brands differentiate their story, capture more attention, and inspire loyalty through amazing experiences. We’ve been making connections for 25 years, and we’re excited to see what the next 25 have in store.