{"id":586,"date":"2018-10-16T05:48:29","date_gmt":"2018-10-16T05:48:29","guid":{"rendered":"https:\/\/britopian.com\/?p=586"},"modified":"2023-04-17T03:31:35","modified_gmt":"2023-04-17T03:31:35","slug":"brand-digital-ecosystem","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/employee-advocacy\/brand-digital-ecosystem\/","title":{"rendered":"Digital Ecosystem: Connecting Internal, External Audiences, Data & Platforms"},"content":{"rendered":"
Digital marketing is complex and dynamic. <\/p>\n\n\n\n
To win in today’s competitive environment, you must create an integrated digital ecosystem that connects internal and external audiences. In addition, it requires an organizational model to connect disparate people, data, and systems by fostering value creation. By understanding the different technologies of this ecosystem and how they interact, organizations can create a coordinated strategy that maximizes marketing and business impact.<\/p>\n\n\n\n
Digital transformation<\/a> is vital for enabling digital ecosystem marketing. Every global business struggles with scale, silos, lack of resources, software adoption, and disparate data and customer insights. Digital transformation as a business model can help facilitate the connected offerings of several different teams to drive collaboration, sharing of knowledge and resources, and budget. This business model can help foster data literacy, better control of the data, and create new revenue streams.<\/p>\n\n\n\n Enterprise collaboration between digital marketing, sales, customer service, operations, and the field is needed to ensure tight integration across the board. The digital ecosystem also includes external stakeholders, including customers, the supply chain, service providers, and business partners.<\/p>\n\n\n\n Software and cloud technology must be deployed and prioritized when building a strategy for the digital ecosystem. Companies should also think about using artificial intelligence to scale and integrate the tech platforms and how to ensure software adoption. The digital ecosystem involves more than just marketing. While marketing is the engine, the entire organization and technology are the parts that make it run smoothly.<\/p>\n\n\n\n If you’re a Gen X’er like me (or if you’ve seen an episode of Mad Men), you know there was a time when brands had all the power not too long ago. They had a platform where they could say anything they wanted, and consumers had no choice but to listen. And even then, it wasn’t much of a conversation as it was in-your-face advertising. This one-way conversation was a huge revenue driver for companies in that era.<\/p>\n\n\n\n Guys like Don Draper had it easy. They pushed marketing messages, and consumers were forced to listen whether they liked it or not. There was no such thing as market competition, Al Gore had yet to invent the internet, and multitasking on our iPhones was not yet a thing. Consumers rarely questioned the claims made by marketers, and product feedback on Amazon Reviews didn’t exist.<\/p>\n\n\n\n That was the digital ecosystem 30 years ago. Marketers had all the influence but not so much anymore.<\/p>\n\n\n\n A digital ecosystem is a network of interconnected and interdependent organizations, people, activities, information, and assets. Digital ecosystems consist of internal and external stakeholders (employees and customers) participating in value-driven exchanges to achieve business goals.<\/p>\n\n\n\n Today’s thriving digital ecosystems must consider three core elements: people, processes, and technology. Digital marketing channels are layered over these elements, the glue of an omnichannel digital ecosystem.<\/p>\n\n\n\n People include internal staff as well as external customers and influencers. A successful digital marketing ecosystem requires a unified team to combine these perspectives into a cohesive data-driven strategy. Global businesses must also understand how industries and customers change to align their goals accordingly. The digital ecosystem is complex, so integrating teams and creating collaboration workstreams is a core success factor.<\/p>\n\n\n\n Processes help businesses to connect their digital initiatives with business goals. This includes developing and implementing an integrated strategy and omnichannel measurement, data, and reporting infrastructure. Processes can also support how products and services are packaged and messaged throughout each business.<\/p>\n\n\n\n Technologies provide the tools and platforms that enable companies to implement a digital ecosystem strategy.<\/p>\n\n\n\n The connected marketing ecosystem applies a “marketing lens” over the digital ecosystem. It considers more than technology and hints at the B2B buyer’s journey<\/a> in the model.<\/p>\n\n\n\n It’s critical to look at digital ecosystems because it brings perspective on the challenges of reaching audiences online. It also surfaces the opportunities of using other brand stakeholders to participate differently.<\/p>\n\n\n\n The complete digital marketing ecosystem is separated into external and internal factors. Both are important for every organization regardless of the industry.<\/p>\n\n\nWhat is the Digital Ecosystem?<\/strong><\/h3>\n\n\n\n
The Digital Marketing Ecosystem Explained<\/strong><\/h3>\n\n\n\n