Monday, April 6, 2015

Thoughts on Adopting a Digital Mindset

In their book When Millennials Take Over, Jamie Notter and Maddie Grant devote a chapter on the importance of organizations to have a digital mindset.

While presenting at the Reinders Green Industry Conference, I discovered that Reinders – a regional distributor to landscapers, irrigation companies and golf courses – is rolling out a new digital ordering platform that will help customers as well as the company. In adopting a digital mindset, the digital program represents the largest capital purchase of 2014. And, the company doubled the size of its technology/digital staff.

Going digital has become a crucial decision for businesses and is vital to the future of associations.

Going digital is not just a strategy to reach millennials, it is a strategy to connect with all age groups.

Here are three recent Wall Street Journal stories that highlight the need to adopt a digital mindset:

How Pizza Became a Growth Stock by Stephen Moore
The secret? The Domino’s CEO cites a mea culpa ad campaign, digital delivery and unlikely new markets.
  • Domino’s is also riding the digital revolution. “In a lot of ways we’re really a technology company,” Mr. Doyle says. “We’ve adapted the art of pizza-making to the digital age. Globally, we’re already at a run rate of about $4 billion of digital sales.” He adds that digital drives sales by making ordering easier and more efficient, and saves money on bad orders because customers “take their own orders so they make fewer mistakes.”
  • His goal is to have every iPhone in the world equipped with a Domino’s app, and the company is working with Ford Motor Co. on a voice-activated technology that will let motorists order a large thin-crust pepperoni with onions while driving home from work.
  • The atmosphere at company headquarters feels more like Silicon Valley than a fast-food company. Most employees here are computer programmers and technicians monitoring in real time what people are ordering, how long it is taking to fill an order, and the online complaints and comments that stream in. Their mission is to streamline the pizza-making process from the time the order arrives to when the pie is handed off at the customer’s front door. 
Fears Push Car Makers Deep Into Silicon Valley by Mike Ramsey
  • Four decades ago, Japanese auto companies anticipated U.S. demand for fuel efficient cars and hit the market with vehicles that caught the Detroit Three by surprise, permanently altering the ranks of the biggest auto makers. 
  • Today, the disrupters are bubbling up from California’s Silicon Valley. As software giants and startups rush to make smarter vehicles, established car makers are scrambling to avoid becoming victims of another sea change. The most common response: setting up research offices in the technology industry’s backyard.
Selling Songs for a Song? Making Sense of Streaming by Michael Driscoll
  • How much is one play of a song really worth?
  • Ever since streaming service Spotify AB put a number on that—around seven-tenths of a penny—the music industry has debated whether the figure is fair.
  • “The reality is, whether you like it or not, people are moving from buying to streaming,” says Martin Goldschmidt, co-founder of Cooking Vinyl, a British label that is home to Billy Bragg, the Prodigy, Amanda Palmer and other acts. “It doesn’t matter whether I like it or I want them to. It’s the real world.”
Digital Includes Mobile
  • With the introduction of its new website (which reaches 126.5 million people globally), ESPN demonstrates how digital mindset influences major decisions for companies and associations.
  • Despite that success, ESPN needed to address its growing mobile audience, where it now gets about 60% of its traffic. "In the past, we would create products thinking about your computer screen first, then kind of shrinking them down," said John Kosner, ESPN's Executive vice president of digital and print. "This time around, we started thinking about the experience on your handset and expanded that up."
That’s right, recognizing the change from computers to mobile, ESPN’s digital mindset said “change how our site operates.”

What are your digital strategies? Has your membership (and potential membership) migrated to mobile? Have you adjusted to that switch? Has your entire organization adopted a digital mindset?

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