What’s the point in having a different strategy for your digital world than the rest of it? Does your brand offer different products and services online than off? Are your consumers split into those that only go to stores and those locked in their basements on a laptop?
It doesn’t make sense – yet we continue to want a digital strategy, something that tells us what to do online, that rarely dovetails into the real strategy of our brands.
So why is this happening?
When a manager asks for a strategy, he wants guidance, a direction, some set of instructions that will let him know what to do in a world that is confusing, unknown, different. This is because s/he is lacking the experience and the skillset to manage in this new world; the reality is that this is a digital world, on and offline mix – we need strategy for a digital world, and the people that know how to operate in it.
This is the marketer for the 21st century – a blend of technology, creativity, analytics all underpinned by a clear strategy.
To find these people, to train them and to give them the roles to drive success is an HR challenge. So we need a clear HR strategy that will enable us to reach success in a digital world. Finding and recruiting talent for the world of today is the most important strategy you need… in a digital world.
