Decisively Digital: From Creating a Culture to Designing Strategy by Alexander Loth

Author:Alexander Loth [Loth, Alexander]
Language: eng
Format: epub
Tags: Business & Economics, Strategic Planning, Structural Adjustment, Industries, Computers & Information Technology, Information Management, political science, Political Economy
ISBN: 9781119737292
Google: YJgwEAAAQBAJ
Publisher: John Wiley & Sons
Published: 2021-05-28T00:04:20.687522+00:00

I have a simple rule of thumb that has been tried and true through every digital marketing strategy for every company, every client, and every team throughout my career. It has two parts, and it has never let me down: It is always about the customer, and first do no harm.

From a visual representation standpoint I use both a circular/flywheel and a linear representation of the customer life cycle, depending upon how I am using it (see Figure 16.1). For interactive whiteboarding exercises when mapping elements of a digital experience, it's easier to map activities to a horizontal line. However, for time-sequencing a customer demand experience, the circular visual better captures the flywheel effect. The point is not to get hung up on the visualization, but focus on the moments that matter in the customer experience.

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