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Word on the Future
May 2020 | ~ 3 min read
Welcome to the 19-th edition of Word on the Future. Thank you for being here with us.
Keywords: business agility; COVID-19; digital marketing
Neon light saying: This is the sign you’ve been looking for
COVID-19 has become a catalyst for change, bringing the future of digital into sharp focus during a period of increased uncertainty. For some B2B companies, this has meant a scramble for stop-gap tactics that will keep them above water until this is over; for others, it has meant tightly integrating their digital strategies to emerge stronger in the future.

As we emerge from the immediate crisis response, it’s becoming clear for some businesses that COVID-19 has forced them to do what successful companies have done for decades.

Innovate at the pace of your customers

Companies with a mature digital mindset understand that digital transformation is the route to more relevant and personalized customer experiences. They know that the customer journey dictates the strategy, and moving at the pace of your customer increases their lifetime value and above all, radically improves their experiences.

Increase the pace of technology adoption

Technology has made it possible for many business processes to keep going in spite of significant restrictions on global movement. As we covered in our last newsletter, companies with existing remote teams have demonstrated greater resilience in the face of these challenges. This is also true for those with flexible digital marketing strategies, and the tools and processes to support rapid shifts in direction and tactics. And if you haven’t considered it already, now is a good time to invest in upskilling your people and ensuring they have the digital skills and confidence to embrace new technologies when necessary.

Adopt platform thinking

For your customers, a platform represents an ecosystem that successfully connects all their needs. For you, it means moving from a linear business model (where you produce something) to an orchestrator: bringing together a number of disparate and often dissimilar services into a shared ecosystem.

We’ll continue to use Word on the Future as the place to discuss and confront the realities of our daily lives today, and hope you’re all continuing to keep safe throughout this period.
Noel Tock
Until next time!
Noel Tock
Partner and CGO at Human Made
Altis Partnership Program
Celebrate with us: We’re delighted to welcome a number of fantastic new service, technology, and delivery partners to our growing Altis partner ecosystem. Welcome Pragmatic, OneSignal, ppi Media, Make Do, and We Are Tilt!
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May 2020 contributions from: Ana Silva, Austin Chan (photo)

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