Digitising Due To The MCO

This article will be about how COVID-19 is changing businesses, regulators, and whole industries. I have been working in Marketing / Advertising for the last 4 years in both agencies as well as on client side. I have absolutely loved my time in Marketing / Advertising as it allows me to connect the dots of an industry and consumer to craft a marketing strategy that best fits the consumer and therefore the firm.

Only the slim minority of my previous clients could do business purely through digital means where as the majority had a hybrid approach of on-ground & digital touch points for consumers. This period has shown that the pure digital approach is the future and even the hybrid approach is outdated. Here are a couple reasons why. 1. Making Your Processes Digital Although the MCO has only been enforced for a relatively short time, the impact to hybrid businesses has been immense. With the government and private financial institutions taking large steps to stop these businesses from collapsing and leading to more economic destruction.

Businesses that have relevancy during this period as well as the capability to bring the consumer through the Marketing Funnel solely through digital channels are able to survive and even thrive during this period. This means for departments such as Operations, Finance, Human Resources, and Compliance to be on digital practices. Think of Fitness Studios doing online and live classes through social media & Delivery Services that are offering deals and promotions for groceries and takeaway meals.

2. Making Your Product Digital There are 3 levels of a product (http://www.marketingteacher.com/three-levels-of-a-product/) Example: Coca-Cola 1. The Core Benefit: Delightfully Refreshing It is the affect it has on the client / customer that provides the value. 2. The Actual Product: An Easily Accessible & Affordable Can / Bottle.

This describes the physical attributes of the product such as it's Design, Availability, and Price to name but a few. 3. The Augmented Product: Being Part Of A Brand & Social Circle This section concerns the non-physical component of a product such as emotional benefits and even warranties.

In this time of COVID-19, a lack of digital integration in your product or service means that your marketing effort as well as business revenues will drop considerably. Yes some services simply cannot integrate digital services such as hair salons or physiotherapists but for those who can, this is the time to evolve your product to the digital landscape. If not for the sake of COVID-19, then for the coming Industrial Revolution 4.0 which will be dominated by Data & Analytics as well as Digital Integration.

3. Making Your People Digital Lastly is to give all levels of your organisation the necessary digital skills so that they can complete tasks and communicate with team members remotely. This can range from basic video conferencing to more technical skills.

Having a workforce with these skills can prepare them and your organisation for the future of work. A remote organisation that can deliver tasks and respond to emergencies through established lines of communication and action.

With the likes of Zoom, Trello, and Google Ads, it should be an easy transition to manage a team and complete tasks all from the comfort of your home.

Conclusion: A Digitally Proactive Organisation If you incorporate digital solutions across your Product, Processes, and People, you will have an organisation setup for success.

However you might think that your industry is built upon human connection and relationships which definitely might be the case. But it is worth it to keep for your business to be no longer viable in the future?

Forcing you to think about these key challenges and not just giving up might help you to innovate and disrupt the industry in a new and value-driven way.