December 4, 2008
There’s an interesting piece on the Profero site on how companies that have chosen to take digital into their hearts could thrive in the recession:
2009/10 will see the toughest financial period for nearly quarter of a century, but managed correctly brands with an unambiguous, intelligent and coherent digital strategy, the ones that have had the foresight to utilise their digital presence over the last few years to generate a genuine consumer loyalty and create a lasting dialogue, could achieve some relative benefits in the slump and weather the storm better than their purely offline, or less savvy competitors. It’s a big “if”, and it is impossible to say just how things will pan out, but one suspects that the brands that come out of this with the least damage will be the ones who have understood and taken seriously the centrality of digital in twenty-first century life. Those that have chosen to ignore the influence of digital in modern society, whether by accident, an inability to adapt or by design, may just find these tough times just that little bit tougher.