BUAD 477 GUIDE A digital Mindset Culture is the combination of all the knowledge experience beleifs attitudes and meanings of a particular society or group shapes the relationship with our environment and with other people and helps to define our core values core values help shape our mindset mindset day to day perspective on things a reflection of our level of integration into a certain culture ie digital mindset is our level of integration with the digital culture Core values of the digital culture Creativity disruptive experimental innovative Equality non hierarchical flat democratic Empathy responsive receptive adaptive Integrity honest trustworthy consistent Knowledge analytic data driven Efficiency agile proactive purposeful Openness transparent collaborative authentic Unity integrated holistic socially responsible digital culture o Transcends geographic proximity o Is non hierarchical and democratic o Encourages openness connection unity integrity empathy o Speedy innovation and change creativity and efficiency that disrupts and improves systems is rewarded Impact of digital consumers no longer place their trust in traditional advertising and instead rely on unbiased sources such as customer reviews and other forms of online research to inform their decisions businesses need to market themselves and their products differently to adapt to changes in consumer behavior for a digital transformation to take hold the mindset of the individual AND the whole organization must change a constant process that requires a fundamental shift in mindset for its initial implementation and a long term commitment for its continued execution Analog variable physical quantities Infinite and continuous variable Digital non variable finite On or off 1 Or 0 Archetypes of the Digital Culture Digital native often millennial intuitive understanding of digital but they need to learn how to think strategically and translate their innate skill with digital technologies into viable business strategies Digital Immigrant they do not use digital naturally although they recognize the value of digital they often need to learn the strategies tactics and tools for successful implementation Bigger learning curve Digital Alien like digital immigrants these types need to learn about digital strategy tactics and tools Unlike digital immigrants they have yet to see or accept the value of digital in business They think strategically but need to experience the value of digital Digital Integrator what we ultimately want to become Like the digital native have a full understanding of digital technology But they are able to use this understanding strategically for business Digitally integrated organization an organization becomes digitally integrated when the core values and business goals of the majority of individuals who comprise the organization align with those of the organization itself DIO shifts focus from the bottom line to customer relationships and loyalty DIO openly engages with consumer instead of trying to exert control over them Sees customer as an equal partner in long term prosperity DIO instilles greater openness between employees at all levels Empowered Overall DIO encourages open lines of communication and creativity everywhere and shifts the focus from the bottom line to customer relationships and loyalty Drivers of change 1 Driver Internet fundamentally changed how we distribute classify seek out and act on information It has quite literally changed our world and will continue to do so far into the future Changed search brand ecommerce a Internet Sub driver Search search engines provide functionality to the internet allowing users to navigate its vast stores of information to find quickly what is relevant and useful Search engines are equipped with semantic understanding they can recognize the relationships between words and also understand user intent and factor all of this information into search results i SERP search engine results page ii SEO search engine optimizaition iii Search Sub Driver Trend Anticipatory Search beginning to interpret not just what you are asking but why you are asking it Anticipatory search is based on semantic understanding and former personal search history anticipates your wants and needs before you do and then offer relevant solutions b Internet Sub Driver Brand Websites acting as a companies virtual storefront virtual info repository and online distribution hub Brand websites must convert on a number of levels i Brand Sub driver Trend responsive web design brands must ensure that prospects and customers can easily access their website from anywhere and enjoy a seamless user experience regardless of the device or platform they engage Responsive web design eliminates the need for organizations to create separate mobile site saving them time and money Provides a seamless UX c Internet Sub Driver E Commerce ecommerce websites are growing in usage and act as compliment to brand websites Ecommerce sites must also integrate in store social and mobile channels into one unified experience brands with a brick and mortar store must go one step further and provide prospects and customers with an integrated online and offline experience click and mortar i Ecommerce sub driver Trend M commerce e commerce on a mobile device Total consumer engagement over multiple screens as consumers move from device to device 1 Showrooming customers use their mobile devices to confirm features and compare reviews and prices on in store merchandise 2 Near field communication NFC technology encourages shoppers to purchase in store merch with a tap of their smartphones 2 Driver Social social media is exponential in nature and can amplify the reach of an individual or brand exponentially Offers a low cost way to reach people who would not have seen their content or products otherwise a Social Sub Driver Social Engagement engagement pyramid paradigm Which seeks to reach 5 of the consumers that really care about their brands and focus on growing a loyal following from their social networks i Social sub driver trend Advocacy social consumer advocacy is a reflection of the shift in power from the brand to the consumer 1 Social media gives the consumer power control accesss and authority These elements were formerly in the brand s hands 2 Forward thinking organizations are using product excellance customer care and user centric content to develop long term consumer loyalty and encourage consumer advocacy