The Impact of Digital on Working Methods & Practices – Part I

01 Oct

With the development of science and technology, not only our live have been changed a lot, but also have had a huge impact on digital working methods and practices.

Because of the Digital Marketing class at NYU, I have a great chance to learn more about the workflow of digital marketing and how it helps marketers to interact with consumers as well as to promote the products and services more efficiently.

  • Design thinking- User Experience

The core elements of design thinking are solving problems creatively to provide solutions that put humans and good user experience first, start with an understanding of goals, including customer, user, stakeholder, and business goals and create win-win outcomes are ethical, purposeful, pragmatic, and elegant.

People or companies who get user experience and design will likely create a more successful product than one who does not. It’s not just because a great user experience makes a product more enjoyable and ultimately fun to use. It’s because this type of design thinking and understanding of the customer seeps into every other aspect of the product. For example, the future of social media is about deeper integration into the overall experience someone has with a brand online, this definitely includes everything from the brand’s domain to customer service calls and online communication, to sharing in social networks and offline events. For professionals in the industry, this will mean learning to dig deeper than simply “joining the conversation” to developing the necessary skills to guide web processes and strategies that accrue to achieving real business goals. This means creating processes and workflows and creating cross-functional teams to create truly integrated projects and programs.

Therefore, I believe that design should be based on the solid user experience research including audience analysis, usability testing, focus group, online research, competitive analysis, and data analysis gathered from sales reporting, web analytics, user feedback, etc.

  • Marketing as Service

Marketing as a Service (MaaS) is a unique organization that is built to align perfectly with the growing organizations of today. MaaS provides an entire marketing function for each of its customers. Business marketing is changing rapidly becoming more complex and sophisticated, creating both chaos and opportunity.

The social media and marketing agency that helps clients make more out of less by transforming communications into “Marketing as Service”. Actually, The idea of marketing as a service is not new, it has nonetheless recently been attracting the attention of marketers where creative technologies are being increasingly used.

The core idea of this concept is that “Action speaks louder than words”, providing services with added value are far more effective than speech alone. Nowadays, the development of technology, especially digital technology makes it easier to turn creative ideas into real services. There are a few examples of this previously such as “go running” clock by Nike, or a very useful widget by UPS.

As a result, the relationship of marketing to technology is quite clearly shifting. Technologies that used to be solely creative tools for marketing campaigns or mediums for delivering marketing campaigns are now becoming the core of marketing itself.

  • Agile and scrum methods

The agile methodology is a direct response to the dominant project management paradigm, waterfall, and borrows many principles from lean manufacturing. Of all the agile methodologies, Scrum is unique because it introduced the idea of “empirical process control.” That is, Scrum uses the real-world progress of a project, not a best guess or uninformed forecast — to plan and schedule releases. Scrum is an agile framework for completing complex projects. Scrum originally was formalized for software development projects, but works well for any complex, innovative scope of work. The possibilities are endless. The Scrum framework is deceptively simple. In Scrum, projects are divided into succinct work cadences, known as sprints, which are typically one week, two weeks, or three weeks in duration. At the end of each sprint, stakeholders and team members meet to assess the progress of a project and plan its next steps. This allows a project’s direction to be adjusted or reoriented based on completed work, not speculation or predictions.

Philosophically, this emphasis on an ongoing assessment of completed work is largely responsible for its popularity with managers and developers alike. But what allows the Scrum methodology to really work is a set of roles, responsibilities, and meetings that never change. If Scrum’s capacity for adaption and flexibility makes it an appealing option, the stability of its practices give teams something to lean on when development gets chaotic.

Generally, Agile development or adaptive development methods are designed for people who are focused on achieving customer satisfaction through the development of an entirely functional software application throughout its production process. Scrum is an iterative and incremental agile software development method for managing software projects and product or application development. Scrum has not only reinforced the interest in project management, but also challenged the conventional ideas about such management. Scrum focuses on project management institutions where it is difficult to plan ahead.

There are more contents about the impact of digital on working methods and practices, to be continued…

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Posted by on October 1, 2012 in Digital Marketing


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