The launch of Aqueduct's new website is accompanied by a report detailing our latest thinking, titled Only Human, which you can download now.
As a digital agency, this title might seem initially counterintuitive. But our experience from working with clients, along with how we have seen the market evolve, leads us to be surer than ever in one of our core beliefs – that people are the answer to approaching technological change.
However, a belief without proof is often little more than a hunch. So to argue our case, we've sourced case studies, market data, and research from both business and academia and brought them together along the following lines.
Big data needs big context
While much has been said about the power of data to drive success online, the reality is that much of the data-driven marketing technology is used in a flawed way. Irritating display advertising and poor quality contextualisation shows that data used in the wrong way might improve revenues in the short term, but can lead to brand damage when misused.
However, when users are considered as individuals, data can help create excellent customer experiences, from augmented reality apps through to video ads that are tailored in real time specific to user needs and wants.
Communities power conversion
The internet has changed the way customers relate with brands. Rather than simply receiving information in a one-way fashion from companies, people can now broadcast their opinions online and share them with many others. The problem is that for some companies, they have used these new tools in the old-fashioned way, not accepting that social media and review sites are conversational in nature and require an open, transparent approach.
By contrast, brands that harness positive comments and reviews can make real changes to not just the bottom line (hint: reviews increase conversion rates), but also to their relationship with customers.
Transformation is about people more than technology
Digital transformation is a term used by many within business today as organisations look to adapt to the threats and opportunities presented by new technology and its adoption. But as shown in the report, companies that simply acquire technology without putting in place the right processes and the right people actually see a fall in profitability – despite being in some ways 'state of the art'.
Instead, how people work together both within a business and with its partners is the critical success factor that enables businesses to survive in a changing world.
We'd love to hear what you think about our thoughts. So download the report, drop us a line and share your ideas with us. And if you find it useful, feel free to share it around.
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