What do Norway's Directors
think?
Digital Natives
"They're no longer babies, they've
grown into adults at work"
Five digital trends
Schibsted Media Group highlights five trends that are drivers
behind the digital transformation. "The Internet of Things" is where
physical objects become "smart" as they are linked to the Internet
and collect, send or receive information; "The Democratisation
of Smartphones" involves the proliferation of smartphones; "The
Identified Web" links users to a digital identity; "Advanced Data
Analytics" allow us to break down user data collected; and "Smart
Devices" is all about the technology we use.
CEO Lena K. Samuelsson,
Schibsted Media Group
Be professional
Exciter has noticed how a number of companies falter on their approach to digital platforms. For some companies, they seem to feel
that moving over to digital platforms is as daring as bungy-jumping off a bridge and plummeting towards the ground. Others are
of the opinion that they can manage quite fine by themselves. A
number of companies seem to believe that they do not need new
knowledge or a proper plan and strategy for the work involved.
This tends to result in a somewhat sloppy approach. We have
noted that companies with such a sloppy approach to digital platforms almost without exception get it completely wrong.
"The digital transformation is not
in our future, it is very much our
present!"
The transition from printed communications to communications on digital platforms requires total concentration, in terms of
language, methods of communication and plans for the type of
action you want the recipients of your messages to take. In most
cases, the main aim is to guide the recipient of a digital advertisement to the company's website (recommended when the company
itself owns the website) or a social media site, e.g. Facebook, if you
have a professional company site and personnel ready to respond
to traffic/enquiries.
Those who take a professional approach to digital platforms benefit almost without exception from a significant improvement in
market dialogue.
The digital transformation is not in our future, it is very much our
present! Take it seriously now or accept the fact that your company
will soon fall behind on the market.
Managing Director, Håvard Holmedal
Exciter AS
Hans-Petter Nygård-Hansen
Managing Director
HansPetter.info
We've been talking about Digital Natives for some time now, and
it's interesting to note that they're not babies any more, but have
grown into adults at work.
But how do they impact on our working life?
The digital transformation is all-encompassing. It involves how we
interact, make contacts and work.
Despite major developments in technology, a surprising
number of Directors have still not taken onboard the changes
brought about by digital and social media.
Ironically, it is highly probable that this will not be read by that
many Directors, as there still remains a large majority who
"stake" (their own careers) on the belief that social media and
digital communications are something they can just continue to
ignore.
In February 2013, I wrote a feature article for Kampanje that
I also published on HansPetter.info, in which I vouched for a
change of leadership as an extreme consequence for Directors
who refused to accept digital media. This did not materialise,
despite the fact that a number of Directors should have taken
the option. Their stubbornness is evident today as there are so
many companies and industries currently suffering the consequences of having ignored "the new" communication channels.
FACT BOX
Hans-Petter Nygård-Hansen is one of the foremost consultants in
Norway within digital and social media.
Until recently, he worked as Social Business Advisor for Geelmuyden
Kiese.
”
"It is not the media and
advertising agencies that
have abandoned the printed newspaper, it is the
consumers who have embraced new media."
”
SMFB Director Christian
Steen