How to Elevate Your Digital Business in a World of Flux


Rita Das

Is it just me or is there a new buzzword every year? I remember when AI (Artificial Intelligence) and ML (Machine Learning) were the “it” buzzwords of the time. Fast forward to 2022, the new buzzwords seem to be Metaverse and Blockchain. If this has taught us anything, it’s that our world is in a constant state of flux.

Today, businesses need to be agile and adapt to always changing technology trends to stay relevant and deliver iconic customer experiences. Below are a few tips on how to elevate your digital transformation in this world of constant flux.
Creating Iconic Phygital Experiences

eCommerce has evolved significantly over the years - now it’s not just a nice capability, but it's an essential strategy that keeps your business alive. Consumers are shopping on the web, through social media, and on eCommerce sites at an accelerated rate, and they expect their digital experiences to align with their brick-and-mortar shopping experiences.

The concept of Phygital emerged during the past couple years. According to Forbes, phygital is “the combination of physical and digital for enhanced experiences.” Consumers now want a seamless, digital-first experience across every channel. In response, businesses have slowly started to evolve their tech stack to include analytics and advanced technologies like AI and ML.

This concept is even more relevant because of the recent buzz about new technologies like the Metaverse. The Metaverse is ultimately meant to be a fully immersive, AI-based world that seamlessly blends with our everyday world. Now the question becomes: how long do businesses have to complete their digital transformation strategy before the Metaverse becomes our reality?
Agility in an Era of Digital Evolution

Strategic businesses have learned to be agile in this world of digital evolution. I remember a few years ago everyone was talking about digital transformation, but I really think it’s become more of a digital evolution. To excite and engage consumers in ways we never thought possible, constant innovation now plays a key role for technology companies.

Let’s take the Metaverse - never in my lifetime did I think we would imagine a completely virtual world. Although there is still a lot to work through, companies like Meta have started prototypes for virtual worlds. In these worlds people have already started spending real money to purchase things like property and land.

I recently came across an article where luxury brands like Balenciaga and Gucci launched digital-only products that consumers can only use on their avatars in the virtual world. These luxury brands have shown their ability to move at the speed of culture and future-proof their brand. They have innovated new ways to reach their audiences based on where consumers are shopping instead of just maintaining an in-store experience.
Whose Digital Innovation Strategy is Future-Ready?

If we’ve learned anything over the past decade, it’s that these digital trends will keep coming faster than ever. As a society, we are constantly innovating and looking to the future.

Brands who keep up with these trends will stay relevant and keep their competitive advantage. Some brands are progressing faster than others, but only time will show whose digital transformation strategy helped them come out ahead.


Click here to learn more about moving at the speed of culture, creating an iconic brand, or contact us.

Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

separate channels animation circle t-rex dinosaur square
Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

Connect with an expert
Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

Connect with an expert
Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

Connect with an expert
Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

Connect with an expert