{"id":37455,"date":"2020-05-21T13:37:20","date_gmt":"2020-05-21T11:37:20","guid":{"rendered":"https:\/\/www.getsmarter.com\/blog\/?p=37455"},"modified":"2023-08-11T09:25:02","modified_gmt":"2023-08-11T07:25:02","slug":"3-ways-to-build-digital-into-your-business-strategy","status":"publish","type":"post","link":"https:\/\/www.getsmarter.com\/blog\/3-ways-to-build-digital-into-your-business-strategy\/","title":{"rendered":"3 Ways to Accelerate Your Digital Business Strategy <span style=\"white-space: nowrap;\">Through People<\/span>"},"content":{"rendered":"\n<p>As the internet and smart technology have increasingly become an integral part of our daily lives, so the digital age has reimagined how businesses engage with both consumers and each other. This shift in focus has seen companies scrambling to develop a digital business strategy, often starting too late. <\/p>\n\n\n\n<p>While there has been a lot of talk about technology such as artificial intelligence taking over, according to experts, people still play a pivotal role in any good digital business strategy.<sup>1<\/sup> A people-focused digital strategy is one that moulds new digital tools around the human talent that you have at your fingertips, rather than the other way around.<sup>2<\/sup><\/p>\n\n\n\n<p>People-focused strategies take into consideration how businesses can leverage people\u2019s behaviour, clout, and interests in order to accelerate their digital impact. Just three of these groups are discussed below.<\/p>\n\n\n\n<h2>Early adopters<\/h2>\n\n\n<div>\n            <!-- Responsive picture tag -->\n        <picture class=\"picture-block\">\n            <source media=\"(min-width: 768px)\" srcset=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2020\/02\/Slot51_Q1_2019_line_desktop_970x300.jpg\" >\n            <img decoding=\"async\" src=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2020\/02\/Slot51_Q1_2019_line_desktop_500x278.jpg\" alt=\"\">\n        <\/picture>\n    <\/div>\n\n\n<p>Generally speaking, adoption patterns of a product or service have five types or stages of adoptees: <\/p>\n\n\n\n<ul>\n<li><strong>Innovators<\/strong>: the first to try a product or service, even when unproven to work&nbsp;<\/li>\n<li><strong>Early adopters<\/strong>: the second group to adopt something, usually the most influential group<\/li>\n<li><strong>Early majority<\/strong>: the third adoptees are the first large group, following the early adopters<\/li>\n<li><strong>Late majority<\/strong>: the fourth group are the general population and the biggest adoption group<\/li>\n<li><strong>Laggards<\/strong>: this last group\u2019s adoption of a product or service is generally a sign that it\u2019s entering decline.<sup>3<\/sup><\/li>\n<\/ul>\n\n\n\n<p>Within every market space, early adopters lead the charge in adopting new products or services, and are often regarded as \u2018thought leaders\u2019. Attracting early adopters for your business is the first step in achieving mass adoption. This is because early adopters are considered by the mass population as respectable decision makers who have fully investigated something before embracing it.<sup>4<\/sup> Attracting early adopters is done prior to product or service launches, and businesses can choose to engage and support these early adopters by promoting technical insights and behind-the-scenes development scenarios to encourage them to engage with your brand and to share their thoughts with those who follow them.<sup>5<\/sup><\/p>\n\n\n\n<h2>Influencers<\/h2>\n\n\n<div>\n            <!-- Responsive picture tag -->\n        <picture class=\"picture-block\">\n            <source media=\"(min-width: 768px)\" srcset=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2020\/02\/Slot51_Q1_2019_youtuber_desktop_970x300.jpg\" >\n            <img decoding=\"async\" src=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2020\/02\/Slot51_Q1_2019_youtuber_desktop_500x278.jpg\" alt=\"\">\n        <\/picture>\n    <\/div>\n\n\n<p>Collaboration is the foundation of a good business strategy,<sup>6<\/sup> and this is especially true when it comes to engaging with influencers. With the growing number of marketing tools and platforms available these days, it\u2019s extremely difficult to use all of them as we should \u2013 which is where influencers come in. What originally began as celebrity endorsements has grown with the digital age, giving rise to influencers of all shapes and sizes. Predicted to grow to a $10 billion industry in 2020,<sup>7<\/sup> marketing influencers can range from social media personalities and product reviewers to authors and celebrities. <\/p>\n\n\n\n<p>They\u2019ve become the masters of different marketing platforms and tools, often gaining them huge follower numbers,<sup>8<\/sup> but to work effectively with any of them, collaboration is the key. This is because, similarly to early adopters, influencers cannot simply be bought. They prefer to only market products they believe in, which is why 94 per cent of marketers claim authenticity and transparency is the core of influencer marketing.<sup>9<\/sup> In short, you work with influencers in your industry to have your business promoted to enormous niche audiences that you otherwise wouldn\u2019t have access to.<sup>10<\/sup><\/p>\n\n\n\n<h2>Bloggers<\/h2>\n\n\n<div>\n            <!-- Responsive picture tag -->\n        <picture class=\"picture-block\">\n            <source media=\"(min-width: 768px)\" srcset=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2020\/02\/Slot51_Q1_2019_laptop-typing_desktop_970x300.jpg\" >\n            <img decoding=\"async\" src=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2020\/02\/Slot51_Q1_2019_laptop-typing_desktop_500x278.jpg\" alt=\"\">\n        <\/picture>\n    <\/div>\n\n\n<p>While the debate over whether or not content is king still rages online,<sup>11<\/sup> there\u2019s no question that regular, high-quality content significantly aids a business\u2019s digital presence.<sup>12<\/sup> You might want to work with known bloggers to produce regular content for your business, or you might build an internal team of bloggers to achieve a similar result, but focusing on and investing in the content you\u2019re putting online is crucial. Bloggers help your digital business plans by driving traffic to your website, converting traffic into actionable leads, and establishing you as an authority in your industry.<sup>13<\/sup><\/p>\n\n\n\n<p>Every business will find different types of talent needing to take the centre stage of their strategic digital structures, but it\u2019s important that all three of the above types are able to support and carry your business strategies alongside each other. Whether you\u2019re investing in attracting and maintaining early adopters, collaborating with influencers, or building out a network of bloggers, your digital business strategy needs humans at its centre to be truly successful.<\/p>\n\n\n\n<div class=\"related-programme-block\">\n<div class=\"related-programme\" onclick=\"window.open('https:\/\/www.getsmarter.com\/products\/mit-sloan-digital-business-strategy-harnessing-our-digital-future-online-short-course', '_blank')\">\n    <div class=\"row\">\n        <div class=\"col-12 col-md-11\">\n            <div class=\"related-programme__school-logo-container\">\n            <a href=\"https:\/\/www.getsmarter.com\/universities\/massachusetts-institute-of-technology\" target=\"_blank\" class=\"related-programme__school-logo-link\">\n                <img decoding=\"async\" src=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/uploads\/2018\/09\/blog_related_courses_logos_MIT_Sloan.png\" alt=\"School Logo\" class=\"related-programme__school-logo\">\n            <\/a>\n            <\/div>\n            <div class=\"related-programme__copy\">\n            <a href=\"https:\/\/www.getsmarter.com\/universities\/massachusetts-institute-of-technology\" target=\"_blank\" class=\"related-programme__school-name\">\n                MIT Sloan School of Management            <\/a><br>\n            <a href=\"https:\/\/www.getsmarter.com\/products\/mit-sloan-digital-business-strategy-harnessing-our-digital-future-online-short-course\" target=\"_blank\" class=\"related-programme__programme-name\">\n                Digital Business Strategy: Harnessing Our Digital Future            <\/a>\n            <\/div>\n        <\/div>\n        <div class=\"col-md-1 related-programme__chevron-column\">\n            <div class=\"related-programme__icon-container\">\n                <img decoding=\"async\" class=\"add-btn\" src=\"https:\/\/www.getsmarter.com\/blog\/wp-content\/themes\/blog\/assets\/icn_arrow-circle_right.svg\" alt=\"Read More Icon\">\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n<\/div>\n\n\n\n<div id=\"accordion\">\n<div class=\"card\">\n<div id=\"headingOne\" class=\"card-header\">\n<h6 class=\"mb-0\"><button class=\"btn\" style=\"background-color: transparent;\" data-toggle=\"collapse\" data-target=\"#sources\" aria-expanded=\"true\" aria-controls=\"sources\"> <strong>Click here to view sources<\/strong> <\/button><\/h6>\n<\/div>\n<div id=\"sources\" class=\"collapse\" aria-labelledby=\"headingOne\" data-parent=\"#accordion\">\n<div class=\"card-body\">\n<ul class=\"mx-0\" style=\"list-style: none;\">\n\n<li class=\"mb-4\"><sup>1<\/sup> Sena, P. (Apr, 2018). \u20185 Steps to driving human-centered digital transformation for your brand\u2019. Retrieved from <a href=\"https:\/\/www.digitalsurgeons.com\/thoughts\/inspiration\/5-steps-to-driving-human-centered-digital-transformation-for-your-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\"> Digital Surgeons<\/a>.<\/li>\n\n<li class=\"mb-4\"><sup>2<\/sup> Sena, P. (Apr, 2018). \u20185 Steps to driving human-centered digital transformation for your brand\u2019. Retrieved from <a href=\"https:\/\/www.digitalsurgeons.com\/thoughts\/inspiration\/5-steps-to-driving-human-centered-digital-transformation-for-your-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\"> Digital Surgeons<\/a>.<\/li>\n\n<li class=\"mb-4\"><sup>3<\/sup> (2019). \u2018Understanding early adopters and customer adoption patterns\u2019. Retrieved from <a href=\"https:\/\/www.interaction-design.org\/literature\/article\/understanding-early-adopters-and-customer-adoption-patterns\" target=\"_blank\" rel=\"noopener noreferrer\"> The Interaction Design Foundation<\/a>.<\/li>\n\n<li class=\"mb-4\"><sup>4<\/sup> (2019). \u2018Understanding early adopters and customer adoption patterns\u2019. Retrieved from <a href=\"https:\/\/www.interaction-design.org\/literature\/article\/understanding-early-adopters-and-customer-adoption-patterns\" target=\"_blank\" rel=\"noopener noreferrer\"> The Interaction Design Foundation<\/a>.<\/li>\n\n<li class=\"mb-4\"><sup>5<\/sup> (2019). \u2018Understanding early adopters and customer adoption patterns\u2019. Retrieved from <a href=\"https:\/\/www.interaction-design.org\/literature\/article\/understanding-early-adopters-and-customer-adoption-patterns\" target=\"_blank\" rel=\"noopener noreferrer\"> The Interaction Design Foundation<\/a>.<\/li>\n\n<li class=\"mb-4\"><sup>6<\/sup> (May, 2017). \u2018Why collaboration is no longer just a strategy but key to long-term business success\u2019. Retrieved from <a href=\"https:\/\/www.ctsinet.com\/why-collaboration-is-no-longer-just-a-strategy-but-key-to-long-term-business-success\/\" target=\"_blank\" rel=\"noopener noreferrer\"> Computer Transition Services, Inc<\/a>.<\/li>\n\n<li class=\"mb-4\"><sup>7<\/sup> Litsa, T. (Jan, 2019). \u2018Influencer marketing 2019: Seven key stats you need to know\u2019. Retrieved from <a href=\"https:\/\/www.clickz.com\/influencer-marketing-2019-stats\/223174\/\" target=\"_blank\" rel=\"noopener noreferrer\"> Clickz<\/a>.<\/li>\n\n<li class=\"mb-4\"><sup>8<\/sup> Lee, C. (Mar, 2019). \u201814 Digital marketing influencers you need on your radar in 2019\u2019. Retrieved from <a href=\"https:\/\/www.simplilearn.com\/digital-marketing-influencers-article\" target=\"_blank\" rel=\"noopener noreferrer\"> Simpli Learn<\/a>.<\/li>\n\n<li class=\"mb-4\"><sup>9<\/sup> Litsa, T. (Jan, 2019). \u2018Influencer marketing 2019: Seven key stats you need to know\u2019. Retrieved from <a href=\"https:\/\/www.clickz.com\/influencer-marketing-2019-stats\/223174\/\" target=\"_blank\" rel=\"noopener noreferrer\"> Clickz<\/a>.<\/li>\n\n<li class=\"mb-4\"><sup>10<\/sup> Newberry, C. (May, 2019). \u2018Influencer marketing in 2019: How to work with social media influencers\u2019. Retrieved from <a href=\"https:\/\/blog.hootsuite.com\/influencer-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"> Hootsuite<\/a>.<\/li>\n\n<li class=\"mb-4\"><sup>11<\/sup> Cuofano, G. (Sep, 2018). \u2018Is content king in SEO after all?\u2019. Retrieved from <a href=\"https:\/\/fourweekmba.com\/is-content-king\/\" target=\"_blank\" rel=\"noopener noreferrer\"> FourWeekMBA<\/a>.<\/li>\n\n<li class=\"mb-4\"><sup>12<\/sup> Thursby, T. (Feb, 2017). \u2018Content is king: The greatest lie ever told in SEO\u2019. Retrieved from <a href=\"https:\/\/www.searchenginejournal.com\/content-is-king-the-greatest-lie-ever-told-in-seo\/184504\/#close\" target=\"_blank\" rel=\"noopener noreferrer\"> Search Engine Journal<\/a>.<\/li>\n\n<li class=\"mb-4\"><sup>13<\/sup> Wainwright, C. (Dec, 2018). \u2018Why blog? The benefits of blogging for business and marketing\u2019. Retrieved from <a href=\"https:\/\/blog.hubspot.com\/marketing\/the-benefits-of-business-blogging-ht\" target=\"_blank\" rel=\"noopener noreferrer\"> HubSpot<\/a>.<\/li>\n\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>As the internet and smart technology have increasingly become an integral part of our daily lives, so the digital age has reimagined how businesses engage with both consumers and each other. This shift in focus has seen companies scrambling to develop a digital business strategy, often starting too late. While there has been a lot [&hellip;]<\/p>\n","protected":false},"author":67,"featured_media":40819,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[117],"tags":[125],"article-format":[],"class_list":["post-37455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-trends","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>3 Ways to Accelerate Your Digital Business Strategy Through People | GetSmarter Blog<\/title>\n<meta name=\"description\" content=\"Find out how to take your digital business strategy to the next level by leveraging key people such as influencers, early-adopters, and bloggers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.getsmarter.com\/blog\/3-ways-to-build-digital-into-your-business-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Ways to Accelerate Your Digital Business Strategy Through People\" \/>\n<meta property=\"og:description\" content=\"Find out how to take your digital business strategy to the next level by leveraging key people such as influencers, early-adopters, and bloggers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.getsmarter.com\/blog\/3-ways-to-build-digital-into-your-business-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"GetSmarter Blog\" \/>\n<meta property=\"article:published_time\" content=\"2020-05-21T11:37:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-11T07:25:02+00:00\" \/>\n<meta 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