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Published on 21 May 2019
What does the word digital mean? Does anyone really know anymore? The word has been used and misused for so long its lost its meaning. In Kenya in particular the word was and still is used by politicians and policy makers to impress gullible Kenyans with a seemingly “magical” word that will change their lives. Think about it how many times have you heard someone say digital or use digital to describe their business. So what is it about this name that has everyone doing gymnastics trying to find a spot to fit it into their manifesto, or company profile or brand?
What is digital?
Digital describes electronic technology that generates, stores, and processes data in terms of two states: positive and non-positive. Positive is expressed or represented by the number 1 and non-positive by the number 0. Thus, data transmitted or stored with digital technology is expressed as a string of 0's and 1's. Each of these state digits is referred to as a bit (and a string of bits that a computer can address individually as a group is a byte). If you are not a tech nerd, that probably confused you it also doesn’t seem as marketable as you would want it to be. So to dumb it down further digital means that you fully understand how your audience uses technology to access what they need, at the right time. Technology is everywhere, our phones, laptops, tablets etc. all these were created with the sole purpose to make everything easier. From smart watches, smart TVS and online shopping all these things are made to change how we do business and how we live as well as how we interact with one another.
Thinking Digital but as a business
You want to go digital, you think it is an exciting new way to do business and that’s the way the future is headed so you attempt the digital life. It’s a bit more complex than just slapping the word digital on your company profile or vision and calling it a day. It goes beyond thatand gets into how you do business: how do you reach your target audience and how you interact with them. How easy is it for them to give feedback and how quickly can you respond to them? If you run a business and are looking to do just that, try tapping into the web. People spend 70% of their day online so you can reach your audience by creating web presence and digital content. Social media has made it so easy for people to buy products and sell products and so you can do that for your business. Think about how many stores like Fashion Nova and House of CB have built their entire client base solely by relying on social media to market their business.
Digital content is a great way to get people to know about you and to talk about you. Blog posts,entertainment skits and “how to” articles are particularly popular. People want to be educated and entertained. Your content should represent this need. If it doesn’t do this for them, they lose interest and move on to find something that will. Also make sure that your presence online is aesthetically pleasing, get someone to build a great website that they can go to and make sure that your social media perfectly represents your brand. The devil is in the details so make sure you pick brand colors and font styles that will be synonymous with your brand. And stick to these colors and brands. For example,Coca Cola has a customized font style(Spencerianfont first created in 1850and has undergone several changes to create the font which is now called Coca Cola) that represents their brand. Whenever you see the font you immediately think about Coca Cola. That is the power of branding.
So in summary going digital is understanding the technological tools available to you and using those tools to successfully launch and manage your business and brand. Success doesn’t just happen; we plan for it!