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Communications & Marketing


thinking, and without access to the right technology, the marketing and sales efforts of traditional businesses were essentially suspended until further notice. We had been forced, kicking and screaming, into a new age of market economics, and there were casualties aplenty. That’s the thing about black swan


events. By their very nature, we can’t predict them with any accuracy. For our purposes, they exist in a realm of their own, with no indication of their impending approach. The best analysts in the world can only talk about them after the fact; and, as a rather unhappy extension of this thought, that means the next one could be right around the corner, creeping up on us as we speak. This leaves businesses with two options to mitigate their effect: invest in the right technology, and use digital channels to build lasting relationships with their customers. All of this requires a step change in the way businesses think, feel and act.


Henry Ford once said, “A man


who stops advertising to save money is like a man who stops a clock to save time.” Today, we could say, “Those who build their businesses without a digital foundation build them on shaky ground.” Both sentiments are true. The fact is, digital platforms and


Feature


digital marketing have become the two most important facilitators of modern business. Data is the new gold, automation is the future – we hear these platitudes daily, but not often do we do something about them. Recent times prove to us once


and for all just how fragile we are unless we move with the times and build something lasting, with real value to our customers – and to build it where they actually are. So, has Covid-19 rewritten the


business rulebook? The world certainly has the potential to look dramatically different. Businesses dragging their heels


over digital transformation have been cruelly exposed. Those who put off putting systems in place to allow staff to work flexibly from home, for example, will need to adapt fast to survive. Decentralisation of staff, and the cost-benefit ratio of a physical office, is sure to come up for scrutiny, as is the intangible value of your brand to your audience. They say that, “in a crisis, we find out who our true friends are.” This is also true of our customers.


With the right technology in place, and the right strategy and most importantly – the right mindset – you can set your business up to adapt and thrive regardless of external conditions.


May 2020 CHAMBERLINK 57


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