Brilliant Reads: the birth of Continuous Development and enabling customer-focused marketing

Welcome to Brilliant Reads. This week we’re discussing the power of connecting your Internal Comms and HR teams, integrating essential skills at board level and the importance of keeping your company customer-focused.

Creating a customer-focused mindset

By now we all know the importance of technical skills for the future of our businesses. Yet a truly modern marketing organisation will need much more to survive. Alongside these technical skills you must instil the correct mindset, specifically a customer-focused one. Modern marketing must be looked at as a set of principles that put the customer at the centre of everything the company does. This can be broken down into three main principles:

Customer centric – the customer must be the focus in everything you do

Holistic – you must have knowledge beyond your specific speciality

Agile – you must be innovative and strategise effectively to create a personalised experience for your customer.

This is one of the main tenants that Brilliant Noise lives by and integrate into our business strategies. If you would like to discuss how we can help shape your company’s mindset into a truly modern one, get in touch

Why modern marketing is as much about mindset as technical skills
Econsultancy, 3 mins

A digital transformation timeline

Digital transformation is a common subject in marketing circles. With companies trying to adapt to a rapidly changing digital world, digital transformation is at the forefront. But how did we get here? What made digital transformation such a hot topic? Where is it headed?

In this article our senior digital strategist Lou walks us through a history of digital transformation, its current status and the possible future. By looking into the elements that actually drive digital transformation you can create a clearer picture of your current transformation state. You can find examples of some of our digital transformation success stories here.

A brief history of digital transformation
Brilliant Noise, 4 mins

Building skills across the board

Having digital skills knowledge throughout your organisation seems an obvious business factor in 2018. Yet the latest Digitisation on Boards report shows that just 5% of board members in non-tech organisations are digitally competent. By not having this competency at board level makes it difficult for organisations to stay up to date with market changes and even cyber security threats.

However, the problem runs deeper than just the technology aspect. Lacking digital competency on the board also correlates to an absence of diversity. This causes a lack of inclusion in thoughts, innovation and ideas. Boards that embrace diversity and build digital skills at the top level give themselves a huge advantage in the modern operating environment.

The lack of digital skills at board level is hurting organisations
Information Age, 5 mins

Bringing Internal Comms and HR together

A recent report from the VMA group has revealed the shockingly low rate that Internal Communications teams rank their organisation’s use of digital and social media channels. 70% assess it as poor or average. This is tied to a lack of skills development, planning and measurement in IC teams themselves. This raises concerns as to whether IC teams have the skills to cope with the rapidly changing digital age.

Alongside this, employee engagement also takes a hit when staff aren’t given adequate skills to use digital and social media channels effectively. Causing employees to feel out of place and lose motivation and interest in their jobs. By ensuring your teams have thorough training you equip them for success and a feeling of value in their role. Bring IC and HR together to work closely, creating a net of support and communication between managers and employees respectively.

Inside Insight report shows better integration between HR and Internal Comms
Communicate Magazine, 2 mins

The new agile methodology

In 2001 a new way of working was born, titled: Agile. This process made customers the focus of product development, pushed for prototypes and generally increased project pace. Agile revolutionised how business strategy and process were made and executed. Now we may be on the edge of the next great methodology, Continuous Development. Much like Agile it started as a software development method, updating software continuously and quickly rather than one large batch.

Business leaders should take note of this new methodology as successful implementation will lead to:

Faster time-to-market

Continuous experimentation

Fixing errors fast

Maximising engineering productivity

Continuous Development is growing fast and business execs would be wise to take notice. By adopting this new technique you can develop more flexible and powerful technology products. It is more than just a methodology saved for obscure software development, it marks an important development in the race for talent and customer loyalty.

Continuous Development Will Change Organisations as Much as Agile Did
HBR, 4 mins