Dissatisfied Clients Claim Digital Strategists Not Getting It Done

Bryan Wiener is chairman of digital agency 360i and Expion, a social content marketing optimization platform. He believes business leaders are looking high and low for digital leadership.

Writing for Ad Age, he points to a recent Forrester report surveyed 1,200+ global business executives.

While 74% of global businesses have a digital strategy, only 33% believe it’s the right strategy, and beyond that, only 21% – or less than one-fourth – believe they have the right people setting the strategy.

This is a formula ripe for disruption and disintermediation, which poses a huge threat to some of the world’s leading brands and the rest of the ecosystem.

Digital strategists are either licking their chops at these numbers, or headed for the hills.

I’m more of a chop-licker, and as such I’d like to offer four core concepts for any business, large or small.

Four Direct Paths To Digital Success for Brands

  • Serve your most interested and digitally-active customers a steady diet of brand-enriched information.
  • Get people to smile and find a way to make their day.
  • Help people solve their routine problems.
  • Be a friend to customers and prospects—a friend spends time listening and responding to the needs of others.

Presumably, your company’s products and services are designed to solve real world problems for people. Simply apply this same framework to your brand communications.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.