How do you define ‘digital’? A communication channel or method? A convenience enabler? 1s & 0s? The inverse of analog? Bits versus atoms? Something we can no longer live without?
I am often asked ‘what is digital’? … ‘is it just our website, or broader than that?’ … ‘what exactly do you mean?’
Here's our definition of ‘digital’ at Cisco.
2. „Digital‟ drives relevant experiences through
WEB, MOBILE, SOCIAL MEDIA & VIDEO
Together they increase prospect, customer and partner engagement,
generate leads, increase awareness and understanding,
accelerate sales, deliver service and support,
tighten relationships, and improve business results –
with efficiency, immediacy, and high impact.
Digital encompasses a variety of channels - web, mobile, social and video – each important, but different in their advantages or the experiences they enable – pretty powerful alone, but together they are: tremendously, exponentially, and extraordinarily powerful.
Web =Cisco.com is a key vehicle for sharing information globally, capturing leads, generating revenue, delivering service efficiently, and providing customer support. Our customers, prospects, partners, investors and others visit the Cisco website, usually with a specific task in mind, and they want to get their tasks done quickly and efficiently.
Mobile = has given us simplicity, immediacy, and engagement; anywhere, at any time. Mobile has an “always on” characteristic that enables real-time information-sharing, actions, and results. Cisco’s mobile web and mobile apps break down barriers and blur the boundaries between work and play. They bridge the gaps of geographic distance, time zones, people, and companies all with an emphasis on speed and simplicity.
Social Media= creates connections; it’s crowd-sourced and crowd-filtered information, clues to revenue opportunities and customers in need of support. It is a friction-less feedback channel that gives us the opportunity to gain customer-specific and general market insight. Cisco’s participation in social media and our online communities allow us to forge deeper relationships with customers, partners, and influencers while sharing information, expanding awareness, delivering service, and accelerating demand.
Video = drives a depth of understanding and insight far beyond that of text, tools, or apps. The richness of video is unmatched for immersive engagement that effectively communicates concepts with clarity and impact. Video teaches and illustrates, moves prospects along the customer journey, and provides for deeper connections and greater understanding.