This is often referred to as digital disruption due to significant changes that have occurred in some traditional markets. A number of examples being Airbnb, UBER, Seek and RealEstate.com.au to name just a few.
In each case technology has had a major impact on the traditional service providers. Digital technology rates highly as a barrier, not because it is necessarily seen as a threat, but more because business owners feel they need to embrace it, they just don’t know how to do so.
The most common specialist platforms that fall under Digital Technology are:-
- Web Design
- Search Engine Optimisation
- Social Media
- Google AdWords
- Content Creation
- Email Marketing
And all are very difficult to measure in terms of the most critical element, “conversion” optimisation.
Often referred to the next generation ‘Black Hole’, digital technology covers a wide range of disciplines and activities across many areas of business.
This can include marketing, sales generation, infield services, mobile solutions, electronic integration in all areas of traditionally paper based processes and systems. Digital technology has far reaching implications for every business operating in every conceivable market.
Small businesses are small enough to use apps effectively and efficiently. Their processes can be transformed with simple, clever phone and tablet applications.
Larger businesses, however, cannot rely on a multitude of ‘off the shelf apps. They are also vulnerable to the pitfalls of investing in traditional enterprise solutions.
Digital technology has the ability to empower MSBs by providing affordable, robust and in many cases, customised integrated platforms that utilise the security of hosted infrastructure and the agility and connectivity of cloud based mobile and hand held solutions.