Today’s market is evolving around digital technology. Take, for example, the Internet service Netflix, an American entertainment company that creates movies and series based on streaming media. You can watch them only through the Internet. At the 75th Venice Film Festival Alfonso Cuarón’s film “Roma” was given the Golden Lion. The film was created specifically for Netflix and can only be watched online. Now the Internet is a new world that exists in parallel with ordinary offline life.
Uber, Tesla also combine real things (in this case, cars) and information systems.
The Internet company Amazon is becoming the largest in the world and a very real threat to offline retailers.
Why do companies need their services on the Internet?
A lot of similar developments are being made in our country. For example, the company Yandex seeks to make many of the usual offline services “available” on the Internet. And sometimes quite successfully implements its plans.
What do all these companies have in common? When working with clients, they take into account the data from modern neuroscience research, which studies the characteristics of the brain and perception. And most importantly, they are not only interested in this kind of research, but also actively apply it in practice. They are trained to apply the peculiarities of human perception of information on the Internet and develop their own Internet services.
At first the algorithms and services created by such companies, as they say, “leave much to be desired. Then, after a short time, debugged services are not only convenient, pleasant and intuitive, but also create real competition to the established business practices of offline companies.
Convenient communications with clients via the Internet
Companies that actively use the internet are creating numerous channels to communicate with their customers. Amazon, Uber, Tesla, Netflix are not limited to a set of standard communication channels. They are looking for different ways to “reach out” to customers. These days, it’s easier and more convenient to do this with information technology.
Just as the success of the human brain is determined by the number of neural connections, so the effectiveness of a business depends on the ability to establish a large number of communication channels. Then potential customers can choose and use exactly the channel for communication with the company, which is the most suitable and convenient for them.
Digital communication is not just about creating an online store or developing a mobile app. It’s about how to engage customers. Therefore, companies that use digital communications in their business do not develop individual products, but platforms and systems that are able to adapt to the needs of consumers and make their communication with the company as convenient and enjoyable as possible.
The ability to understand what the customer needs
For digital businesses, the data that companies collect about customers is very important. Without it, nothing works, because a business has to get information about what the consumer needs from somewhere.
Many people may not like the fact that companies are collecting and using their personal information. We probably have to sacrifice something to get something more in the end. Gradually we will have to give up our privacy as well as our usual privacy in the name of security. Otherwise we will not be able to benefit from all the achievements of modern technology.
