1. Digital Shift
The Digital Shift is a massive change in social structures and interactions that is changing society and the way we live together. Interactions are being shifted from a real to a virtual world. A supposed proximity is created which is often confused with spatial proximity. The Digital Shift enables above all a virtual proximity.
„Digital shift is not a technological change, digital shift is the consequence of technological changes“
Digital shift in marketing: The relationship between consumers and suppliers is changing, especially in virtual proximity. Consumers are transforming into users and expect a partnership, proximity which also means identification, through the new interaction possibilities provided by Digital Shift. Users identify with the product, but it is also expected that the product or company identifiy with the customer.
From a psychological point of view, the transactional analysis model can be used. Crossed communication is to be avoided, it requires the abandonment of manipulation attempts, transparency, truth, respect (for each other). The user of today has demands and the partner of today has to take them seriously, otherwise the relationship will not work anymore. The customer transforms to the partner, the digital shift in the mindset of providers and users.
A one-sided identification of a company in favour of shareholder value is not a business model that ensures the survival of a company in the future. Business models must also focus on the customer as a user and the user must also have the feeling that this benefit is in the center of a sustainable relationship. In this partnerships not only the supplier wants to know his customers better, but the user also expects transparency and honesty from the provider.
This also means that new demands will arise for business development. The importance of the strategy how to deal with customers, how to identify with the company becomes a central issue and a prerequisite for financial satisfaction. Consideration of systemic elements and trends in society and among individuals is extremely important and a prerequisite for future financial planning. This dimension can no longer be neglected in the assessment of economic activity.
„Digital shift requires above all respect, empathy, user thinking, a change in mindset, a trustful relationship!“