Your digital footprint


Forrester Research predicts that by 2012 half of all consumer purchases will be either transacted online or digitally driven in some way — influenced by search, social media, or emerging digital platforms like location-based services and digitally augmented store environments.

In a digitally connected world, the companies that compete and win are in two businesses: their core business, which sells the products and services the company has always sold, and a new business, that can be called as the Software Layer — a layer of technology that surrounds the core business and serves as the focal point of interaction with the outside world. The most effective companies run their core business as effectively as they always did, and they also run their Software Layer. To win, they must run their Software Layer as vigorously and effectively as the Googles of the world run their organizations.

With great digital user experiences, companies can generate more levels of interaction, more engagement, and ultimately more sales.If you're not sure about what this means for your business, try a simple test: put on your user hat and spend five minutes using Google, Facebook, Netflix, or any other website you love. Now go to your own company's website. If you can't see equal value in it, there's a competitor waiting to steal your users. Now imagine the business you can win if every prospect loves interacting with you online as much as they love buying from Amazon.

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