How do companies and organizations survive in the new digital economy? It is now not enough to say you are good as customers are increasingly technologically switched on and have the ability to learn everything about you instantly. A few clicks and they have access to quality reviews, information about a company's customer service, environmental policy, management bonuses or handling of employees. Your product has to live up to your message and the only way that can truly happen is by successfully integrating your marketing approach with your product/service development using digital techniques.
Optimize approaches this problem from two angles. Firstly that of developing and using your customer community to come up with a product that is truly desirable and secondly creating a digital platform that is integrated into the product to keep your customers engaged and add value.About the Author:
Martin Deinoff is MSc. in industrial management, visionary and consultant in digital communications and business development. With a background as an entrepreneur and later from Spray and Razorfish, he now works as a Senior Vice President of Marketing and Business Development at Creuna AB, the Nordic region's largest digital agency, where he has been involved since 2002. Martin is a popular speaker / lecturer, both in Sweden and internationally.
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