The great transformation to digital that we are seeing in large companies around the world is not something exceptional. Chilean companies are immersed in this great change. The fact of having a great penetration in mobile devices (71%, leading in Latin America), will allow Chilean companies to better understand their users and customers, which will provide them with information to make high-level decisions and the design of new products. . Although now only 30% of consumers and retail brand executives are using the data for strategic purposes, according to the KPMG 2016 Global Consumer Executive Top of Mind Survey, the number is expected to double, to 59%, in the next two years; and predictive analytics doubled from 24% to 49% in the same period.
In this digital age, technology has a great impact on people’s lives, and it is increasing every day, modifying certain behaviors or behaviors, such as purchasing trends through new platforms, which also allow us to make purchases, Communicate with companies naturally and spontaneously, expressing our opinions and generating valuable information for the brands that know their customers day by day. The KPMG Outlook CEO survey revealed that CEOs in Latin America are more aware than years ago of the need for business leaders to expand their skills to face emerging technologies; Likewise, 71% consider that technological disruptions represent more of an opportunity than a threat, compared to the global average.
As another report by the aforementioned international firm “The paradox of digital disruption” explains, despite the fact that institutions and organizations in Chile are alert to the necessary adoption of digital solutions and know the high potential within them, the vast majority of companies are slow in this technological process. The results of this study indicate that, for more than 30% of the respondents, the main barrier to technological change is given by lack of strategic vision and that is associated with the culture of the company.
The development of digital strategies in companies will undoubtedly bring benefits, a clear example is seen with e-commerce, where through web platforms, without physical stores, brands can reach rural consumers for the first time. With or without a physical store, the internet has become a great platform for companies and it is there that we can help them as communication consultants, guiding them in the messages to be transmitted, in the way of doing it, with whom to do it and how.
We have to be able to capture that information, work it and know how to report it to achieve the objectives that companies want.