The digital ecosystem is our model for digital success.
Like in ecology, your ecosystem needs to be in good balance to thrive. This doesn't mean that you need to use every single platform every single day, but it does mean you need to pay attention to four things:
We first created our Digital Ecosystem model in 2015
, when we rebranded to Big Blue Digital.
While the foundations remain the same, we felt it was time to tweak the model to better reflect what digital marketing is in 2019.
It's all about you
The big change is that we've brought in more emphasis on branding -particularly personal branding - across all facets.
When we work with businesses, they find it really difficult to bring the people who work there and their individual brands into the overall marketing approach. And it's hard.
But it's also really important. People like to work with people and those personal stories are a real feature for most of the businesses we work with. Yes, there are exceptions - government agencies for example - but we've expanded the model to include personal branding to help give a little more direction on where those personal stories fit in each element.
What else has changed?
We've made the distinction between infrastructure and content more clear. For example, you'll now find 'blog' listed within the web component, but the act of 'blogging' lives in content marketing.
Search has really expanded. It's important to note that this isn't just 'SEO': it's all those things that help people discover your business. Facebook and Instagram advertising sit here, and so does Pinterest. Yes, we no longer consider Pinterest as part of the social media element, but a tool for users to search and discover.
One notable exclusion - we've removed Google+ from the model - because it doesn't exist! We debated Snapchat. We don't think it's worth putting a huge emphasis on Snapchat unless you already have an audience there, but it stayed on...for now.
We've also dropped the word 'responsive'. We know there are still a bunch of sites out there that are not responsive, that is, they do not work across different screen sizes. But, we believe saying 'responsive website' is going the way of saying 'colour TV'. You wouldn't expect to get a black and white TV these days if you didn't specify that you wanted colour, and you shouldn't expect to get a poorly built website that doesn't work across screen sizes.
If this digital ecosystem thing still bamboozles you, give these a read: