Is Bigger Better? Not in a Digital Age
Big companies talk the talk when it comes to adapting to the digital age. But do they walk the talk? It’s difficult to reconcile their desire to be nimbler – and more responsive to their customers – with the fact that at big companies budgets are generally scheduled a year in advance.
What’s more, when consumers are increasingly driving the dialogue online about products and services it may be problematic for big companies to be part of the conversation when they deploy a top-down strategy. Arthur Ceria, founder and chief creative officer of CreativeFeed Network, says these sorts of business practices are fast becoming antiquated and may be deterring large enterprises from capitalizing on digital technologies.
Ceria has blogged about the need for big companies to think small if they want success in the digital world. He stresses that, for many large companies, process has started to infringe on creativity.
Big companies grappling with the Internet need to embrace a “sense of discovery,” said Ceria, who has worked with Cisco, Intel and Yahoo, among other major brands. A sense of mission and a sense of awareness are also crucial if big companies want to take advantage of the Web. I recently spoke with Ceria about why bigger is not better in the digital age – and how large enterprises need to change if they want to stay in the game.
I also chatted with Ceria about trends in Web design. Ceria, who has an MFA from Yale University with a focus on graphic design, says far too many companies still treat their Web sites like a “brochure,” rather than a living, breathing “organism” that is part of the company’s DNA.
Enjoy.
Matthew Schwartz is Senior Editor of ScribeMedia.org and host of the WebTV series, From Print to Digital.
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This was sooo interesting. I feel lucky to have heard this, thanks for the good content.