In today’s landscape, “going digital” has become an imperative for every company. However, behind the apparent ubiquity of digital presence lies a paradox: many companies, despite being online, are not truly present. This article explores the three stages of digital awareness—passive, active, and proactive—a model developed by Ander Group to help businesses assess their position in relation to brand value and customer interactions, identifying the necessary actions to grow.
The illusion of digital presence
Many companies find themselves in what we define as the passive stage, characterized by a digital presence that exists independent of their will. In this scenario, companies find themselves online without having planned or managed it: autogenerated company pages on LinkedIn that are not claimed, profiles on third-party directories and uncontrolled mentions. This unintentional presence can create the illusion of being digitally active, when in reality, there is no form of control or strategy. A company that remains in this passive stage risks not only disappearing into the vast sea of the web but also compromising its reputation due to outdated content or a lack of response to customer interactions.
Exploring without direction
In the active stage, companies begin to engage with the digital world, but often without a well-defined strategy. This is when companies invest in digital tools, start using social media, launch online advertising campaigns, and purchase software licenses but without coherence or long-term vision.
The excitement about new technologies often leads to a proliferation of disconnected initiatives that do not contribute to building a strong, consistent digital image. Being active, in fact, is not synonymous with being effective. Many companies find themselves caught in a vortex of experimentation that does not lead to real strategic progress. This “controlled chaos” risks resulting in wasted resources and a lack of actual growth.
Digital leadership as a strategic necessity
The final stage is proactivity, where companies not only embrace digital but master it. At this point, companies adopt a well-defined, medium-to-long-term digital strategy. Being proactive means having full control over every aspect of their online presence: every action, every platform, and every interaction is part of a complex and coherent framework that the company has built. Nothing is left to chance; everything has been carefully selected and positioned to support business objectives. In today’s competitive environment, only companies that reach this stage can remain competitive in the market.
Today, given the complexity and increasing technicality of the digital world, the support of specialized agencies such as Ander Group is crucial to achieving and maintaining an effective and consistent online presence. Without this support, companies risk remaining stuck in a digital limbo. The real challenge is not simply being present online but using that presence as a strategic lever for long-term success. Proactivity is no longer an option but a crucial strategic necessity.
A call to action
It is time to critically reflect on your online position. Where does your company stand? Are you still in a passive phase, where your digital presence is merely a reflection of your offline existence? Or are you active but without a clear direction, or have you already embarked on the path toward proactivity? Whatever the answer, the message is clear: evolving is not only possible but necessary.
Article published on Ticino Management September 2024 - Eureka, Digital
