Responsive Delivery: Effective Practices for Digital First Organizations

by Adam Monago

Digital first organizations are creating experiences that are addressing an unprecedented amount of design challenges across a rapidly changing set of platforms and channels. This increasing degree of uncertainty requires that these organizations develop a responsive delivery approach to foster collaboration between marketing and its technology partners.

Defining the “Digital First” Organization

You will hear lots of definitions on what “digital first” means in the context of different organizations, typically oriented around the notion of a new type of consumer behavior. I describe “digital first” as focusing on content first, and then looking at how we can leverage that content across all available platforms, optimizing it for the behaviors and strengths native to those platforms. Understanding the significance of digital first requires an appreciation of the generational dynamics we are seeing today.