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Four types of digital dimensionality
Conventional wisdom says focusing on a niche is key to success in our digital world.
But what if conventional wisdom is wrong?
What if your one-dimension focus is limiting you to one-dimension influence, as well?
In the digital space, influence—the ability to motivate meaningful actions, to get others to do something as a result of who you are or what you do—can mean anything from driving retweets to driving sales.
Regardless, influence is a product of your connections. The more you have, the more opportunities for action; the more powerful they are, the more likely that action will occur.
So how do you add connections or intensify those that already exist? How do you build digital influence?
By building your “digital dimensionality,” by adding dimensions (in a coordinated way) to your digital presence. Why? Well, the more ways people can connect with you, the more opportunities for action—and, ultimately, influence—you have.
While I’m still refining this idea, I see four areas where both organizations and individuals can do this:
- Product: who you are/what you do
- Persona: who you are in a given context
- Presentation: what you do in a given context
- Platform: where you interact
Personally, I’m most intrigued by people and organizations who combine dimensions. For example, companies that market one product in multiple ways (think Geico and their simultaneous, and completely different, ad campaigns), or that market multiple products in the same way (think Virgin and all of its iterations).
Are there other dimensions that I’ve missed?
What brands do you think do this well?
Categories Branding, Digital Media, Strategy and Management
Twitter
LinkedIn
SAP does an effective job of building their brand through a number of digital means: SAP Community Network, TV (golfer Ernie Els), various Twitter incarnations, online press releases, etc.