Page 6 - AeM_April_2020

RESEARCH
ANALYSIS
Before the COVID-19 crisis, digitalization was an
TRENDS
abstract concept for many. Of course, there was email
and WhatsApp, and accounting no longer existed on
paper, but was digitally mapped using appropriate
software and Excel tables. Nevertheless, concepts like
digital collaboration were abstract terms for most COVID-19
companies.

The fact is, that digitization combined with social tools
lead to much more agile companies, as already
McKinsey revealed in one of their global studies a few
years back. According to the experts, the business use • Companies that have made digitally processed
of social tools is nearly universal which is why we will knowledge and know-how available, have a clear
make more and more use of team-collaboration advantage in the home office phase.
technologies.
• Internal blogs, in which current information is
“These tools are cloud based, designed for real-time communicated in a structured manner, are
interactions, allow users to search conversations, significantly more effective than email chains or a
provide a distinctive user experience, and integrate with quickly set up WhatsApp group.
other enterprise applications (such as file sharing and
social media), among several other features”, Mc • Frequently asked questions and best practice
Kinsey states. Especially, since social media creates solutions are available to everyone.
searchable content as a by-product of collaboration, the
new-generation tools could even begin to replace email • Meetings are not mapped personally, but via digital
as the default channel of written communication, the collaboration tools.
company believes.
• Work packages and projects are distributed
digitally, as well as responsibilities and tasks
assigned, so that everyone can concentrate and
work effectively from their home office.

The advantage of digitization is only now becoming
COVID-19 apparent to many companies - during the crisis.
Whether home office or not, the work can go on as
usual, since digital business models do not need a
centrally organized production team. They can be
managed and controlled conveniently from the home
office, just like every digital process can also be
Because of the pandemic, companies are practically administered from anywhere.
flung into the age of digitization, since work is
organized regardless of time and place: it is not the Thousands of companies are realizing these days that
time or location of the service that is important, but the the often abstract-looking concept of digitization is now
measurable result. Companies that organize their vital to survival – and remains essential for survival.
digital collaboration on this principle have advantages Just keep in mind that the danger of another corona
in the current crisis. outbreak in autumn is not averted. On the contrary:
situations like the one we are experiencing these
Until a few weeks ago, it was just nice to have a weeks could repeat themselves. The corona crisis
distinctive knowledge management system that was gives a boost to digitalization because companies woke
easily accessible to all employees on an online up in the crisis, increasingly thinking about how they
platform: it wasn't really essential for survival but might can make themselves more crisis-proof. The solution is
be exactly the competitive advantage that’s needed making work productive regardless of space and time.
now: Hence, thousands of companies are realizing these
days that the often abstract-looking concept of
digitization is vital to survival. ◊

By Daniela La Marca

April 2020: Social Commerce & Influencer Marketing: social shopping as the future of commerce 6