How to Adapt to a Digital World

We have a running joke around our offices that we run on “TNT Time,” which is faster than a New York minute. I don’t think I’ve ever explicitly set an expectation for the kind of hyper-productivity my team accomplishes, but their own internal motivations to perform for our clients has furthered the culture of excellence I am proud to see executed every day.   

In addition to the team’s personal commitment to greatness, our industry kind of demands it. The digital world we live and work in is constantly changing. If we don’t adapt to the shifts that are happening around us, we run the risk of becoming obsolete. This is difficult news for us as an organization, as well as for our clients. I’ve condensed our approach to the challenge of adaptation into three main principles: 

 1. Pay attention to your metrics 

As clichéd as it may sound, the numbers truly do not lie. We rely heavily on a range of analytics to ensure our efforts are being directed to the right areas, both for our internal projects and our clients’. Intentionally establishing campaign goals and identifying Key Performance Indicators (KPIs) allows us to establish a baseline for a project’s performance before we even begin working. 

From there, we can assess the effectiveness of our methods and adjust our approach in real-time. Drawing from an analytics dashboard generated for an SEO project, for example, gives us insight into which keywords are performing well for us and whether our strategy is producing the desired results. Ultimately, we are problem solvers, and the best decisions are always data driven. 

2. Respond to market trends and client needs 

Every decision we make at True North has our clients’ best interests in mind. Our processes, services, and deliverables are constantly being tweaked to provide maximum value and performance. This flexible approach allows us to integrate new trends in digital marketing as we see them emerge, without abandoning the work we are already doing. We do our level best to be on the cutting edge and maintain an awareness of what is new in the world of digital marketing. 

It’s not enough to just be familiar with new ideas as they arise—you have to be willing to take a risk to make them work for you. Our team is constantly bringing new marketing concepts and methods to the table and implementing these novel approaches to both our internal marketing and our clients’ campaigns. We continuously expand our portfolio of services to best serve our clients and their marketing needs. One of the newest additions to the TNT family of services is TapOnIt, which uses MMS text messaging to drive traffic, awareness, and sales for local businesses. The engaging imagery and great bonus offers improve upon the often-lackluster performance of other text-only messaging campaigns. 

 3. Never stop learning 

To make the most of our analytics and capitalize on market trends, we intentionally cultivate a growth mindset at all levels. Our clients rely on us to be the experts in our industry, and we gladly rise to the occasion. Every app and website we build presents its own unique set of challenges. Sometimes this means we have to do a deep dive into a roadblock we’ve hit to find the best solution.  

Invariably, someone will come back from a research session with new information they are excited to share with the rest of the team. It’s one of the things I love most about the crew here at True North—every one of us is passionate about this industry and the role we play in our clients’ success. The nature of this business means you will never be “done” with your digital marketing education, so we are constantly improving ourselves alongside the services we offer. 

Digital marketing is constantly evolving, so True North Technologies is, too. You don’t have to navigate the ever-changing digital world alone! We’d love to discuss how we can put our expertise to work for you and your business.