and so is the publishing industry. The way I discover books in a bookstore is a lot different from how I search every day for content online.
1. If you don’t consult the Google Keyword Tool before planing a project, then you are wasting an opportunity to reach your audience.
2. If you don’t have goals set up for your digital presence, then you basically have a fancy hit counter. I actually took that from the head of Google’s analytics.
3. The tenure and seniority system is broken. Digital Natives are the ones that can adopt with such flexibility to digital deadlines that happen every day at multiple times and should be greatly valued within an organization. These are the ones who will be running companies or their own because they have the most expansive skill sets to combat the way people consume their content and know how to find it.
Change should be embraced the right way and understanding how people discover and read content online is a fundamental that must be enforced to have a successful digital business model.