The biggest challenge facing companies as they enter the digital age is how to make them look professional, with an eye toward creating the impression of a global organization.
While digital image and video are the most widely used mediums to showcase corporate identity, they also represent the largest barrier to corporate transparency.
In a new study by the firm Kroll & Johnson, Kroll surveyed more than 2,500 companies across a variety of industries about how they use digital imagery and video to communicate with their customers.
In each of the areas that the company surveyed, the results showed a consistent pattern: Companies with digital images and video showed a lack of professionalism, the most pronounced of which was in their communication with customers.
“The key is the communication and how it is communicated,” said John Kroll, the president of Kroll Construction.
“There is a lack and a disconnect between what people see and what people do with the information.”
The firm says its research is the first to quantify this disconnect between images and content.
It looked at the digital images of Fortune 500 companies, which they estimate comprise 80 percent of all U.S. corporate images and 30 percent of corporate videos.
The results were presented on a range of topics, including communication, product, customer experience, branding and product vision.
Among the findings:The company found that in many areas, the use of digital images to communicate was more relevant than the content itself.
They found that the biggest problem facing companies in terms of digital image adoption was not communicating what is being produced.
Instead, the company found, it is communicating the company’s vision and brand identity.
“Companies are looking to do what is right for their brand and the people who are connected to them,” Kroll said.
While this was true across the board, it was particularly true for companies with products or services that consumers want to purchase.
The firm’s data showed that companies that showed high levels of digital content consumption showed the least understanding of the importance of the content, and the least enthusiasm for communicating what their products and services actually mean to their customers and employees.
“I think we need a much more proactive approach in the way we communicate to our customers and our employees and the way that we communicate about our product and our services,” said Daniel D. Klein, vice president of corporate development at Kroll.
“If we’re not in the business of communicating, then we’re in the wrong business.”
Kroll believes that companies can learn a lot from the experience of other industries, which have been more successful in communicating about the importance and importance of their products.
“We have a lot of companies that have been around for decades, that have created brand identity and that have communicated well,” Klein said.
“We need to do the same thing.”
For example, he said, the biggest challenge for a company trying to communicate effectively with its employees is that it does not know what to say about its product.
“When you don’t know what the product means to the people that use it, you don’st know how to communicate to them the benefits and the value of your product,” he said.
Companies are also missing out on opportunities in their marketing, said Klein.
“People think that the reason they buy something is because of the price,” he added.
“But the reality is that you get a better product, a better service, a more personalized experience.”
Companies also need to think about their communication strategies, the Kroll report found.
In the digital era, companies are moving from more traditional formats like newspapers to more social media.
While social media has provided a means for sharing information in a more efficient way, it also presents a challenge for companies to communicate.
“The problem is not just that they are not using social media,” Klein added.
The problem is that they’re not communicating.
Companies should be able to communicate clearly about their products, but they need to be more flexible and adapt to change, said D.A. Ochs, vice chairman of the Kollins Group. “
For companies who are doing it right, digital images are one of the best ways to communicate about the value, the purpose, the impact, the value that you’re providing,” said Klein, “and also to communicate your vision, and to communicate how you will deliver the product.”
Companies should be able to communicate clearly about their products, but they need to be more flexible and adapt to change, said D.A. Ochs, vice chairman of the Kollins Group.
“In my view, a company that is looking to be a leader in the digital world, and trying to be the leader in this new era, has to be flexible in the marketing of its products,” he told NBC News.
“It has to look at what the customer is looking for, what the business is looking at, what people are interested in, what they want to do, what products they are looking at.
And that’s not easy to do.
It takes time.”