‘Digital Sameness’

Avoid ‘Digital Sameness’

As your partner, Macaw innovates digital experiences with AI and design thinking, modernising your marketing technologies and making your organization viable for future challenges.
Read more

One of the negative effects of algorithms in social media and digital marketing is that you are continuously flooded with stories that your peers find interesting. Success stories are quickly copied, and people end up in a ‘bubble.’ This leads to digital uniformity, or digital sameness. An effect that even extends into the boardrooms of organizations. 

Many organizations have been seduced into adopting strategies, tactics, and systems that seem to bring success to their competitors—from acquiring to serving and retaining customers. In a race toward digitalization and by copying success stories, distinctive capabilities have been lost. The result: a diminished customer and employee experience. Moreover, many marketing managers and CMOs have been pressured to demonstrate the value of their investments in data and technology. Investments in new channels and online campaigns have been made, yet the return remains poor because everyone is doing the same thing. 

With the breakthrough of AI and the smart use of design thinking and data, it is now time to avoid digital sameness. 

It’s not about the technology 

Through data and technology, marketers have made progress in recent years in personalized targeting of their increasingly segmented audiences. This is a labor-intensive process, which is why digital productivity also ranks high on the agenda. 

Due to a mix of high ambitions, the complexity of digital marketing, and the rapid copying of ‘successful’ marketing strategies, it has not been possible to escape digital sameness. Breaking this deadlock becomes possible thanks to AI and the modernization of marketing technology architecture. 

Seek to understand before seeking to be understood 

Design thinking helps companies devise innovative and distinctive solutions. At design sprints, we start with an ambition or a bottleneck. The better we understand this, the more creatively we can work on the solution. By adding AI to this process, we can delve deeper into customer motives. And when developing scenarios and prototypes, we can more broadly explore where the best value can be found. 

The combination with modern marketing technology then makes it possible to reach our target audiences at the moments and through the channels where it is relevant. 

People make the difference in ‘The Era of AI’ 

Many organizations struggle with the return on their strategic investments in digitalization. The marketing budget can only be spent once of course. Modernize your marketing technology to a flexible architecture so that you can agilely respond to the market. At the same time, it is important to be innovative and creative in developing new digital services and products that make a difference. Give your employees the room to use their craftsmanship and creativity and let AI do the work for you. 

Personal advice?
Our experts will be happy to help! Call us at 023 - 206060 or fill in our digital contact form.
Projects we are proud of
01 / 05 05
ABN AMRO faced the challenge of modernizing their content strategy and technical infrastructure. The result was the implementation of a central hub which led to cost savings and an improved customer experience.
Aktion Mensch
Aktion Mensch struggled with inefficient content processes and digital asset management. The solution was a content hub that saved 80% of IT working time and increased job satisfaction.
VGZ wanted to improve customer satisfaction and lower operational costs. The swap to Sitecore CMS resulted in a shorter time-to-market and improved personal communication with customers.
CubeCold Europe harnesses the power of the Macaw Smart Data Platform for seamless control of its expanding cold storage operations across Europe. With acquisitions of cold store companies spanning from Moerdijk to the United Kingdom, Cube Cold integrates and reports uniformly, ensuring financial health and operational efficiency. The Smart Data Platform, deployed on Microsoft Azure within six weeks, centralizes data from all subsidiaries, enabling daily insights and effortless onboarding of new assets. Discover how Cube Cold accelerates growth with Macaw's innovative data solutions.
Nutreco revolutionizes global agriculture with Microsoft 365 solutions, empowering farmers with enhanced productivity and sustainability. Discover how Nutreco's Smart Workplace Program and Dynamics 365 implementation drive innovation across 37 countries, ensuring leadership in sustainable food production. Explore Nutreco's digital journey here.
Facts & Figures
About Macaw

We are happy to help you to create a unique customer experience, empowering your employees and optimizing your IT Operations. The ingredients for a successful digital transformation within your organization. Curious to know how you can benefit from our expertise?

Years of experience as a full service digital partner.
Customers which we help to be more successful. Brands like Heineken, T-mobile, Schmitz Cargobull and KLM.
Talents working in the Netherlands, Germany and Lithuania.
Core partnerships: Microsoft Gold Partner & Sitecore Platinum Implementation Partner
Platforms for your success: Digital Marketing & Commerce; Business Applications; Data, Analytics & AI; Collaboration & Modern Workplace
Our position as a Great Place To Work in 2020.
01 / 06