The old adage, "Adapt to Survive," is an important principle for any company in the digital market.  Several new platforms have emerged that are being used more and more by consumers, whereas the conventional mediums are going down: television, print ads, and so forth.  Adapting to these new platforms requires an extensive amount of resources and research, but the customer always values the ability to access a product or service through any medium.

One of the fastest growing platforms is the mobile device.  Studies show that more people are accessing the internet through phones and tablets than ever before, and some estimate that mobile internet will exceed the traditional computer in a few years.  Utah consumerism is rife with such tablets, hence why it is important for any company to make their website and services accessible through mobile apps.  A local Utah restaurant that programs a user-friendly app, along with an appealing website for customers to visit, will see more business.  Nothing turns a customer off more then poor programming or technical difficulty.

Essentially, mobile access to services is a new novelty; when someone discovers the ability to effortlessly order a sandwich on an app on their phone, there are ecstatic by the convenience and ease of use of the service.   Effective digital marketing acknowledges this thrill and maximizes its potential, offering good service and incentives to draw more mobile customers.

Personality also adds a great deal to brand image online.  It is never to late to fortify or even change the personality of a company thanks to perpetual consumer interaction.  Adapting to social media requires constant communication with fans and customers (often at the hands of a social media intern who inevitably forges a more casual, almost conversational image of the brand).  Websites that are interactive make the customer feel more engaged and appreciated by the company, even if they do not purchase any product or service. 

Utah is a digital hub, with many consumers constantly connected to the digital world.  Reaching out to this digital Utah segment requires the utilization of all platforms that have a screen, even gaming platforms.  Big companies see the potential in the gaming platform, inserting their apps into the console to allow easier access for customers.  Movie streaming services are a prime example of this.

Adapting to the digital market requires technology, resources, and innovation.  Restricting a brand to one platform will be the end of that brand, as it will be for any brand that cannot adapt to the cyber-environment before them.