Entrepreneurship, digital media and milk!
Jinfo Blog

By Dale Moore

Abstract

More people are using Smartphones and social networking so it is becoming increasingly important to use digital media to start and grow businesses. A recent successful example is Milk and More from Dairy Crest which has updated the milkman's role through technology.

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In a recent blog post, Neil Infield of the British Library wrote down some notes from a talk he attended on Key Trends for (businesses) 2012. The talk, given by Cate Trotter of Insider Trends, explored a range of trends that new and existing businesses need to know about, to keep ahead of the competition. Though not specifically mentioned in the text, the businesses in question were primarily small and medium-sized enterprises (SMEs). 

In the first trend, Doom and Gloom, the ideas presented were that the end of business is nigh; unemployment is at a 17 year high and the UK economy is barely growing at all (Regional Labour Market – Feb 2012). But, it was noted, interest in entrepreneurship is at an all time high and – thanks to technology and the internet – the barriers to entry at an all time low.  

The second trend, Ubiquitous Digital, presented the growing convergence of social media and handheld smart devices with the statistics that 65% of adult internet users now use a social networking site of some kind and, by the summer of 2012, over 50% of Brits will be using a smartphone. 

There is a certain inevitability about this (LiveWire background here), but as this trend continues and more and more people use digital media to start and grow their businesses, how are they going to stand out or differentiate themselves? The answer given formed the third trend; humanness or the importance of trust.

The need to consider how digital strategies enhance the lives of customers and the importance of more targeted communications. It was noted that even Google is starting to highlight more “human related” content, so you need to have people talking about your business in social media. 

But it isn’t just SMEs who are looking for innovative ways to use new opportunities made possible by the growth of digital media. The doorstep delivery of milk is something treasured by many people in Britain and many still prefer to have their milk delivered to their door in preference to buying it from the supermarket.

The dairy industry in the UK has been severely affected by the expansion and buying power of supermarkets but Dairy Crest Ltd have hit back by taking advantage of digital media. Milk and More – allows customers to control the delivery of their milk (and other produce) by setting up a personalised online account.

You never have to leave a note out for the milkman again! This is a very innovative way of using technology to interact with customers while at the same time bringing a modern face to an otherwise slightly anachronistic practice. 

Just don’t forget to cancel your order before 9pm the night before if you’re going on holiday!

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