Digital-native companies create value by innovating their operating and business models, focusing on agility, customer needs, and data-driven decision making to disrupt traditional business models and set a new standard for customer engagement and innovation.

Digital-native companies create value by innovating their operating and business models.

Instead of looking at technology advancements as “add-ons” to their business, they are altering how their companies work and what they offer by embedding new technologies into their workflows.

Here are some of the top capabilities of digital native companies:

Agility: Digital native brands are known for their ability to move quickly and adapt to changing market conditions. They use agile methods to develop and refine their products and services, allowing them to stay ahead of the competition.

We would argue that this is the most important capability.

A big example of how traditional business is different even as recently as the early 2010s and now is how quickly digital properties change.

In the past, company’s may hold meetings to update their website on a yearly or quarterly basis.

They would plan and then it would go through a series of different teams, eventually landing in the desks of engineers to bring the updates to life on the company’s marketing sites.

Nowadays, websites can change daily depending on new data. This is accomplished because of new tools that have been crafted in the last 10 years.

For example, Webflow, a no-code custom web building platform allows marketing teams to become more independent so they can update and create new pages as often and as quickly as they need.

Faster and faster site changes are needed because digital native companies are

customer focused and data-driven.

Digital native companies put a strong emphasis on understanding their customers' needs, preferences, and behaviors.

They’re often times community driven, mastering customer engagement through social media and other channels to build authentic relationships with their customers.

By focusing on the full user journey, they can create seamless experiences for their customers across all touchpoints.

Digital native companies use data and analytics to make informed decisions about their products and services.

They track customer behavior, market trends, and other key metrics to optimize their offerings and stay ahead of the competition.

This makes them the most innovative in their space. Digital native companies are always looking for new and innovative ways to solve problems and engage with customers.

They are willing to take risks and try new things, which sets them apart from more traditional companies.

At the end, digital native brands use these capabilities to build a powerful brand. One that is agile and customer-centric, while being present and vocal about who they are as a company.

Digital native brands have disrupted traditional business models and set a new standard for customer engagement and innovation.

By focusing on customer needs and experiences through agility, innovation, data-driven decision making, and customer engagement, these companies have created a new playbook for what a successful and enduring brand needs to do in the digital age.