This week’s quote is from an Adobe ad campaign that ran a month or so ago. It’s something that stuck with me as more than just a clever addition to the mantra everyone knows — “The customer is always right.”

We create digital content for users/customers, but we often lose sight of what the user/customer is actually looking for, how they’re actually interacting with our content, and what our real value is to them. It’s important to think about the user/customer experience all the time. To evolve as the users/customers evolve. To think about our digital ecosystem as a whole. Are Facebook fans less important if they only consume our content on Facebook?

This is where data and analytics come in and why they’re so important in helping shape our decisions. I’m not saying to follow the customer wherever they go. I am saying that digital strategy is about engaging with the user/customer where they are. Getting to know them and their habits where you are engaging with them. Ultimately, it’s about staying relevant in an ever-changing digital society.