Posts tagged with Business Transformation

Which organisational structure would you choose for marketing and digital? (Redux)

Who was it who said that we tend to view what’s possible in the future through the lens of the past? 

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How to cut across the CMO-CIO divide in four steps

Chief marketing officers (CMOs) and chief information officers (CIOs) traditionally work in silos, but digital disruption is giving rise to an increased need for alignment and collaboration to gain a competitive advantage in today’s marketplace.

This C-suite relationship is improving to meet the needs of today’s digital consumer, but there are still many obstacles yet to overcome to create an effective team that will drive value for the consumer and new revenue for the business.  

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96% of enterprise businesses ‘feeling the pressure’ of digital transformation

In terms of their markets and their business models, the vast majority of companies surveyed are under significant pressure from the shift to digital.

This comes from our brand new report Leading a Digital Marketing Evolution, produced in association with Epsilon, in which we exclusively surveyed companies with over $1.5bn in annual revenues, roughly in alignment with the top 1,000 global organisations.

The report looks at how Global 1,000 enterprises are remaking themselves to deal with the modern, always-on and mobile shopper. It explores the challenges that large companies face in being responsive, efficient and innovative. It asks how and why some businesses excel and others lag behind. 

Using industry leaders for comparison, this report offers dozens of measures that marketers can use for education, benchmarking and inspiration.

The landscape for brands has been fundamentally altered. The rise of the mobile-first, always-online consumer has meant companies have had to adapt or in many cases completely relearn what they previously knew about marketing.

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Three steps to building customer loyalty through design

Digital technologies are re-imagining the human experience, reshaping the way we live, work, play and connect across the world.

Everything is being re-thought, simplified and improved, with nothing left untouched by the march of technology.

A chief catalyst among the changes is something that shouldn’t surprise anyone reading this post: customer expectations.

Today more than ever before, businesses need to focus more on the timing, targeting and treatment of their customers. The combination of the delivery of the service and the context in which it’s delivered roll up together to create the all-important experience.

Making the experience delightful will always come down to design.

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Digital to marketing to business transformation

IBM recently announced a $100m investment in its Interactive Experience arm. Essentially this is IBM’s global digital agency.

At Econsultancy we are currently finalising our annual Top 100 UK Digital Agencies report. Without giving away too much you will see the likes of IBM, Deloitte Digital and Accenture Interactive ranking highly. 

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The many ‘deaths’ of digital marketing

In the last six months there has been talk of the death of digital marketing. Forrester recently mooted that digital marketing is dead and that we are now in an era of “post-digital” marketing. 

In his keynote address at Dmexco in Cologne last September, P&G’s global brand building officer Marc Pritchard also talked about the end of digital marketing as something separate or distinct.

Indeed this is a view that Econsultancy and Marketing Week espoused in our Modern Marketing Manifesto which we published almost a year ago.

We cut ‘digital’ as one of the key elements of marketing from the initial draft and focus instead on integration, customer experience, brand, data and other elements irrespective of medium or channel.

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Why change management must change in the digital economy

Most companies can no longer manage the constant change coming at them. You have the skills to help, but are you willing to step up?

It has been said so much that it has become a cliche, ‘we live in a world of constant and rapid change’.

This is not something new. We have been bombarded with rapid innovation and change since the dawn of the industrial revolution.

In fact, companies are so aware of the changes in the world around us that they have change management processes for dealing with them.

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Why effective user centric design always leads to business transformation

Many companies pay lip service to user centric design, but the harsh truth is that without business transformation, most will fail to satisfy their users.

The web has made life hard for a lot of businesses. There was a time (before the web) when consumers had limited options. If a company gave their customers poor service it was hard to find an alternative.

Even bad mouthing the company to friends and colleagues only had a limited impact.

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digital transformation

Digital transformation and the codes for growth: what it means to agencies

Marketers are seeing their organisations undergoing massive transformation from the impact of digital.

Businesses, through marketing and brand departments, no longer have to find a reason to do something digital. This is a change defined by consumer appetite for engagement, with each other as well as with brands and businesses, in ways that suit their needs at that very moment.

Engagement is now characterised by speed, through the use of technology that’s increasingly a part of consumers’ lives.

In this post, I'll look at how agencies need to adapt and evolve in order to help their clients transform their businesses.

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Will social Centers of Excellence succeed? Part 5

Silos exist at corporations for good reason. It’s significantly easier to work with like minds, when everyone's clear as to who owns what. Given the social media Center of Excellence is asking groups to do something that is very difficult, change, having the right team is critical.

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Will social Centers of Excellence succeed? Part 4

While other employees might envy your role, as it offers a lot of visibility, the social media Center of Excellence is frankly a lousy deal. Not controlling what you need to succeed never bodes well.  Legal, procurement, and executives can lay down the law. The Center doesn't have that authority, yet must deliver results.

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Will social Centers of Excellence succeed? Part 3

Setting up a new social media Center of Excellence sounds deceptively straightforward: gather experts, create materials/applications, distribute, and enforce. As the Center needs "valued" content, why not start there,  then figure out the other part later?

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