Posts tagged with Digital Transformation

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.

Digital Marketing Innovation

Ten barriers to innovation in digital marketing (and how to beat them)

Every business wants to be seen as innovative, as leading the market with new ideas and practices that help increase KPIs, but actually implementing a spirit of change can be a real challenge.

Last month we hosted our Future of Digital Marketing (FODM) conference in London, and had a chance to ask some of our speakers which obstacles businesses faced, and how they might overcome them.

SingTel's Digital transformation

Digital transformation: defining your internal structure

In my last post about digital transformation, I spoke about the need for companies to realign their internal structures, enabling them to react quickly to customer feedback.

Recently we’ve been discussing some of our own analytics responsibilities, and it feels as though the smaller internal issues serve to highlight the wider-ranging business imperatives we’re starting to see occur.

Let’s take a dive into our reporting and compare notes...

Digital transformation strategy

Digital transformation: the new Microsoft model?

This week the tech scene has been alive with buzz about Microsoft’s business model.

CEO Steve Ballmer has yet to make any official statements (at least at time of writing), but speculation is rife that the company are set to undergo a large-scale restructuring, in order to become, in  Ballmer’s own words, a ‘Devices and Services’ company. 

When we talk about examples of digital transformation, it’s often the assumption that we’re speaking about older, traditionally non-digital businesses attempting to come to grips with the brave new world of digital marketing and ecommerce.

Many case studies show businesses who have long relied on traditional revenue funnels and struggle with multichannel attribution, and who have yet to master social, mobile and ecommerce (or even email in some cases). 

digital transformation strategy

20 ideas to help you push the boss towards digital transformation

Here’s a weird fact for you: your boss is probably the single biggest barrier to transforming your business. If it isn’t the boss, it’s those pesky senior stakeholders, who are normally entrenched in some archaic mindset or other.

This really is the way of things for so many companies. It’s a common complaint that I’ve heard over the years, and I know from talking to senior digital folk that it’s still a major problem for many.

Econsultancy does a lot of work for clients around digital transformation, organisational change and business restructuring. In the past year demand for our services has gone through the roof, but even when there is clear buy-in from a switched-on senior lieutenant, projects can still be scuttled by change-resistant board members, or the person at the very top.

Why is this? Typically it’s a combination of myopia, fear and apathy. It is as understandable as it is problematic. Normally a boss is employed to have a vision, to be bold, and to care about the long-term health of the business. Unfortunately the pace of change in the past 15 years has left some people behind.  

The reality for people who have not adapted their views to mirror that of actual consumer behaviour is quite straightforward: either they wake up and smell the coffee, and drive change, or they let the business wither on the vine, and take responsibility for that. There are too many examples of companies that have gone bust precisely because of a lack of vision, and too much dithering. 


Is your organisation web-compatible?

“When it comes to the web, organizations are broken”, at least that is what Jonathan Kahn says in his A List Apart article and I have to say I agree with him. After all, you don’t have to look far to see there is a problem.

Most websites lack focus, let alone a consistent user experience or tone of voice. Social media rarely integrates well with the website and most organisations' mobile strategy consists of throwing some apps at the iOS app store.

Email is little better. In fact I am working with one charity client whose supporters may receive as many as 80 emails from them a month! This happens because there is no central control over emailing.

digital transformation

Digital transformation: what is it to ‘be digital’ and exactly who is?

digital transformation strategy

Just what exactly, in plain English, is digital transformation? Which companies have already undergone it, and which need to? Have some already missed the boat? 

Google ‘digital transformation’ and you’ll see companies providing services for the burgeoning market needing to quickly start thinking digital. 

Some of this content is great, and some is still not quite transparent. Whilst white papers detailing change and success in specific sectors are welcome, videos of consultants talking in generalities and marketing speak are less so.

The problem is, of course, that much of any organisation’s digital strategy is unique, and it’s difficult to define what excellence is, or how it can be reached, without first knowing who one is writing for.

This creates one of the challenges for organisations seeking to understand digital; starting the journey is often the hardest step. It’s difficult to know what needs to be looked at first, especially if you have the erroneous and sinking feeling that ‘everything’ needs to be changed.

You might also be trying to articulate to the board why change is needed, and to do this you need to be able to make clear points.

Over the next few months I’m going to look at how ‘digitally mature’ various sectors and organisations are and what the process entails, not least because Econsultancy is actively helping companies in this area (contact our digital transformation consultants if you need help).


Lovefilm, Google Europe and Ed Vaizey on digital transformation

digital transformation retailLast week in Shoreditch, the corporate finance firm Cavendish hosted keynote speaker the Rt Hon Ed Vaizey MP, Minister for Culture, as well as leading digital business representatives to explain why the UK is an even more attractive hub for the media, tech and creative industries thanks to digital transformation.

Among those present, in addition to Ed Vaizey, were Saul Klein from Index Ventures and LoveFilm, DJ Collins, Head of Communications, Google Europe and Ben Southworth, Deputy CEO, Tech City Trade and Investment.


Why a Chief Digital Officer is a bad idea

The rise of the Chief Digital Officer has so far been most noticeable in the USA with a number of large companies appointing them.

The perceived need for a CDO is typically to try and accelerate digital transformation and to bridge the divide that can exist between the CMO and CIO.

Gartner recently predicted that by 2017 the CMO will spend more on IT than the CIO. Much of that technology is for digital and ecommerce initiatives.

If the CMO is not comfortable with these new responsibilities, a CDO is seen as a solution.


Deloitte director of strategy on 'mobile first' and 'digital transformation'

digital transformation

So many great insights have been gleaned from speaking to The Digitals judging panel prior to the main event in June.

Here Olivier Binse, Director Strategy Telecoms and Media at Deloitte, shares his views on how we are moving from "mobile first" to "mobile only"and what digital transformation means in context to the The Digitals.

If your company or client is doing great things bridging the gap between online/offline through mobile, or indeed in any aspect of digital, remember you need to submit your work before the March 13 deadline.

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