Over the past few months we’ve been gathering some illuminating research through our Digital Transformation Survey, the findings of which have been used in Marketing Week’s latest issue and feature piece ‘What does ‘digital transformation’ really mean?’.
We surveyed 111 digital and marketing professionals from a variety of organisations to gauge their view of the digital landscape. We asked where are we now and what changes we can expect to see in the future. Here is a summary of some of the insights we gleaned.
People Vs. Tech: Culture & ways of working
As we discussed in our article Focus on what’s important for success it is the needs of the user that inform all technological progress. Respondents felt a transformation in culture through changes in working practices contributed significantly to the successful digital transformation of the business. Organic founder, James Moffat, says, ‘Digital transformation is not the ‘next big thing’ or another technology topic like search, social or automation. Rather, Digital Transformation is the result of how converging technologies have enabled users to reorganise their lives, socially, commercially and economically.’
Millennials Vs. Senior Management: Who drives digital transformation?
Although millennials are seen as the driving force behind Digital Transformation, many still think decisions and projects should sit with senior management. We explored what the emergence of digital natives into the workplace means for businesses in our article Is your workplace ready for the new normal? Overwhelmingly respondents felt millennials were the catalyst behind change. Our research revealed that antiquated models are no longer fit for purpose in the digital age. James Moffat remarks upon how businesses that follow 19th and 20th century structures are ‘no longer the most efficient route forward in a connected educated economy’.
Potential for growth
With the vast majority of organisations intending to recruit or already having recruited a Digital Transformation lead, it’s clear Digital Transformation as a business function continues to grow, as does the intention to invest further. In our article The Awakening: the difficult merging of different worlds, we discussed how changing the climate of the work place is critical to making the investment in people worthwhile. 72% felt the shift was worth the investment but agreed or strongly agreed with the statement ‘Major disruption to your marketplace or revenues is necessary before most firms will invest in digital transformation’. Certainly technology doesn’t change behaviours. Rather the data and insight we gather through digital allows us to see how people really connect, communicate and cooperate to reorganise in new and more efficient ways.
What are the biggest barriers to digital transformation?
Innovation can come from a variety of sources. Our findings revealed that ‘lack of leadership’ and ‘perceived need’ are two of the biggest barriers businesses must overcome for a successful Digital Transformation to take place. In our article Can the c-suite still innovate? we explore some of the obstacles that emerge over the course of digital transformation. James Moffat describes how technology effectively reduces barriers to new behaviours. He says that by embracing technical innovation ‘Cost is vastly reduced and technology is democratised by combining the cost of a camera, mobile phone, EPOS system, messaging network, word processor, user computer and dozens of other technologies that would have cost millions a couple of decades ago. The differentiator in any market now is not what you do but in the operational execution – how you do it.’
How important are different departments in digital transformation?
We heard how HR and IT departments are not perceived to be as relevant to Digital Transformation as marketing and customer services. We approach the importance of integration of digital across departments in our article The Awakening: the difficult merging of different worlds.
Digital Transformation isn’t something you do…
…Neither is it something you do well or badly. Rather Digital Transformation is a process of change towards occupying a place of maturity. Business success is consolidated through building a capability that is not just good at any one thing. The critical success factor depends upon being receptive to change and responding to changing customer behaviors, rather than by dictating change to customers. Change is the only constant; therefore businesses and brands need to be agile and responsive to accommodate an ever-shifting digital terrain.
If you want to know more about Digital Transformation contact us today for a chat, or send us a message.