Tag: digital transformation

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Digital strategies: senior marketers – you’re being way too optimistic!

digital strategies

Research by Acquia has exposed a huge gap between digital strategies and their execution, with senior marketers in large organisations being blindly optimistic and setting unrealistic expectations for their company’s digital ability. But Sylvia Jensen believes it’s not just a lack of skills or budget holding large organisations back, it’s also not having the right technology in place. She says brands need to be embedding digital within the culture of the business, rather than viewing it simply as a ‘tool’.

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Global Insight Strategy and Management

Think less digital transformation, more digital optimisation

digital optimisation digital marketing barrier

Organisations are aiming to futureproof and broaden their own technology landscape– but they should avoid focusing on innovation for innovation’s sake, says Tomas Salfischberger. When it comes to marketing technology, make the most of what you’ve got – deploy digital optimisation instead of re-engineering the entire process. Focus on software that can be integrated into mission critical systems to make sure you are getting the most out of your data; streamlining the customer journey and delivering truly personalised experiences. Here’s how:

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Europe Global Insight Strategy and Management UK

Biggest digital marketing barrier ‘is still internal cultural resistance’

digital optimisation digital marketing barrier

Company ethos is holding back an effective digital strategy, new research from Acquia has shown. Half of the heads of digital polled claim they lack support from team members and those in other departments and 37% say even their own boards are adding to this digital marketing barrier. So how can they move on from the ‘old way of doing things’ to drive their businesses more effectively? Certainly, they need to jump on modern trends like personalisation and multi-channel marketing by learning about their website visitors – and they should keep content up to date so they can generate more engagement and thus more revenue. Sylvia Jensen has more detailed advice:

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Data Governance & Security Data Protection ePrivacy Regulation Europe GDPR Global Insight Strategy and Management UK

Fresh from MINT 2018 – GDPR, harnessing intelligence and marketing into the future

MINT 2018, MINT – GDPR

MINT 2018 brought together marketing practitioners and experts from around the world to discuss the latest big issues of our industry – including the looming GDPR, innovation and disruption and the data economy. Here’s a snapshot of what they had to say.

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Europe Global Insight Strategy and Management UK

Changing role of chief marketing officer – who is the CMO of the future?

chief marketing officer

The modern CMO must shine in an ever-changing and increasingly challenging workplace, in a role that is in a constant state of flux. Essentially, it’s because of Big Data – customer expectations and technological innovation are combining to pile the pressure on marketers to showcase skills that were never required of them just a few years ago. How do they feel and how do they cope? Jamie Matthews shares some expertise and some survival tips:

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CRM Data Driven Channels Global Insight

Leveraging digital transformation: do or die

digital transformation

Over the course of the next decade, it will probably not be enough to just engage with digital; organisations will have to become digital enterprises.

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Best practice Data Driven Channels Europe Global UK

Exploding the myth of ‘customer centric transformations’

customer centric customer loyalty

Marketing teams’ attempts to engage with their company’s customer experience often fail and set the business back further – learn why and how they should think differently to succeed.

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Data Driven Channels Europe Insight UK

The art of digital transformation

digital transformation customer experience

Bill Payne discusses how crucial consistency is for customers, how to transform your organisation to become digitally enabled and how to overcome the challenges of this digital transformation. 

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