Digital Transformation for Marketers: Turning Strategy into a People-First Plan

As published by ICP

Digital Transformation has the power to transform business success, and in the world of marketing and brands to change the conversation to an individual consumer level by harnessing the insight and power of technology, data and analytics.

Digital Transformation remains a key focus for organizations, as the pressure to adapt to the opportunities and challenges of the Omni-Channel world is quickening. That pressure is felt from the boardroom to the marketing department, as all have to change to realize the full potential of Digital Transformation and not lag behind competitors.

The key objectives of a successful Digital Transformation strategy are:

• To enable a consistent and relevant one-to-one relationship between the consumer and brands, helping gain competitive advantage
• To provide a blueprint for Digital Transformation that is agile enough to accommodate change
• To unite the company in the pursuit of the Digital Transformation vision
• To successfully implement long-lasting change and deliver on the Digital Transformation promise

To deliver on the promise you need many wise heads with the right mix of leadership, experience, market awareness technical know-how, and change management skills.

This report from our partners at ICP focuses on the, often overlooked, people and change area of Digital Transformation and highlights the importance of a more sustained and people-centric approach, focusing on the role of the marketer and partners. We go on to describe some ‘best practice’ approaches, what can typically go wrong, and finally, what ROI might look like.

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