There’s a big change coming to many different businesses as marketing and commerce shift to digital, and certain executives are going to need to get used to that. The impact of smartphones and tablets is touching every aspect of people’s lives, and more interactions with companies are mediated through digital means than ever before. Businesses need to get digital, and get mobile, before the competition does.
A report from Altimeter Group posted back in April 2014 shows that digital transformation has become a significant movement in the market, with “the realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle” taking focus.
Out of those reported, 88 percent of U.S. digital strategists indicated that their firms would be undergoing some form of digital marketing transformation in their latest efforts. There are various types being looked at, and although technology will remain an important factor, understanding the consumer journey seems to be the most critical aspect.
What’s the most important initiative Four of the five respondents in the report believe that improving processes to speed up changes to digital properties, including social and mobile platforms, is a big step. Meanwhile, seven in 10 said the same thing in regards to website and eCommerce programs, as well as integrating channels in the hopes to improve general customer experience. Customer-facing technology is also vital, at least, according to 66 percent of the U.S. digital strategists.
Respondents also felt that the need to show execs that digital transformation efforts don’t reflect their current plans is a necessary step. CMO’s seem to be the most likely to support this idea, although CIOs and CTOs are a little lower on the list, even if they do play a critical role. However, their working together is vital, since the “balance between the CMO and CIO to address the needs and expectations of digital customers is required for true digital transformation.” In short, you’re either on the digital bus, or you’re likely to be under it — either way, the bus is leaving.