Brian Solis and Altimeter Group recently released their second report on Digital Transformation. This new report is aimed at executives and digital strategists to help them (you) further understand the state of digital transformation as you plan your next steps and investments.
- Digital transformation is more than a change from a technology perspective – it’s the realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touch point in the customer experience lifecycle
- Only one quarter of companies surveyed had a clear understanding of new and under-performing digital touch points – how can companies make the shift without clear understanding of their competitive and technological weaknesses?
- Transformation involves a renewed focus on the digital customer and the evolution of the customer journey
- The key to gaining a deeper level of understanding around these touch points is journey mapping research
- Most important digital transformation to companies surveyed (80%) say that improving processes that expedite changes to digital properties ie. Website updates, new mobile or social platforms etc.
- Customer experience life cycle cannot transform without looking at the whole picture – companies need to be cognizant of where their priorities in actively dealing with this transformation lie and determine if the resources are available
- Company culture is at the root of digital change
Download your copy of the report
by Alexander Jutkowitz via Harvard Business Review
We are, at present, in the midst of a historic transformation for brands and companies everywhere — and it centers on content.
Nine out of ten organizations are now marketing with content – that is, going beyond the traditional sales pitches and instead enhancing brands by publishing (or passing along) relevant information, ideas, and entertainment that customers will value. The success of content marketing has radicalized the way companies communicate. For innovative brands, an award-winning Tumblr now carries serious clout; hashtag campaigns have become as compelling as taglines; and the Digiday Awards are as coveted as the Stevies. The content marketing revolution signals more than a mere marketing fad. It marks an important new chapter in the history of business communications: the era of corporate enlightenment.
Read more >
By Meghan Ennes | Harvard Business Review | Full Article
Social media has arrived, but companies still aren’t sure what to do with it. Fifty-eight percent of companies are currently engaged in social networks like Facebook, microblogs like Twitter, and sharing multimedia on platforms such as YouTube – but research from the Harvard Business Review Analytics Services report “The New Conversation: Taking Social Media from Talk to Action” [Report PDF; sponsored by SAS] finds that much of the investment in social is future-oriented. In the slides that follow, we’ll dive into this research, showing how most companies really use social media – and what the most effective users do differently.
Although 79% of the 2,100 companies surveyed are either using or planning to use social media channels, a measly 12% of those firms feel that they are using them effectively. These social media all-stars engage beyond the tired method of “shout marketing,” by using social more often to promote their brand, monitor trends among customers, and even research new product ideas.
“There’s never been a better time to be a marketer.”
Adobe Systems started the roll out their new marketing campaign titled “Metrics not Myths” in the attempt to leverage the emotions of marketers in today’s digital landscape. According to Ann Lewnes,Chief Marketing Officer at Adobe – “I hope you’ll pardon our French, but we want this campaign to be honest in capturing both the passion and genuine frustration marketers feel when their contributions are undervalued and they’re told the impact of their work isn’t measurable.” Ann’s Full Blog >
The new campaign aims to prove that marketing efforts in the digital realm DO have a significant impact on consumers and the results CAN be measurable. Unlike any campaign Adobe has run before, the focus will be presenting it’s message with humor, irony, and somewhat bold/provocative statements about marketing today.
Adobe presented it’s first myth – “Marketing is BS” in the New York Times and Wall Street Journal, and will be releasing others in the months to come including: “Social Media is Worthless” and “Marketers Hate Big Data”. Adobe is urging social users to join the conversation on Facebook and Twitter (#MetricsNotMyths). Adobe’s rich social campaign also includes fun videos like “BS Detector”:
How is the campaign doing so far? Seems like the results speak for themselves!