Digital Transformation

@AnnmarieHanlon

Dave Chaffey and James Carson

“A staged programme of business improvements to People, Process and Tools used for integrated digital marketing to maximize the potential business contribution of digital technology and media.”

Digital Transformation

25 years’ ago

Technology exceeds companies' capabilities to manage the challenges

Where is

your business?

Digital StrategyONE Initial

TWOManaged

THRE

E Defined

FOUR Quantified

FIVE Optimized

87%

The usual way?

Performance Improvement Process

ONE Initial

TWOManaged

THRE

E Defined

FOUR Quantified

FIVE Optimized

87%

Adapting processes

Management Buy-InONE Initial

TWOManaged

THRE

E Defined

FOUR Quantified

FIVE Optimized

74%

“It’s not right for us”

Resourcing and structureONE Initial

TWOManaged

THRE

E Defined

FOUR Quantified

FIVE Optimized

77%

We witness well-known companies managing customer conversations publicly

And it’s not always positive

We’ve lost control

Customer feedback can be direct

And sometimes staff get frustrated

Responsibility

Skills

Tactics first

Agencies

Customers

Challenges

Getting started

1. Gain evidence  

2. Create objectives

Advocate

Vision

Team

Getting buy-in

Consider the timing

DIGITAL ROADMAP

Benchmark against competitors

Listen to customers

Build a team

1. Create an event

2. Divide up big tasks

3. Get all the actions on to the cloud

4. Appoint ‘owners’ for specific tasks

5. Identify quick wins

6. Have faster, shorter meetings

7. Say ‘thank you’!

@AnnmarieHanlon