5 key aspects of digital transformation
Posted: Wed Dec 04, 2024 5:31 am
Share on FacebookTweet about this on TwitterShare on LinkedInPin on PinterestShare on Google+Email this to someone
Digital transformation
Today we talk about “ digital transformation ” in companies, so often heard in the sector’s media and so often used in meetings and events. This concept goes far beyond a digital marketing department . The technological revolution we are experiencing has brought about a change of era that affects all areas of human life.
To understand the reality in which we are already immersed, we want to share with you this inspiring video, a short film, made by the futurist Gerd Leonhard , in co-production with Accenture, in which we see technologies as disruptive as artificial intelligence, augmented reality, robotics, wearables ...
From a business perspective, how can we face this reality? By innovating . But to do so, companies need to be digitalised . This transformation must occur in all areas of the company, with profound changes usa business email list in strategy, business models, organisation, employees, culture… and in a constant and permanent way. We should not understand it as an isolated and temporary process, as this is one of the most common mistakes.
Constant transformation , as explained in the Boston Consulting Group report, A leaders' guide to “Always on transformation ” , which establishes the necessary criteria for a company to be in continuous reinvention. It is nothing more than adding value to people: inspiring, supporting, building capabilities, agile culture or learning environment, among other things.
Taking this idea as a basis, let's see how this era of change will affect companies that achieve constant digital transformation:
Technology departments: they seem to be the most directly involved. In this unpredictable and unstoppable scenario, disruptive technologies, the potential of Big Data and Cloud Computing, are going to be key for the organizations of the future. CIOs are emerging as strategic positions since their decisions will affect the entire company and they must be involved in all the processes of the different teams. They must not only know about technology, but also have in-depth knowledge of the business, have leadership capacity and communication skills.
Marketing : the company must be reinvented , and this need is nothing more than a reflection of the change that has occurred in the consumer in this digital era, because we must reach this new hyper-connected, informed and critical prosumer , who expresses himself and influences others with his opinions. He looks for experiences and not products. The new possibilities opened by social networks, mobile marketing, programmatic purchasing technologies or what is to come make it necessary to rethink marketing strategies. Of course, we forget the distinction between “on / off” marketing, we talk about 360º or multi-channel actions. CMOs are key players who know this new prosumer well and will therefore intervene in all business decisions. The phrase from Diageo CEO Ivan Menezes is very clarifying:
“It's not about doing 'digital marketing', it's about marketing effectively in a digital world.”
Leadership and Management : If we have to adapt the company to a reality that is radically changing production, distribution channels, customers, markets and human teams, this digitalization process requires high-impact measures, so it is necessary for the change to come from the top. We talk about leadership because the new CEOs must lead this change with the involvement of all managers (C-level, as we have seen in the previous points), to reach all companies. We could stop here on the characteristics of the new leader but it would take several posts, so we will only say that it is necessary to provide a framework suitable for change, flexible and transparent, with new structures that encourage change at all levels of the company.
Corporate culture: Everything mentioned above has a lot to do with corporate culture, as a change of mentality must take place in which permanent innovation is promoted in all areas. Collaboration is key in this new digital paradigm in which we move (co-working, co-design, co-creation, co-thinking), and produces highly creative results that favor change and innovation. In this sense, human resources departments must be 100% involved in creating this culture and transmitting it to the teams. We are talking about people management, talent acquisition. It is essential not only to allow but to encourage learning, curiosity... internal communication models change radically. The new corporate culture must be transmitted to the outside as a brand value.
Workspaces: The change must be such that it reaches the workspace, as we seek to create a higher quality, flexible, smarter and collaborative environment. Technology and space design are used to generate change towards a more satisfactory work culture that allows for a better work-life balance. In this sense, cyber workspaces are important, with collaborative technological tools, new internal communication methods, etc., all in order to maintain and improve the involvement of remote employees.
Digital transformation
Today we talk about “ digital transformation ” in companies, so often heard in the sector’s media and so often used in meetings and events. This concept goes far beyond a digital marketing department . The technological revolution we are experiencing has brought about a change of era that affects all areas of human life.
To understand the reality in which we are already immersed, we want to share with you this inspiring video, a short film, made by the futurist Gerd Leonhard , in co-production with Accenture, in which we see technologies as disruptive as artificial intelligence, augmented reality, robotics, wearables ...
From a business perspective, how can we face this reality? By innovating . But to do so, companies need to be digitalised . This transformation must occur in all areas of the company, with profound changes usa business email list in strategy, business models, organisation, employees, culture… and in a constant and permanent way. We should not understand it as an isolated and temporary process, as this is one of the most common mistakes.
Constant transformation , as explained in the Boston Consulting Group report, A leaders' guide to “Always on transformation ” , which establishes the necessary criteria for a company to be in continuous reinvention. It is nothing more than adding value to people: inspiring, supporting, building capabilities, agile culture or learning environment, among other things.
Taking this idea as a basis, let's see how this era of change will affect companies that achieve constant digital transformation:
Technology departments: they seem to be the most directly involved. In this unpredictable and unstoppable scenario, disruptive technologies, the potential of Big Data and Cloud Computing, are going to be key for the organizations of the future. CIOs are emerging as strategic positions since their decisions will affect the entire company and they must be involved in all the processes of the different teams. They must not only know about technology, but also have in-depth knowledge of the business, have leadership capacity and communication skills.
Marketing : the company must be reinvented , and this need is nothing more than a reflection of the change that has occurred in the consumer in this digital era, because we must reach this new hyper-connected, informed and critical prosumer , who expresses himself and influences others with his opinions. He looks for experiences and not products. The new possibilities opened by social networks, mobile marketing, programmatic purchasing technologies or what is to come make it necessary to rethink marketing strategies. Of course, we forget the distinction between “on / off” marketing, we talk about 360º or multi-channel actions. CMOs are key players who know this new prosumer well and will therefore intervene in all business decisions. The phrase from Diageo CEO Ivan Menezes is very clarifying:
“It's not about doing 'digital marketing', it's about marketing effectively in a digital world.”
Leadership and Management : If we have to adapt the company to a reality that is radically changing production, distribution channels, customers, markets and human teams, this digitalization process requires high-impact measures, so it is necessary for the change to come from the top. We talk about leadership because the new CEOs must lead this change with the involvement of all managers (C-level, as we have seen in the previous points), to reach all companies. We could stop here on the characteristics of the new leader but it would take several posts, so we will only say that it is necessary to provide a framework suitable for change, flexible and transparent, with new structures that encourage change at all levels of the company.
Corporate culture: Everything mentioned above has a lot to do with corporate culture, as a change of mentality must take place in which permanent innovation is promoted in all areas. Collaboration is key in this new digital paradigm in which we move (co-working, co-design, co-creation, co-thinking), and produces highly creative results that favor change and innovation. In this sense, human resources departments must be 100% involved in creating this culture and transmitting it to the teams. We are talking about people management, talent acquisition. It is essential not only to allow but to encourage learning, curiosity... internal communication models change radically. The new corporate culture must be transmitted to the outside as a brand value.
Workspaces: The change must be such that it reaches the workspace, as we seek to create a higher quality, flexible, smarter and collaborative environment. Technology and space design are used to generate change towards a more satisfactory work culture that allows for a better work-life balance. In this sense, cyber workspaces are important, with collaborative technological tools, new internal communication methods, etc., all in order to maintain and improve the involvement of remote employees.