Digital is not a destination.
An organization can’t “reach” digital as an end point of a project. There is no digital finish line, where the work is suddenly done and marketers can sit back and marvel at the transformation. The shift to digital is two-fold: a shift in buyer behavior that has fundamentally changed where, how and when our customers are choosing to engage and transact coupled with a shift in business behavior that has fundamentally changed where, how and when organizations are connected both internally and externally.
Digital is a moving target.
This shift, from the vantage point of the senior marketing decision-maker, has translated into a heightened need for new expertise, new campaigns, new content and new data-rich repositories for marketers to gain intelligence and insight about their customers. In short, the digital shift has changed everything.
According to the 198 marketers that took part in a recent survey fielded by the CMO Council, in partnership with IBM, as digital transformation has impacted almost all aspects of marketing operations, 38 percent of respondents feel that digital strategies—those strategies directly developed to engage the digital customer—have delivered mixed results to date. Furthermore, marketers admit that they have yet to effectively integrate physical and digital experiences as 49 percent admit that alignment is selective at best, with some ties between physical and digital being made while many remain totally disconnected.
The question that remains is how ready marketing organizations are for the speed at which this transformation will advance. Read the full report.
