Access and Feeds

Digital Transformation: More than Brand Alignment and a Pretty Website

By Dick Weisinger

94 percent of senior business leaders at businesses with $15 million to $200 million say that a top priority for them is Digital Transformation, according to a report by CompleteSpectrum.

The problem is though that when the individual leaders surveyed were asked what they thought that digital transformation meant, the answers varied widely. Some responses included:

  • Aligning digital presence with brand
  • Developing an online strategy to generate leads
  • Automation of digital marketing
  • Measuring the ROI on digital channels
  • Revamping the company website to make it more aesthetic

While those ideas are important, they seem to miss the mark about what digital transformation can really do.

But what about digitization and the removal of paper? Automation of workflows and processes? Better integrating apps to remove siloes and be better able to exchange data. Interestingly, those ideas weren’t mentioned.

Adrian Bridgwater at Forbes magazine, wrote that “marketing people love to call it ‘digital transformation’, but it might be more accurate to call it digital codification i.e. we’re taking existing elements of business and driving them into a place where we have coded the information in the processes that drive them. Paper isn’t dead, but work has gone digital… and you can make a note of that.”

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