Why digital transformation is a marketing initiative
Digital transformation used to be the IT department’s job. Marketers might hope to benefit from it, but they certainly wouldn’t expect to lead it – and given how complex and prone to mishaps transformation initiatives could be, many were happy that way.
A new generation of marketing leaders knows they can no longer afford to sit on the sidelines of digital transformation. Marketers need to be at the heart of it, providing a crucial sense of direction that stops the transformation process from spinning out of control, always keeping the customer journey in sharp focus. They recognise that transformation means more than efficiency: reimagining the type of value you can create for your customers and providing a vision that can get all functions driving towards the same goal. Digital transformation is about re-orienting the business around the customer – and that makes it a marketing initiative.
In this episode of Live with Marketers, we heard from marketing leaders who have taken the lead on digital transformation – and put their team at the heart of shaping business strategy.