Who owns ‘digital’ in a business?

Author: Infomentum

Author: Leigh Hopwood

The marketer does. No, the IT department owns it. Wait, it belongs to everyone.

Who owns digital in your business? Before you answer that, maybe we should understand what we mean by ‘digital’?

Digital marketing is now a common marketing discipline. It combines social media, email, websites and portals. Originally used to listen and broadcast, digital channels are now used to support customer service, with social media and web chat being the fastest growing customer contact channel in the UK.

But ‘digital’ is even bigger than that.

Not only are digital solutions supporting customer self-service through portals and online interactions, but these solutions are enabling customers, partners and employees to access information, transact and collaborate globally. The result is streamlined processes, increased productivity and significant efficiency gains.

To achieve this level of benefit, the whole business needs to be behind a digital transformation programme. Ultimately, the CEO owns the strategic direction of the organisation and in order to realise modern competitive advantage and adopt a digital business model, then it is the Executive Board that will take responsibility for implementing this progressive approach.

Will the CEO turn to marketing or IT to deliver a digital business model?

That depends on the organisation. However, it is more likely that a steering committee combining the CMO, CTO and CIO will be tasked with creating a strategic solution, drawing on their communication, technical and information strengths.

For some organisations, they will employ a Chief Digital Officer to take responsibility for the successful migration to a digital business. It’s a role that is increasingly being seen on the Executive Team, but once an organisation has evolved, it is anticipated that this role will disperse.

What we do know is that each department in an organisation has a vested interest in the digital evolution of their business. Each department head should be influencing the digital strategy and ensuring their line of business is willing and able to support this inevitable change.

Digital transformation; the Trending Business Transformation

Author: Infomentum

Author: Leigh Hopwood

Gone are the days of focusing on saving money. Business leaders are now looking at either how to simply keep up with their customers, or how they can profit from digital.

The result requires business transformation. Or is it digital transformation? What is the difference?

To be honest, there should be no difference. Or there certainly won't be as time goes by. Becoming a digital business could be compared to the days of computerising your business back in the 1980s. The installation of a computer to enable you to do your job quicker is no different to implementing a digital strategy in order to operate more efficiently, and deliver a more acceptable customer experience.

Although you might call it digital transformation, what you're actually doing, if you're doing it right, is transforming your business into a modern business ready for the next stage in its life.

Why is this transformation important? What will digital transformation bring to your business?

- Growth and opportunity
- Enable you to take products to market faster
- Exploit the talent in your digital savvy workforce
- Provide a platform for innovation
- Quality customer conversations regardless of channel
- An opportunity to build brand loyalty again
- Huge cost savings - from tech savings, to people

Above all, undergoing digital transformation will enable you to create a sustainable business by remaining competitive.

Sounds great, eh? But where do you start? Check out our Digital Transformation Strategic Assessment and we'll help make sure you've got the right approach to transforming your business.

Why not watch our video on Digital Trends to find out the key technologies disrupting businesses.

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