New, exclusively for members

Free Personalized Learning Plan

Find the resources that are right for you with a personalized learning plan

Get started
Explore our Digital Marketing Strategy and Planning Toolkit

The Top barriers to Digital Transformation

Chart of the Day: What challenges do a successful digital transformation programme need to overcome?

Our latest Managing Digital Marketing Research report showed that many businesses are actively pursuing Digital Transformation with over one-quarter (30%) of businesses already having a transformation programme in place. 33% are planning to start a digital transformation programme within the next 12 months.

By its very nature, successful digital transformation requires significant changes to diverse areas including marketing, technology, and skills. This new July article from the McKinsey Quarterly highlights a range of challenges according to a survey of senior respondents in large businesses. It's useful since it highlights the main risks that need to be managed in a transformation project:

The biggest challenge featured as the headline and recommendations of the McKinsey article is not digital-specific, but relevant to any large change management project, i.e. Cultural and Behavioural changes.

The other challenges noted are less surprising, these include marketing technology suggested by lack of IT infrastructure; lack of digital marketing skills and talent, creating the right structure and processes.

The high rating of 'lack of understanding of digital trends' as a challenge is surprising since there is a lot of information available on these relating to new business models, changing consumer technology adoption such as smartphones and techniques such as Machine Learning and AI for Marketing. Perhaps the real challenge here is prioritizing where investments in digital marketing and technology will have the biggest impact.

  • Source: McKinsey Quarterly, July 2017, Culture for a Digital Age
  • Sample: 2135 respondents in large organizations worldwide
  • Recommended Smart Insights toolkit: Managing Digital Transformation includes the 7 Steps to Managing Digital Transformation and Change Management Success Factors guides

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

This blog post has been tagged with:

Digital transformation barriers

Start the discussion on our community and social networks

Turbocharge your results with our

Digital Marketing Strategy and Planning Toolkit

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Need help with your Digital Marketing?

Get more from your digital marketing with in-company or remote training and consultancy from Smart Insights

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Recommended Blog Posts

Popular Blog Posts