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What’s driving digital transformation? [Infographic]

Author's avatar By Dave Chaffey 18 Mar, 2015
Essential Essential topic

What is Digital Transformation and what can hamper it?

This new infographic summaries a new report from Infomentum exploring barriers and steps to digital transformation.

It starts with a definition of digital transformation, which although by Brian Solis, isn't as dynamic as you might expect. It also doesn't get to the main success factors which, for me, are people, process and tools in that order.  Here's the definition James Carson and I cooked up in our Digital transformation toolkit:

"Digital Transformation: A staged programme of business improvements to People, Process and Tools tools used for integrated digital marketing to maximize the potential business contribution of digital technology and media".

The infographic goes on to explore the barriers and how to overcome them but keeping them straightforward for a CEO. Possibly too simple, but the second part of the infographic does highlight the success factors and reason for change.

Digital transformation - introduction and definition


To download, see the Infomentum site for their Digital Transformation report and infographic. For a more detailed approach which is pitched more as Digital Transformation for the Marketing director or manager, see our Digital Transformation Toolkit and infographic.

Also covering Digital Transformation on Smart Insights this week, we published an interview with Ann Holman, a consultant at PwC who gives her recommendations on getting buy-in for Digital Transformation.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing 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. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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