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Digital transformation

Three essential steps to kickstart Digital Transformation

Digital Transformation is a focus for many organizations right now and as you can see from the Google Trends search volumes, it's increasing in popularity recently. As with any change within an organization, there are many challenges (as shown in my previous post on Understanding Digital Transformation), so once you've identified digital advocates in the organization, it's time to map out the journey. [si_guide_block id="38465" title="Download our Business Resource – Managing digital transformation guide" description="This practical guide was created to support our Business members throughout the digital transformation process."/] In recent months, several companies have mentioned to me that their CEO is committed to digital, but they're having challenges at middle management levels, where it's harder to gain commitment. This can be easier if there is a clear plan shared with all. You can, as many do, call this your digital roadmap,…

There comes a time in every business when scalability takes front and center. As difficult as the beginning stages were, achieving a scalable business can be just as challenging

You’ve succeeded in proving that your business is viable, but now you have to make sure you achieve steady growth. Scale too quickly and you can suffer from not being prepared. Scale slowly or unevenly and you may get stuck with employees you hired that you don’t need anymore. Overall, you need to ensure that the rate of your growth doesn’t hurt you in the long run. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] How can you do that? By coming prepared. There are certain elements you can integrate into your business now that will ensure a seamless scaling process in the future and will also help if you…

How to define an appropriate budget for digital transformation - one that’s realistic yet takes into consideration the aspirations of and opportunities available to your organization

This a difficult balancing act, and never more so than for digital transformation projects. Here, we share some tips to deliver you a budget that effectively serves your transformation aims, helping you maximize the impact of your initiatives. With so many different moving parts, digital transformation projects require a rock-solid foundation from which to build - including a budget that accurately reflects the scale and complexity of the initiative, while remaining achievable and realistic. However defining such a budget - not to mention getting it signed off - can be challenging. We’ve all heard the horror stories of projects going over budget, stalling, or even being abandoned altogether. If you’re currently in the early stages of your digital transformation journey and want to avoid a similar fate, this…

New research comparing user customer experiences for banks

This study caught my attention since it highlights the digital disruption caused by challenger banks and how some industry incumbents have improved their performance, but others haven't. This painstaking usability research involved competitor benchmarking where Peter Ramsey of Built for Mars each click reviewed different activities like opening an account was logged and compared. The findings are shocking... Look at the difference between the 10+ days for an account to be active from existing banks in comparison to the 2-3 days for an account to be active from challenger banks like Monzo, Starling and Metro. Kudos is due to the traditional banks like Barclays and Lloyds who have revised their back office process using STP (straight-through processing) so that they offer a 2-day turnaround process. In terms of digital experiences, the challenger banks perform even better... It took 5x as many clicks…

Chart of the Day: How popular are Digital Transformation programmes?

Our Managing Digital Marketing research (a free download) reveals many challenges for how digital marketing is run by companies today. Problems included a lack of focus on integrated strategy, testing and optimization and structural issues, such as teams working in silos or lack of skills in integrated communications. To counter these types of problems and to make the most of the opportunities for growing a business through digital marketing, many businesses are now putting a digital transformation programme in place. The chart shows how many businesses are active in transformation. You can see that over a third (35%) of businesses already have a transformation programme in place, which is an increase from the 34% who last year had a programme set up. On top of this, 31% are looking to launch…

Businesses will always need specialist digital skills

So, Mark Ritson believes it’s time to shut down digital marketing teams for good. I disagree. Why? For the simple reason that for businesses to compete, digital marketing demands excellence in specific digital skills, which are integrated throughout marketing. For me, larger businesses need a core digital team or Digital Marketing Centre of  Excellence to ensure that digital marketing investments are prioritized and the latest techniques are used to ensure businesses can compete through digital marketing platforms, such as Facebook, Instagram, Google, and LinkedIn, which influence so many purchases today. [si_guide_block id="84595" title="Download Free resource –Integrated marketing megatrends" description="Learn about the 10 megatrends that have already helped leading companies future-proof their strategies by ensuring all aspects of marketing are integrated."/] I'm not saying that marketing roles aren't important, far-from-it. Marketing directors, brand, product, and campaign managers are at least as important to…

Reviewing how to integrate digital marketing into marketing team structures as part of Digital Transformation

The latest Smart Insights research study shows how common Digital Transformation projects or programme are today with 30% already having a programme up & running and 31% planning to within the next year. Yet, digital transformation doesn’t occur overnight. There are a series of steps to go through to get there and the critical factor is the staff. Imagine a world where your Digital Working Party, Digital Group, or Digital Collective is in place, they’ve had several meetings and agreed on an action plan! What’s next? In this series of posts on digital transformation, I’ve looked at what it is, how to start, getting buy-in, and catching up with the competition. In this final post, I take a look at options and examples of how you structure your digital…

The best digital marketing research across marketing channels - including SEO, PPC, CRO, social, mobile, martech, email, e-commerce, and UX - to help inform your 2019 marketing strategy

Because the state of digital marketing is always evolving, it is important to keep up-to-date with the latest research in your industry or marketing channel in order to stay ahead of your competition. However, it can be difficult to find the digital marketing research you need to help inform your digital strategy. We first curated these stats in 2017, but during 2018 and 2019, we've been committed to updating this article using the best digital marketing research data sources, which the team at Smart Insights have found helpful and informative throughout the year. Hopefully, this will help you too! [si_blog_banner_cta]

SEO statistics 2019

Total site visits produced by organic search…

Aspiration for better digital experiences is never the problem but buy-in and execution can be.

Aspiration for better digital experiences is never the problem but buy-in and execution can be. Faced with rising digital expectations, B2B marketers and their IT colleagues know something must be done but often have too many internal roadblocks to get there. Episerver recently surveyed 700 global B2B decision-makers and has provided insights into what professionals want to do today, tomorrow and in the future to fix the customer-centricity gap between what their customers want and what they actually deliver. [si_blog_banner_cta]

Digital experience today

A large percentage of marketers and technology professionals say their website delivers an exceptional customer experience and follows industry best practices. According to Episerver’s research, 86% of professionals surveyed said they deliver industry-leading websites and 84% said they deliver exceptional customer experiences online. This confidence reverses, however, when marketers and technology professionals were asked…

Interview: Roberto Abbondio, Managing Director of Eurostar

We spoke to Roberto Abbondio, MD New Digital Business of Eurostar, to find out how they plan, optimize and manage their digital transformation and long-term marketing strategy. Roberto is one of many senior keynote speakers at Digistrategy 2017, London on December 14th.  Roberto joined Eurostar in 2017. As MD New Digital Business, he is in charge of strategic projects aimed at engaging the customer with innovative and relevant ancillary propositions. Roberto joined from Cathay Pacific where he served as Managing Director Cathay Pacific Holidays in Hong Kong, leading its transition to a modern digitalised one-stop shop for the airline. Prior to that he was part of the start-up of Hostelbookers.com and he worked for Expedia as Business Development Director for their b2b division, based in Paris. In his early career, after his Political Economics degree at Bocconi in Milan, Roberto covered various roles at British Airways,…