Orlando Digital Marketing Strategist
Successful companies today know that in order to succeed in the modern consumer-centric market, they need to have a plan. Digital marketing strategy requires thought, planning, execution, measurement and optimization. As a seasoned leader in digital marketing and strategy, I know what it takes to actually implement those strategies. Throwing money or technology at a problem will only be a waste of both without someone there to set the vision and to see it through the execution.
The Great Digital Transformation MISUNDERSTANDING
The concept of a “Digital Transformation” is one of the most mis-understood in modern marketing. Too many leaders think that digital transformations are a linear process. Start at point “A”, follow a few steps and wind up at point “B” and you’re done. It’s not entirely their fault; over-simplified maturity models and agency pitches make it sound like they’ll be the “Uber” of their industry in just a few months. If digital transformation were that easy, everyone would have transformed by now. The over-simplification of digital transformation will be the downfall of many organizations in this and the next decade.
WhAT'S THE REAL CHALLENGE?
The real challenge for companies facing possible digital extinction often isn’t one of budget – it starts as a leadership problem. The teams and people leading and executing the transformation will make or break the success. Leaders must have a sense of urgency and an “all-in” mentality in order for something so fundamental as digital transformation to be a success.
Leaders have to realize transformation is actually a series of small to medium projects and wins, not one gigantic effort. Leaders also must understand that if an organization doesn’t do the basics well (like reliable, accurate data), there’s no way for a transformation to succeed. Digital transformation builds upon itself. Do the basics well first, then take on the next step in the evolution.
I am a strategist. I Can Execute.
In my experience, companies that fail at digital transformation do so because they lack one or both of the required elements in a digital transformation: vision and execution. If it’s not clear what you want your organization’s future to look like in 5 or 10 years, how could you possibly evolve it to get there? If your future state vision isn’t defined, you’ll never get there.
Other organizations have great vision but fail at executing. I call these the “we should” companies and teams. You hear a lot of great ideas in the break room and hallways, but no one is working on actually doing what everyone agrees should be done. “We should” companies eventually become demoralized and never actually get started in any meaningful way in realizing their digital transformation ambitions.
Leaders, I urge you to hire individuals that can provide vision and execution of your digital transformation efforts. Give your teams the resources to succeed, permission to fail (and learn) and the time to think deeply about the challenges they face.