Organizations Struggle with Marketing's Digital Transformation - eMarketer
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Organizations Struggle with Marketing's Digital Transformation

Changing company culture and assigning responsibility are key obstacles

September 14, 2016

By now, most companies have come around to the benefits of using digital marketing technology to optimize and grow their businesses. But that doesn’t mean that figuring out how to use such tools has been easy.

Business Areas Where Digital Technology Has Had vs. Will Have* a Positive Effect According to Business Professionals Worldwide, Q2 2016 (% of respondents)

As a variety of research demonstrates, many marketing organizations still struggle with challenges like adapting company culture for digital technology and figuring out who should spearhead implementation efforts.

According to a Q2 2016 survey co-published by Genpact Research Institute and Harvard Business Review Analytics Services, nearly all business professionals believe digital technology has already had, or will soon have, a positive impact on business areas like optimizing the cost of serving customers, creating internal efficiencies and boosting customer loyalty.

But despite the positive outcomes many business professionals attribute to digital technology, additional research suggests many struggle to implement this technology within their organizations.

Executive Roles Responsible for Creating the Vision for Digital Technologies at Their Company According to Business Professionals Worldwide, Q2 2016 (% of respondents)

When naming the barriers to their companies’ use of digital technology, almost half said an inability to experiment was a problem, while more than 40% mentioned change management as a key issue.

Perhaps an even bigger challenge to tackle when it comes to implementing digital technology is who should be in charge of defining the “vision.” In Harvard and Genpact’s study, responsibility for creating the vision for digital technologies was spread across a number of C-level roles, including the chief information officer, chief technology officer or CEO.

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