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eMarketer Report

Digital Transformation 2017: Disrupting 'Business as Usual'

Preview from eMarketer PRO

Executive Summary

For several years, business leaders have been abuzz about digital transformation. But as much as the phrase gets thrown around, many executives and other employees may still lack an understanding of what it means to digitally transform their company—and what that transformation will require.

  • Most executives agree that a digital transformation is necessary in order to combat competitive players, keep pace with disruptive technologies and evolve with shifting consumer expectations. Still, many are unsure of how to start the process, or even of what exactly digital transformation entails.
  • Business leaders shouldn’t get lured into adopting digital technology just because it is new and innovative. Technology is the means to transforming, not an end in itself. Instead the focus should be on setting a clear goal for the future, and then settling on a strategy based on that vision.
  • Not all businesses are prepared for transformation: Multiple factors can prevent these programs from working. However, experts agree that if companies don’t transform, there is an increased risk that they will be disrupted by an upstart or another company that gets to market first.
  • Senior leadership needs to be an internal mouthpiece for change, and the transformative vision must be communicated throughout all levels of the organization. Employee training, hiring the right talent and cross-team collaboration are also critical.
  • Marketers may find themselves responsible for leading the charge. In many cases, a digital transformation is about meeting the customer’s needs—a common responsibility for marketing teams.
  • By its very nature, a digital transformation has no firm endpoint. As a company gets closer to its future vision, the process keeps evolving. However, there are many metrics that can be used to gauge how successful the efforts have been thus far.

"When asked about their attitude toward innovation and disruptive growth, 77% of CMOs worldwide surveyed by Accenture in March 2016 agreed that marketing has a critical role to play."

Digital Transformation: Critical for the Future, and Full of Uncertainty

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Leading Transformation in a Changing Workplace

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Customers Are at the Heart of Transformation

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No End in Sight

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13 charts are included in the full report:

Digital Transformation 2017: Disrupting ‘Business as Usual’

Digital Transformation: Critical for the Future, and Full of Uncertainty

Primary Way in Which Their Company Defines Digital According to Business and IT Executives Worldwide, Nov 2016 (% of respondents)

Establishing Clear Priorities

Factors that Have the Greatest Influence on Priorities for Digital Transformation in 2016 According to Executives Worldwide (% of respondents)

‘You Have to Evolve’

Effect of Digital Disruption on Their Industry According to Executives Worldwide, Dec 2016 (% of respondents)

Executives Worldwide Who Believe They Are Prepared to Meet Digitally Disruptive Competition, Dec 2016 (% of respondents)

Reasons that Digital Startups* Pose a Threat to Their Business According to Business Leaders Worldwide, March 2016 (% of respondents)

Actions that Their Company Is Taking to Counter the Threat from Digital Startups* According to Business Leaders Worldwide, March 2016 (% of respondents)

Leading Transformation in a Changing Workplace

Attitudes Toward Their CEO's Role in Organizational Transformation According to Business Professionals Worldwide, June 2016 (% of respondents)

Roles at Their Company that Have Been Visibly Engaged* in Their Most Recent Organizational Transformation According to Business Professionals Worldwide, June 2016 (% of respondents)

Marketing’s Role

C-Level Executives Most Responsible for Driving Disruptive Growth* at Their Company According to CEOs Worldwide, March 2016 (% of respondents)

No End in Sight

Implementation of Digital Transformation Strategy Among Retail Executives Worldwide*, Dec 2016 (% of respondents)

Measuring Success

Metrics that US Digital Decision-Makers Would Use to Determine Whether Their Digital Transformation Efforts Have Been Successful, March 2016 (% of respondents)

Ways in Which Business Leaders Worldwide Measure the Progress and Performance of Their Company's Digital Transformation Efforts, March 2016 (% of respondents)

Interviews included in the full report:

Chili’s on Personalization Technology: Before Innovation Comes Integration

Interview conducted on March 2, 2017

CMO One-to-One: GE Takes Cues from Startup Culture for Its Digital Transformation

Interview conducted on March 20, 2017

Data Analytics and Personalization Enable Dun & Bradstreet’s Account-Based Approach to B2B Marketing

Interview conducted on March 24, 2017

Why Digital Is Not a Threat to the USPS

Interview conducted on March 27, 2017

Microsoft’s Four Pillars of Digital Transformation

Interview conducted on March 21, 2017

At Dell, the Goal of Three-Year Digital Transformation Effort Is Scalable, One-to-One Personalization

Interview conducted on March 20, 2017

For Marketers, Digital Transformation Isn’t About Chasing the Next Channel

Interview conducted on March 27, 2017

Marriot’s Take on Digital Marketing: Always Look Ahead

Interview conducted on March 2, 2017

For Kimberly-Clark, Ecommerce Is an Untamed Beast

Interview conducted on March 1, 2017

L’Oréal on Playing the Long Game

Interview conducted on March 1, 2017

CMO One-to-One: Chobani’s Culture—Creative and Agile

Interview conducted on March 7, 2017

Digital Transformation Requires a Clear Vision and Focus on the Customer

Interview conducted on March 11, 2017

Hilton Embraces a ‘Millennial Mindset’ to Meet Customer Expectations

Interview conducted on March 2, 2017

Interview conducted on March 15, 2017

Interview conducted on March 2, 2017

Interview conducted on March 7, 2017

Interview conducted on March 10, 2017

Interview conducted on March 14, 2017

Interview conducted on March 17, 2017

Interview conducted on March 13, 2017

Interview conducted on March 3, 2017