Follow posts tagged #digital research in seconds.Sign up
Align the whole organisation to digital, not just your marketing department says Accenture
Money is pouring into digital marketing and the supporting infrastructure around it. Yet companies are neglecting the critical goal of the online eco-system by failing to build a digital orientation across their whole enterprise, and not just their own departments, according to Accenture.
The balance is shifting aggressively towards digital marketing, says the company with 66 per cent of those surveyed assigning more than one-quarter of their budget to digital next year. The heaviest investments are in customer experience and data, and interestingly analytics - a result slightly at odds with some recent Gartner research. These investments align with the priorities to acquire and retain customers and increase sales.
However, in its report based on interviews with 400 senior marketers in 10 countries last year Accenture argues that CMOs need to capitalize on five capabilities ; offering innovation, customer analytics, digital orientation, customer engagement and marketing operations.
“Of these five, digital orientation scores the weakest performance—at the exact moment when it needs to be the strongest. Digital orientation—which Accenture defines as working across the organization to infuse a digital focus in all business processes and functions—is critical to achieving success across virtually any marketing strategy,” according to the reports.
“To improve marketing performance, prepare for the future and reduce complexity, digital orientation can no longer remain only a province of marketing. The entire organization needs to understand how digital is transforming the customer experience.”
Accenture also found that marketers are struggling to maximize ROI across channels. “With a multitude of channels in play—from face-to-face customer contact to paid search— CMOs find it increasingly complex to get the channel mix right.” The report states for example, that two-thirds of marketers recognise social media as an important channel, but less than half believe they are using it effectively.
There needs to be a fundamental change to operating models, says Accenture. “Transformation is also core to half of senior marketers, whether it be completing a transformation in progress or initiating an organizational transformation to become more digitally focused.”
The takeaway for organisations is that “consumer relevance at scale needs to be a key operating principle shared by everyone in the organisation — R&D, manufacturing, marketing, sales, supply chain management, services and other departments — as these all affect the customer experience
Accenture also says that internal staff and external partner choices will be determinants of success. While this smacks of a little of motherhood given it is so self evident, the report suggests, “… it is important to hire and grow digitally experienced staff that can also integrate well with the IT department. “
Partner choices are just as critical since agencies and alliance partners must help CMOs make sense of the market by “improving their levels of execution and delivery and by providing a broader set of capabilities and deeper integration across the agency ecosystem.”
Traveling Communities: Project Reflection
To take a look at the preliminary stage of research, head on over to my Digital Literacy Anecdote.
If you’re more interested in the blurry in-between section of the shift, check out the video on Traveling Communities.
And don’t forget to add a bit of focus to the topic by either commenting on the Youtube video, or by submitting your story on the Tumblr page.