If they hope to flourish, marketing organisations need to adopt the same set of cultural practices that enable the world’s top digital companies to command our technology-led world. These practices are centred around facilitating digital leadership and should be at the core of organisational strategy.
The lay of the land
But a recent study by Facebook and Deloitte found that marketing organizations today are “doing”—not “being”—digital. Being digital isn’t just about technology, it’s about weaving the digital thread into business, operating, and customer models. This finding is consistent regardless of company size, industry or geography.
Nine digital practices are particularly important for marketing. Within six of these, marketing organisations are generally still in their nascency – ‘doing digital’ – leveraging digital technologies to extend their capabilities, but relying largely on traditional business models. In the other three however – ‘being digital’ – they’re far more developed.
Dynamic skill requirements
Today, skill requirements are constantly changing. To be effective, organisations need teams with multifoliate skills that can be used in a variety of ways to tackle new challenges. This requires more advance training programs.
Maturing digital organizations need the heightened awareness and flexibility to quickly adapt to unexpected changes in the marketplace. This requires tools, processes and policies that make it easy to work in a rapidly changing environment.
Fluidity is the ability to move with ease from one situation to the next. It is closely related to agility, but centers more around anticipated changes.
In technology, disruption is a constant; however, some disruptions are significant while others are noise. Marketing organisations must be able to tell the difference and then have the capabilities to respond appropriately.
Real-time and on-demand
The ability to make changes in real time based on feedback from customers and stakeholders, providing information and services on demand—whenever and wherever people need them.
Fail early, fail fast, learn faster
Maturing digital organisations aren’t afraid to fail; they crank out solutions as quickly as possible, make improvements through rapid iteration and actively learn from their mistakes.