Around one-third of businesses are planning to introduce a Digital Transformation programme and one-third already have
Our Managing Digital Marketing 2016 research reveals many challenges for how digital marketing is run in companies today. Problems included lack of focus on integrated strategy, testing and optimisation and structural issues like teams working in silos or lack of skills in integrated communications.
To counter these types of problems and so make the most of the opportunities for growing a business through digital marketing, many businesses are now putting a digital transformation programme in place. The chart shows how many are active in transformation.
You can see that over one-quarter (30%) of businesses already have a transformation programme in place, with many businesses looking to launch their digital transformation programme imminently. A significant proportion of organisations have no intention to implement a programme, perhaps because they feel it is inappropriate for their type of business, for example, startups and smaller businesses or businesses who are online pureplays.
If you're considering launching a transformation programme, see our guide for Expert members to Managing a Digital Transformation programme.
Download for members
This research from Smart Insights in association with the TFM event explores approaches businesses use to plan and manage their investments in digital marketing. Findings and recommendations are grouped into 6 areas to improve the commercial contribution of their digital marketing.
Download our Managing Digital Marketing 2016 report.
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