- C-suite analysis reveals companies should embrace fixed evolution and iteration to attain digital success
- More than two-thirds (68%) now not suppose when it comes to ‘transformation’ however moderately of fixed evolution to embrace change
- The stability of tech, digital and tradition shouldn’t be mature, with 42% of digital-first companies much less more likely to see digital transformation as a elementary change
- Marketing’s potential to remodel the digital expertise shouldn’t be getting used to its full potential: virtually half unable to give attention to continuous enchancment
London, 26 May 2022 – A brand new report from Netcel, Optimizely and Siteimprove has discovered that senior enterprise leaders are now not considering when it comes to digital transformation. Instead, greater than two-thirds (68%) are shifting to fixed evolution and iteration to embrace change, suggesting that digital evolution is more likely to substitute digital transformation as a more practical methodology for companies to adapt to and embrace at the moment’s consistently evolving business panorama.
Research carried out by unbiased company, London Research, questioned greater than 300 C-suite executives about their attitudes in direction of digital transformation and the way it pertains to their enterprise.
From Digital Transformation to Digital Evolution: Survival of the Quickest
The findings, printed at the moment in ‘From Digital Transformation to Digital Evolution: Survival of the Quickest’, show that enterprise has entered a interval when considering when it comes to digital transformation isn’t sufficient. Instead, organisations want to attain a state of continuous evolution and fixed consciousness of – and response to – modifications in know-how, buyer behaviour, and the aggressive setting.
Key Survey Findings
The report discovered that, in a quickly altering world, many organisations don’t have a shared view on what their digital expertise ought to be reaching for enterprise and clients and are struggling to maintain up with the tempo of change: expertise are in brief provide, insights aren’t clear, decision-making is unfair, and experimentation shouldn’t be widespread, understood or inspired in a scientific manner. Additional survey findings embrace:
Everything is digital: A big variety of respondents have deserted the thought of ‘digital’ as one thing separate from the remainder of the enterprise, with two-thirds (64%) saying every thing they do is digital.
Digital transformation is a state of readiness: Digital-first companies are much less more likely to see digital transformation as a elementary organisational change (42%) in contrast with offline companies (50%). Combined with their enthusiasm for Web 3.0, greater than half of those digital-first companies see digital transformation much less as a journey with an outlined finish level, and extra as a state of readiness for no matter know-how may throw at them subsequent.
More alternatives for advertising and marketing and martech to enhance the digital expertise: The survey discovered that advertising and marketing’s potential to remodel the digital expertise shouldn’t be getting used to its full potential with virtually half of respondents saying they’re unable to give attention to continuous enchancment. Sixty-six % of respondents say their advertising and marketing know-how allows them to tailor and personalise digital experiences to people or segments, but 44% really feel that their advertising and marketing know-how would profit from higher improvement and 34% don’t have a advertising and marketing know-how stack that’s seamlessly built-in in a manner that breaks down organisational silos.
“The passing of time has revealed that, while digital transformation can be successful to create short-term wins, digital transformation alone is only the first step to achieving true digital excellence. Instead, to achieve true and sustained digital excellence, digital transformation needs to be followed by the highly complex and ongoing process of digital evolution. This report produces fascinating insights into how organisations are evolving and reshaping themselves to create digital experiences that are high performing over the long term,” famous Tim Parfitt, CEO of digital product consultancy, Netcel.
“Over the past two decades, digital has proved itself to be the theatre for the most exciting, innovative and disruptive commercial and social initiatives to impact how we shop, connect, build relationships, become more efficient and grow our businesses,” commented Dom Graveson, Experience & Strategy Director at Netcel. “This report has been designed to take the temperature of where we stand in 2022, after many years of discussing the concept of digital transformation as a strategic goal to enable these benefits. It asks how far we have come, whether we feel equipped for an uncertain, dynamic and exciting future and, most importantly, where do we go next to discover, create and optimise differentiating digital product experiences that benefit our customers and audiences, our organisations, and our wider environment.”
The analysis additionally confirmed that respondents felt that know-how shouldn’t be extensively considered ready for the challenges forward: programs wrestle with shared information, analytics and a single buyer view. Integration is a matter, and evolution and rollout of enterprise structure could also be a problem. On high of that, martech is commonly owned by the IT division, which can lack cooperation with advertising and marketing, front-line providers, and information and insights groups.
“While the digital landscape is constantly evolving due to changing consumer behaviours, companies must adopt new marketing strategies to keep up with the digital evolution. The ones who will thrive are those that recognise the importance of building a digitally fluent culture,” stated Shane Paladin, CEO of Siteimprove. “Our core mission at Siteimprove is to help marketers meet their goals at every stage of their digital maturity, continuously evolve and progress. By building richer, deeper, more complete digital experiences, we’re part of the movement toward an internet that’s built for everyone.”
“The report confirms that digital transformation is an antiquated mindset for marketers. Marketing is not a destination but a journey. Successful marketing organisations must be built for the journey of constant improvement and adaptability otherwise they will fall behind,” stated Kevin Bobowski, CMO at Siteimprove.
Alex Atzberger, CEO of Optimizely, commented, “Our findings draw a clear conclusion for many who continue to think their digital transformation is complete: in fact, businesses are often only talking about systems and processes rather than the broader organisational and cultural integration that reflects true and durable digital maturity. In other words, many businesses are ‘digitised’ rather than truly ‘digital’.”
The analysis was carried out by unbiased company, London Research, throughout March and April 2022, who questioned greater than 300 C-suite executives about their attitudes in direction of digital transformation and the way it pertains to their enterprise.
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Notes to Editors
To obtain a replica of the report, or for extra data or interviews, please contact:
Kate Gordon, Bright Spark PR for Netcel
+ 44 7980 921961 / firstname.lastname@example.org
This report relies on a survey by London Research of greater than 300 client-side enterprise respondents with duty for digital improvement, at organisations with annual revenues of at the very least $50m. The survey was in area in March and April 2022. Over the identical interval London Research additionally carried out a sequence of interviews with consultants and practitioners.
Netcel is a number one digital product consultancy, serving to organisations uncover, create and enhance digital experiences. We create clever digital merchandise utilizing the facility of perception, design considering and market main Optimizely DXP know-how. Our vary of providers span: Digital Strategy, Experience Design, Technology, Data & Insights and Managed Services. Get prepared to remodel your digital merchandise and expertise at www.netcel.com.
At Optimizely, we’re on a mission to assist folks unlock their digital potential. We equip groups with the instruments and insights they should experiment in new and novel methods. Now, corporations can function with data-driven confidence to create hyper-personalized experiences. Building refined options has by no means been less complicated. Learn how we unleash new limits at optimizely.com.
Siteimprove empowers advertising and marketing groups to optimize their content material for accessibility, consumer expertise, and advertising and marketing efficiency, to allow them to broaden their model’s attain, exceed their advertising and marketing targets, and work in direction of a future with function.
Over 7,000 corporations use Siteimprove to optimize their content material for each end result—and the consultants have taken discover. We’ve been named a Leader in 4 main enterprise classes within the newest G2 Grids chief for search engine optimization, Digital Analytics, Digital Accessibility and Digital Governance. We additionally work with main accessibility teams, such because the International Association of Accessibility Professionals (IAAP), the W3C, and the European Commission’s Horizon 2020 Program. Learn extra at siteimprove.com.