Navigating the Digital Transformation Process – A Guest Commentary on Sandhill.com
Rising competition and fading customer loyalty are compelling a growing number of companies to launch new digital initiatives, adopt the latest “omnichannel” marketing capabilities and become more “customer centric.” Making this move requires new technologies and new thinking, a combination that poses significant organizational problems for most businesses.
A great deal of today’s digital challenge is driven by the advent of mobile technologies and social applications, which enable customers to access information regarding competing products and services in new ways. In response, companies must develop new tactics to engage customers via multiple “channels.” This means companies must adjust the way they convey information about their products and services to fit a variety of mobile devices and use various methods to prompt customers to try or buy their offerings.
Click here to read THINKstrategies’ views in Sandhill.com regarding the challenges and opportunities facing enterprises undertaking the digital transformation process.