The investment in the digitalization of brands keeps growing. Since the last year, at some of the huge companies I visited, I perceived the raising of Digital departments, the adjustment of marketing and IT structures, besides the emerging post of Chief Digital Officer – or CDO. Investment is the keyword in Digital world, where everyone is seeking to understand the new user and convert this in results to the companies.
What occurs, in practice, is that Digital is a new subject for almost everybody. Even those who dominates the topic in a specific segment, may also lack in another aspect, or, sometimes, not even in other company of the same branch. We are learning and, certainly, we’ll make mistakes, principally on account of the lack of sharing fails and, on the other hand, the hits are generally focused, in order to encourage or justify the investments.
After speak, in person, with more than 50 executives, in Brazil, among CMOs, CIOs, CTOs and CEOs of large companies, in various segments, about their digital strategies, heard several challenges, intents, visions and difficulties I’ve compiled in three objectives in which I see strategies aligning, and the scenery that concerns each of these moments.
Even if brands don’t know where they are, and, at times, executives from distinct areas are focused on different strategies, I believe that after reading the content below, will be easier to identify in which moment of the strategy they’re located e how to accelerate the process.
- Strategy guided to the definition of a digital platform: In this strategy, the brand has technology acquisition challenges and departments and responsibilities structuration. The requirements that will be demanded by business and marketing areas to this platform aren’t clear, and the IT is apprehensive as for the implantation of technologies that will impact on the actual legacy. In most cases, there’s a conflict between IT and Marketing in terms of the definition of platforms. I suggest, for those who are passing through this moment in business, to invest in hiring companies to value and indicate platforms, considering the whole organization. This will mitigate the risk of competition between marketing and technology and define the most focused platform to the business.
- Strategy guided to operate the digital platform: In this case, the challenges are related to the competences to operate the tooling acquired and to the synergy between the areas of the company. The business segments need to leave the idea of being information silos and work integrated, as well as the IT will be demanded to deliver relevant information and, the marketing, in turn, plan actions inside the platform. The main dares at the companies I met are most related to the evolving of stakeholders in the switch of culture and their expectations in relation to returns, since a lot was invested and, obviously, they aim for this investments moves back quickly. Doubtless, it doesn’t work like that. I propose to go further on change management subject, as each brand is distinct, according to its culture. Find the support of other great companies, that enjoy of results, is a brilliant alternative.
- Strategy guided to digital engagement: the biggest challenge, on this phase, is to see the customer as unique. The client can’t change of area and think that’s starting a relation from zero. Its necessary rethink sales indicators, considering the on-line and off-line integrated scene, which probably will exist conflicts between sales and digital channels. How the Commercial, that introduces the products, can be measured if the company strategy is to lead the client to buy digitally? IT needs to foresee customer actions, and work on real-time, while Marketing must test actions and appoint the most fruitful ones, quickly. The whole organization is affected when we refer to this phase, since there may exist disputes between those attached to the previous work forms. There’s a huge sense in sensitize and enable people for more results to the brand. Thereby, I reiterate: to change a culture is too laborious.