Facebook And Deloitte Digital: Helping brands evolve into digital organisations
Image: http://www.marketwatch.com/story/facebook-upgraded-to-strong-buy-at-raymond-james-2017-01-13
87% of leaders anticipate their businesses are being disrupted by digital business models. However, only 30% believe they currently have the right leadership or skills to execute.
Digital is as much about how we do things as what we do. As technology drives change at an ever increasing pace, digital organisations are those who are able to continuously adapt how they operate in the face of change in order to stay ahead of the disruption curve.At Deloitte Digital, we developed a model for businesses called Digital DNA, describing the 23 traits of a truly digital organisation based on a study of digital natives like Facebook. Now we've partnered with Facebook to publish a report on the state of the marketing industry. We studied 383 marketers to understand how marketing organisations see themselves and how to accelerate change toward being digital first.We've found that while most organisations are "doing digital" in pockets, very few corporates have managed to evolve to "being digital", ie. operating with digital in the DNA of everything they do.Particularly in Asia where the definition of digital can often be misunderstood and the push to transform tends to be just-in-time, it's critical for Facebook and other platforms to be able to bring a strong rationale to demonstrate the relevance of their offering to local marketing organisations. Through partnerships like the one with Deloitte Digital, the platform players can provide an objective lens to help marketing organisations overcome their inherent risk-averse behaviour to begin infusing digital traits into their DNA.Want to know more? Download the full report here: https://cmo.deloitte.com/xc/en/pages/articles/facebook-deloitte-digital-marketing-organizations-study.html?nc=1
Full article: https://www.forbes.com/sites/steveolenski/2017/06/13/facebook-and-deloitte-digital-come-together-to-help-brands-evolve-into-digital
Steve Olenski CONTRIBUTOR
JUN 13, 2017 @ 01:00 PM
Today Facebook and Deloitte Digital announced they are forming an alliance to help companies accelerate change within their own organizations to fully evolve into digital businesses. The goal of the alliance is to rewire legacy business and marketing models to create long-term business value and will focus on four pillars:1. People2. Technology3. Insights4. Experience innovation
Additionally they also released a study that assesses the digital maturity of the marketing industry, which showed that — while digital has been a huge part of industry conversations for years — marketing organizations are not yet operating as digital businesses and are a long way from doing so.Key findings of the study include:• Digital has been a huge part of the industry conversation for a long time, but overall, marketing organizations are not yet operating as digital businesses.
• There's a gap between perceived digital maturity, and actual digital maturity (when it comes down to offerings, delivery methods, operations). These marketing organizations are "doing" digital, but they aren't "becoming" digital — and are quite a ways from the ultimate goal of “being” digital.• The industry's training methods, company culture, current processes, ways of working and business structure don't lend themselves to becoming digital. These organizations need to completely transform in order to be effective marketing organizations for a digital world.• 87% of business leaders anticipate their businesses being disrupted by digital business models, but only 30% believe they have the leadership or skills to execute on a digital business model. (Deloitte’s annual CMO Study)• Most marketers still have their teams divided between “digital” and "traditional," which prevents them from thinking mobile first (because in order to be mobile first, everyone must be “digital”). For marketers to build communications that are truly mobile first, they must build teams that are mobile first.• There was a generational difference in assessing the organizations' digital capabilities; Millennials ranked the organizations more negatively than older generations.• Understanding how important attracting and retaining younger, “more digital” talent is also an issue worth assessing.