Building digital culture : a practical guide to successful digital transformation / Daniel Rowles and Thomas Brown.

Format:

Book

Author/Creator:

Rowles, Daniel, author.

Brown, Thomas, 1982- author.

Language:

English

Subjects (All):

Information technology--Management.

Information technology.

Physical Description:

1 online resource (264 pages) : illustrations

Edition:

1

Place of Publication:

Kogan Page 2017

Summary:

WINNER: CMI Management Book of the Year Awards 2018 - Management Futures Category Building Digital Culture aims to answer a simple question: How can organizations succeed when the environment they operate in is changing so quickly? The last thing businesses need today is a digital strategy. Instead, their strategy needs to be fit for our fast-changing digital world, where businesses have more data than they know what to do with, a media landscape that's exploded in size and complexity, the risk of a new disruption around every corner, and only one certainty: that this change won't let up. Building Digital Culture doesn't address whether or not you should advertize on Facebook or invest in virtual reality. It doesn't seek to unearth a silver bullet to make digital investments a sure-thing. It steps back from the hype, and argues that whatever digital might mean for your business, if you don't create a digital culture you'll most likely fail, or at least fall short of what you want to achieve.Combining more than 30 years of experience at the forefront of marketing and digital developments, and based on more than 200 hours of research, candid interviews and contributions from brands including Twitter, Deloitte, HSBC and many more, Building Digital Culture will help you navigate from being a business that tolerates or acts digital, to one that truly is digital.

Contents:

About the Authors; Contributors to this book; Foreword; Acknowledgements; Introduction; Part one Why you need a digital culture; 01 The increasing pace of change; Disruption; Death by a thousand cuts; Digital transformation; Beyond capability; 02 The technology catalyst; Enter Moore's Law; Exponential growth in perspective; Technology as an enabler; The near future; Technology changing society; Double-edged sword; Frictionless technology; The distant future; A guaranteed future prediction; 03 New channels, tools and business models.

Business to business and technology innovationNew channels; New tools; New business models; Beyond Uber; Free is always cheaper; 04 Why organizations really fail at digital; Changing external landscape; Changing internal landscape; Broad skillsets; Conclusions; Part two Plotting your digital journey; 05 What a digital transformation looks like; What does a digital transformation involve?; Lessons learned; 06 Your digital culture audit; Your digital audit scores; 07 Understanding your stakeholders; Mapping your stakeholders; 08 Your strategic approach; Choosing a path; No silver bullet.

Part three The Digital Culture Framework09 Definition and vision; Listening first; Connecting potential and priority; Three types of transformation; What sort of change is right for you?; Articulating your vision; 10 Leadership; The role of the CEO; The reality of trade-offs; Aligning objectives; (Non-fiction) Storytelling; 11 Agility; The need for speed; Overcoming the barriers; Decision rights; Failing fast; Agile methodology, reapplied; 12 Environment; Culture and environment; Digital technology and the workplace; Competing for digital talent; Beware the cool kids in the corner.

13 Skills and talentResistance to change; Learning techniques; T-shaped people; The digital skills gap; Digital marketing training and jobs; Global digital marketing skills shortage; The dogma of recruitment; Training and learning techniques; Classroom-based digital marketing training; Digital marketing qualifications; Conclusions; 14 Strategic positioning; Bridging the gap; Strategic positioning in practice; Business-to-business service; Consumer Packaged Goods; Complex consumer product; Charity funding; Beyond communications; Content marketing and the user journey; Traditional sales funnel.

See, Think, Do, CareContent mapping; Authenticity; 15 Translation and communication; Speaking the right language; Identify the blockers; Lather, rinse, repeat; The network effect; It's a two-way street; The medium, not just the message; 16 Technology; Why technology matters; Getting the fundamentals in place; Single customer view; The painful truth about integration; Next step: Marketing automation; Why technology is a challenge; Creating an effective digital culture for technology; Conclusions; 17 Process and governance; Where we need processes; Avoiding 'bottom of the drawer' syndrome.

Notes:

Includes bibliographical references and index.

Description based on print version record.

OCLC:

964065965