Wednesday, December 26, 2018

Slide smooth on the “Digital curve”..!!






Photo by Joe Neric on Unsplash


Digital channels are exponentially growing and touching the lives of individuals today. Every organisation wishes to grab this opportunity and be at the forefront.

With this expectation, many organisations invest in the best of breed technologies and expect an exponential growth in digital revenue. But seldom people realise, that marketing is an art which cannot reap benefits with mere use of technology.

In the last few years, I had the pleasure of participating in digital transformation journey of various well-established organisations. As a project manager, my role is to partner with our customers to help them achieve organisation's digital transformation goals.

Through the various implementations, I observed 3 key issues/barriers in their digital transformation journey:

1.   Customers have presence on all digital channels but proportional contribution of digital on overall revenue is not significant and impacts their ability to negotiate a good budget.
2.     Customers have a strong dependency on partners to execute their digital strategy and in-house teams are not equipped to meet all the specialised knowledge skills. 
3.  Customers have invested in marketing technologies but often struggle to quantify the return on investment.

Value realisation, percentage increase in digital revenue and return on investment on technology implementations are some common questions raised in senior management reviews.

As a member of the digital team in your organisation, have you been subject to these questions?
Is your new website able to bring in more traffic? Are your social posts impressive and helping achieve Marketing KPIs? And above all are these initiatives converting to dollars?

If the answer to these questions is not a confident “Yes”, then you and your team are not talking about the elephant in the room - “Gaps in Digital Learning”.

Learning a new skill takes time and effort which is often overlooked due to our busy schedules and constant work pressure. Your mangers & senior leaders also play a very important role in enabling their in-house team, as a team with business knowledge is more valuable than hiring professional from the market.

A collaborative effort from team members and their managers to up skill their team has been the key to success in many of my engagement’s.

There is no shortage of learning avenues in the market, but teams should evaluate options based on your unique learning requirements. Course content should provide you real world case studies which you can relate to your business. It should provide hands on practical experience and feedback from industry experts to compliment your learning.

I enrolled in Udacity digital marketing Nano degree as their course meets all requirements for working professionals like us. Udacity provides a unique learning experience and has a knowledgeable panel of industry experts who become your mentors in your digital journey. Click here to know more about my mentor, Udacity.   
  
To conclude, if you find yourself or your team on this difficult road to digital success, it’s time for you to pick up the skate board of digital learning and slide smooth on this “Digital curve”.       
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