Digital transformation is increasingly important in today’s continuously evolving digital world. The challenges that come with such a change are many, and companies often find themselves uncertain of what step to take next. For a business to achieve a smooth and successful digital transformation, team members need to be transparent and exercise resilience, as some of our contributors on CMO.com recently shared. Read on for more insights on how to stay ahead in today’s digital culture.
Dan Brotzel, content director for Sticky Content, shared some insights about personal resilience in the midst of today’s fast-paced digital world. After sharing some of the challenges people face that result in almost crippling anxiety, Brotzel discussed how personal resilience is gaining ground, quoting authors such as Angela Duckworth and former Navy SEAL Eric Greitens. Resilience, or the ability to survive and thrive, is vital for individuals in both business and their everyday lives.
Jonathan Simmons, chief strategy officer for Zone, shared that when he looks at companies that have fully embraced digital transformation, he notices that many of the digital services provided look essentially the same. There’s nothing to set companies apart. Simmons challenges brands to focus on what makes them unique. Whatever sets your business apart and makes it great should be your starting point.
Klaus Sommer Paulsen, CEO, creative director, and founder of AdventureLAB, discussed the increasingly important role of experience design for brands in 2017. Paulsen encourages brands to keep an open mind and treat their experiential activities as “a continuous trial-and-error exercise.” What works now may not work later. What works for a business similar to yours may not work for you, and what works for a business completely outside your sector may be just the solution you’re looking for. Paulsen also shared an invaluable list of technologies and ideas that are currently influencing experience design, such as augmented reality (AR) and quests.
As a part of Advertising Week Europe 2017, several CMO.com contributors shared the need to keep human relationships a priority in a digital world. Feilim Mackle, chief executive of Dixons Carphone, spoke about the need for diversity in the workplace, citing that it creates an environment for better decision making. Lisa Gilbert, CMO of IBM UK and Ireland, challenged businesses who are going through a digital transformation to speak honestly with one another, cutting back on wasted time and ambiguity.
According to Thom Noble, CEO and founder of NeuroStrata, advances in neuroscience are now making it possible for marketers to “measure consumers’ deepest, unconscious desires and emotional triggers.” With new neuro and biometric methodologies being adapted for the marketing industry, marketers are able to understand how decision making is guided “at the nonconscious level.” This provides unprecedented opportunities to identify insights and apply those insights to trigger certain responses in consumers.
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