To be truly digitally enabled, enterprises must focus on the ‘Big 5’ areas of digital management – digital transformation, customer experience, customer journeys, cross-channel communications, and customer data, according to global analyst firm Ovum.
Ovum has highlighted in its 2016 Trends to Watch research that digital marketing technologies are no longer stand-alone, but are now blending into the enterprise-wide digital agenda that includes both sales and service functions.
Leading organisations are tackling these areas using agile methodologies, design thinking, with a focus on fast and flexible process innovation. Universal customer analysis and social community engagement are becoming core competencies in delivering enterprise digital business transformation.
According to Ovum, the key to success is to be driven by customer needs rather than technology capability, underpinned by robust change management practices and ongoing interdepartmental collaboration.
“Although the general digital trends are well known, their articulation is often abstract and reflective of the past. It is vitally important that enterprises take a real-time view of their digital strategy options and management challenges given the ferociously fast rate of change within the digital marketplace,” said Gerry Brown, senior analyst, Ovum and author of the report.
“This report shows how the digital marketplace has developed during 2015 and also how new thought-leading ideas and market nuances are shaping the current best digital practices and enterprises technology roadmaps.”
