Building Digital Culture: A Practical Guide to Successful Digital Transformation
- 4h 18m
- Daniel Rowles, Thomas Brown
- Kogan Page
- 2017
Building Digital Culture aims to answer a simple question: How can organisations 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 advertise 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.
Daniel Rowles and Thomas Brown combine more than 30 years of experience at the forefront of marketing and digital developments to help you to navigate from being a business that tolerates or acts digital, to one that truly is digital.
Building Digital Culture is based on more than 200 hours of research, candid interviews and contributions from senior leaders at a diverse range of brands including Twitter, Made.com, Deloitte, HSBC, Ladbrokes, Direct Line Group, Barclays, The Metropolitan Police, RSA Insurance and many more.
About the Authors
Daniel Rowles has worked on both the client and agency sides of digital marketing for almost 20 years. He is a Course Director for the Chartered Institute of Marketing (CIM), lecturer at Imperial College London, CEO of TargetInteret.com and lead judge for the CIM Marketing Excellence Awards since 2010. He is also the host of the Digital Marketing Podcast, an iTunes top 10 business podcast.
Thomas Brown is a consultant, executive advisor and prolific writer on marketing and digital transformation. Formerly Director of Strategy and Marketing at CIM, he has been the architect of more than 35 major research and thought leadership initiatives. Founder of ThinkStuff, he now consults across financial services, education, non-profit, media and marketing services, and can be found on Twitter @ThinkStuff.
In this Book
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The Increasing Pace of Change
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The Technology Catalyst
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New Channels, Tools and Business Models
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Why Organizations Really Fail at Digital
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What a Digital Transformation Looks Like
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Your Digital Culture Audit
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Understanding Your Stakeholders
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Your Strategic Approach
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Definition and Vision
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Leadership
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Agility
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Environment
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Skills and Talent
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Strategic Positioning
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Translation and Communication
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Technology
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Process and Governance
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Structure
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Connections
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Measurement
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Innovation and Entrepreneurship
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Financial Impact
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Keeping Measurement at the Core
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Separating the Ephemeral from the Enduring
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Three Things to Watch
