Martin Girdlestone talks digital strategy with Real Business
Martin Girdlestone – Head of Consulting at Salmon, a Wunderman Commerce Company, recently shared his views about digital strategy with the magazine - Real Business. Here's an abstract of the full piece which you can find here.
Digital technologies can bring a whole host of advantages for businesses: transforming customer experience, offering new services, entering new markets and streamlining operations, to name a few. The business world is largely getting wise to this, with organisations from many industries making digital a priority. However, companies often struggle to turn their digital ambition into genuine competitive advantage. The main reason we see is that companies focus on developing distinct digital strategies, bolting things on like a website or an app, rather than taking a holistic approach and digitising their strategy - a subtle but important difference. The true experts are fundamentally changing how they go to market, changing their processes, their operations and their customer experience to deliver real value to their customers.
To investigate this further, a recent Forrester report jointly commissioned by Salmon and Rackspace analysed how 150 global businesses approach digital transformation and benchmarked those companies that are succeeding in digitising their strategies. From this, we can identify the key success strategies that separate the digital experts from the laggards. Read on....