How Marketers Can Get Tricky Digital Transformation Projects Off The Ground

Huge two storeys commercial jetliner taking off
SHARE
THIS



In this guest piece, UnDigital’s Co-Founder and Digital Experience Director Andrew Cornale shares his tips on how marketers can get digital transformation projects working.

Digital transformation (DT) has somewhat become a buzzword over the last couple of years and the conversation skyrocketed when COVID forced brands online. The thing is, it may be a popular conversation but not everyone is excelling at its execution. Digital transformation can be a tricky process and any marketer who’s been through it can tell you that it’s not always a glamorous ride to the finish line. Contrary to popular belief, the issue isn’t that digital transformation is too hard, it’s that the process lacks strategy. These types of projects require careful thinking, forethought and collaboration between multiple teams. So what can marketers do to ensure their project makes it off the ground?

  1. Take a phased approach to large digital transformation projects

Businesses are constantly evolving and what was true six months ago may be different to now. Digital transformation projects can take months or even years to come to life, so it’s important that they’re flexible enough to reflect the current, evolving and future needs of the business. There’s no use in launching an outdated tool simply because the project structure was too rigid to account for the business’ changing needs. Instead, a phased approach should be considered. This allows marketers to work with their digital agency to set goals, understand what the final vision looks like and work to achieve it in a flexible way that allows for tweaks wherever needed. Marketers and digital agencies should work together to discuss what a successful phase one looks like and collaborate to achieve this. The beauty of a phased approach is in the ability to analyse the performance of the first phase, assess where the business is at and where it needs to be, then make relevant changes. Phasing a project ensures it is flexible enough to be developed and launched in iterations so that it can move in the same direction of the changing business. Not only is this a great technique for the overall success of a project, this strategy removes huge amounts of pressure for the marketing lead; a win-win!

  1. Lead with strategy and lean on your project management team

Digital transformation projects can be intricate and marketers may find themselves leaning on different members of the team where they may not have anticipated their involvement. As the detail of a project unfolds, it can be easy to get lost or overwhelmed in all of the options. Where multiple teams are collaborating, it can also be difficult to keep everyone on the same page. Knowing your overarching strategy and being able to refer back to it can be helpful to keep you and your team on track.

Thoughtful strategy and smart project management go hand in hand. Project management is essentially the execution of a strategy and typically, it’s the team that keeps everything on track – don’t underestimate their value. The key to getting a DT project off the ground is to strategically execute a solution that hits the correct business KPIs at the right time. Ask yourself and your team, what does the business need at this point in time? Then manipulate the process to best serve the need. For intricate digital transformation projects where multiple teams are involved, rely on your project management team to optimise the process. Ask them what tasks can be done simultaneously and see where efficiencies can be made. The process of understanding what the business needs and how to plan for this in a timely manner is an essential skill. It allows marketers to execute goals at the right time, iterate, learn and improve.

  1. Choose a trustworthy digital partner

This one is essential. The nature of the pitch process in our industry means that marketers will likely have to sift through some dirt to find the gold. Tech is magnificent and can do many things but knowing exactly what it does and how it will serve your business is more important than half the fluff you’ll be served in a pitch. Don’t get side-tracked by glamorous projects if there isn’t a clear result or if the creativity doesn’t serve your business. I love a creative idea as much as the next person but it needs to be backed by strategy and validated with evidence.

When looking for a digital partner, search for quality reviews from other digital marketers. Better yet, if you can find a provider who has worked with similar businesses or in the same industry and has the reviews to back them, they’re probably a safe bet. Once you’ve done the initial vetting, the next step is to consider who has really taken the time to know your business. We know that strategy and multifaceted collaboration is key to success, so it’s essential you’re not bringing in an outsider who hasn’t done their homework. Look for a partner who will act as an extension of your business and fit seamlessly with other team members. Reliability accounts for more than skills, it’s personality, accountability and a mutual ambition to get the job done well.

With the right partner, tricky digital transformation projects shouldn’t cause marketers to shudder. Instead, it should be regarded as an exciting opportunity for both the client and the agency. With the right strategy in place, digital marketers will be equipped for success at all times, regardless of how quickly or slowly the business evolves.

 

Please login with linkedin to comment

undigital

Latest News

Leadership, Humanity, Technology – The Sweet Spot
  • Media
  • Technology

Leadership, Humanity, Technology – The Sweet Spot

The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new  technologies that streamline and beautify business operations. They simplify life by providing basic […]

by B&T Magazine

B&T Magazine
OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital
  • Marketing

OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital

Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]

FutureFeed Appoints Five By Five For Global Launch
  • Media

FutureFeed Appoints Five By Five For Global Launch

Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR
  • Marketing

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR

Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]

MELBOURNE, AUSTRALIA - APRIL 14: Jack Viney of the Demons and Mitch Wallis of the Bulldogs pose for a photo during the Theragun & AFL Partnership announcement at AFL House on April 14, 2021 in Melbourne, Australia. (Photo by Dylan Burns/AFL Photos)
  • Marketing

AFL Names Therabody As Its Official Recovery Partner

The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]