How Marketers Can Get Tricky Digital Transformation Projects Off The Ground
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?
- 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 There’s no use in launching an outdated tool simply because the project structure was too rigid to account for the business’ changing needs.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!
- 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.
- 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
undigitalLatest News
Microsoft Says Cannes In Cairns Is Worth Its Salt
Cannes in Cairns, presented by Pinterest, is thrilled to announce that none other than Microsoft will be hosting an offsite networking lunch at Cairns’ stunning Salt House restaurant on Thursday the 3rd of February as part of the event’s packed agenda. As a silver partner to the event, Microsoft (who, we’re sure you’ll agree needs […]
DesignCrowd Registers One Million Global Users
Creative design marketplace, DesignCrowd, has announced reaching the milestone of one million registered designers on its global platform. The Aussie crowdsourcing start-up currently has a 1,004,000-strong freelance designer network, which has grossed over $A62 million since the company’s 2008 launch. The network have completed over 26 million graphic, logo and web designs for both small […]
The Chiefs & Optus Renew Gaming Partnership
The Chiefs and Optus today announce a partnership extension that will see the brands continue to collaborate around gaming content in Australia for a further 12 months. The news follows a successful 12-month partnership, including members of The Chiefs featuring in Optus’ Gamer Plan launch supporting the development of Optus’ Streaming Booth. Much of the […]
Wunderman Thompson Promotes Melanie Wiese To National Chief Strategy Officer, As Angela Morris Departs
Wunderman Thompson promotes Melanie Wiese to national strategy role. Has also joined staff Christmas party committee.
Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel
During the month of October, $A8.5 million was spent in digital travel advertising and digital impressions were up almost 40 per cent from September, according to the Nielsen Ad Intel report. The report found that the top advertisers amongst cruise lines from October in order are Emerald Cruises, Oceania Cruises, and Royal Caribbean. Amongst the […]
CBM Australia Promotes Disability Rights In New Video Campaign
It's International Day of People with a Disability. Not that you shouldn't be kind the other 364 days a year.
The Bachelorette Is Over But It’s Still Making Headlines
Think a B&T journalist has an unhealthy addiction to Bachelorette articles? Confirm it & her need for counselling here.
“It Makes Perfect Sense!” iHeartRadio Launches 24 Hour Kyle & Jackie O Station!
You can now listen to Kyle & Jackie O 24-hours a day. You could also listen to a leaf blower, car alarm or yapping dog.
Winners Of The PR Industry’s Golden Target Awards Announced
Without a hint of irony, the winners of the PR industry's awards arrived via this embargoed press release last night.
TikTok Launches A Refreshed Online Transparency Centre
TikTok launches online transparency centre! Confirming transformation from kids plaything to proper marketing plaything.
2021 WARC Effective 100: Aussie & Kiwi Agencies Hold Their Own
This study isn't just a confirmation of Aussie agencies, rather it's a big 'try harder' for Turkmenistan & Mogadishu.
Rebel Wilson Channels Cast Away In Global Campaign For Tourism Fiji Via Saatchi & Saatchi NZ
Rebel proves she's got the Midas touch in this fun work for Fiji. Well, if you exclude Cats and Absolutely Fabulous.
Thursday TV Wrap: Seven’s The Chase Wins The Night In Entertainment
Sadly, this will be B&T's final TV wrap for 2021. But we promise even more gaffes, blunders and retractions in 2022.
IAS Enhances Context Control For Advertisers And Publishers
Integral Ad Science (IAS) announced the expansion of its context control solution for advertisers and publishers globally to give customers more control over the context of digital ad placements. IAS CEO, Lisa Utzschneider (featured image), gave insight into the enhancement, saying: “We first launched context control to help our customers transform their targeting strategies, and […]
Revealed: The Most Expensive & Time Consuming TV Chef’s Christmas Recipes
Typically, B&T won't have a bad word said about Nigella. However, we are reneging on that reader promise here.
Where Did All The Rainbow Flags Go?
This adlander muses over brands ditching the rainbow flag. Or, has it merely been usurped by the fossil fuel flag?
WARC: Global Ad Spends To Hit $US1 Trillion By 2025, Half Of It To Come From Alphabet, Meta & Amazon
Study finds global ad business to be worth $US1 trillion by 2025. Not that'll stop Wil Anderson from shitcanning it.
Brandcast Wrap: Top Insights & Tips For Success In 2022
Look, it's top insights and tips for success in 2022! Unless the brain's already switched to Christmas 'flight mode'.
PubMatic Appoints Peter Barry To Vice President Of Addressability
PubMatic's Peter Barry boldly declares "left is best" in daring press photo following recent promotion.
The Hallway Launches Performance Marketing Division, Appoints Chris Murphy As GM
The Hallway proves the addition of the word "performance" in anything takes the ordinary to the slightly less ordinary.
Andy Lee, Aaron Finch & Callum Ferguson Join Triple M’s Cricket Commentary Line Up
Andy Lee set to add some laughs to this year's Ashes. As if the behaviour of the players wasn't already funny enough.
Carnival Cruise Lines Want Aussies To Find Their “Fun Type’ This Summer
A little nervous about cruising again post COVID? Nothing the all-you-can-drink drinks package won't fix.
SMI Data: Ad Spends Up 2.7% In October
Study finds adland's put the COVID travails behind it. Although you'd still be nervous at a nudist retreat or sauna.
Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory
Programmatic video advertising platform Unruly has introduced content level targeting that standardises attributes across genre and rating segments enabling scaled buying on premium video content. Today Unruly announced the introduction of its content level inventory that segments inventory based on publisher bidstream attributes that mirror linear TV buys, such as genre and rating. The solution […]
Golden Circle Wants Aussies To ‘SmilePay’ This Summer
Golden Circle is bringing a splash of sunshine to the Australian Summer with the launch of an innovative, SmilePay vending machine. The machine was created by 72andSunny, and software development company, Enabled 2 GO Technologies. It uses existing smile recognition software to recognise an Aussie smile and in return release a complimentary ice-gold Golden Circle fruit drink […]
Three Tips For Bringing Your Brand’s Decarbonisation Strategy To Life
Proving B&T's commitment to irritating industry buzzwords, today we're bringing you this beauty - brand decarbonisation.
New Report Says Managers Are Ignoring Employee Mental Health
Almost half (49 per cent) of Australia’s marketing, media, and communications employees feel their managers are showing little, if any, concern for their mental wellbeing, a new report has found. The report – conducted on behalf of the Australian College of Applied Professions in October 2021 – surveyed 1000 nationally represented workers and found some […]
Meta Works With Now We Collide To Champion Aussie Small Businesses
Meta has partnered with creative agency, Now We Collide to showcase the strength and resilience of small businesses around Australia. The campaign “Good Ideas Deserve To Be Found,” features the stories of four Australian businesses including Singing Magpie (SA), BoardSox (VIC), D-STILL Drinkware (QLD) and Survival Emergency Solutions (NSW). Each story shows how the business […]
iD Collective Snags Goodman Fielder
The Aitkens diet forced underground at iD Collective after agency nabs Goodman Fielder's comms.
Digital Lives of Australians: Cyber Security Fears Keeping People Offline
The internet is invaluable but cyber security fears are keeping Australians offline. According to new research released today by the .au Domain Administration (auDA), almost 90 per cent of Australians say the Internet has a positive impact on their lives. Moreover, almost all small businesses (98 per cent) depend on the Internet as an invaluable […]
