Building Digital Culture: A Practical Guide to Successful Digital Transformation

ISBN-13: 9780749479657 / Angielski / Miękka / 2017 / 264 str.

Daniel Rowles; Thomas Brown

Opis

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.

Recenzje

"Finally, digital has been distilled and debunked! A no-nonsense, actionable guide to digital capability building, regardless of where you are on the journey." Cesar Lastra, Founding Director, Bash and Build

Spis treści

• Section - ONE: Why You Need a Digital Culture;
• • Chapter - 01: The Increasing Pace of Change;
  • Chapter - 02: The Technology Catalyst;
  • Chapter - 03: New Channels, Tools and Business Models;
  • Chapter - 04: Why Organizations Really Fail at Digital;
• Section - TWO: Plotting Your Digital Journey;
• • Chapter - 05: What a Digital Transformation Looks Like;
  • Chapter - 06: Your Digital Culture Audit;
  • Chapter - 07: Understanding Your Stakeholders;
  • Chapter - 08: Your Strategic Approach;
• Section - THREE: The Digital Culture Framework;
• • Chapter - 09: Definition and Vision;
  • Chapter - 10: Leadership;
  • Chapter - 11: Agility;
  • Chapter - 12: Environment;
  • Chapter - 13: Skills and Talent;
  • Chapter - 14: Strategic Positioning;
  • Chapter - 15: Translation and Communication;
  • Chapter - 16: Technology;
  • Chapter - 17: Process and Governance;
  • Chapter - 18: Structure;
  • Chapter - 19: Connections;
  • Chapter - 20: Measurement;
  • Chapter - 21: Innovation and Entrepreneurship;
  • Chapter - 22: Financial Impact;
• Section - FOUR: Keeping Up with Change;
• • Chapter - 23: Keeping Measurement at the Core;
  • Chapter - 24: Separating the Ephemeral from the Enduring;
  • Chapter - 25: Three Things to Watch

O autorze

Daniel Rowles, based in Jersey, has more than 20 years of digital marketing experience on both client and agency sides. A CIM fellow and course director, he is the lead judge for their CIM Marketing Excellence award. Rowles also lectures at Imperial College London and Cranfield School of Management, and co-hosts the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His digital marketing company TargetInternet.com supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco. He is also the author of Digital Branding, Mobile Marketing and Podcasting Marketing Strategy, also published by Kogan Page Thomas Brown, based in Buckinghamshire, UK, is a consultant and executive advisor on marketing and digital transformation. Formerly Director of Strategy and Marketing at CIM, he is the architect of more than 35 major research and thought leadership initiatives.