Investing in digital technologies--such as social media, mobile, big data, and the cloud--is all well and good. But doing so does not mean a company is in the midst of a “digital transformation,” according to a new Altimeter Group report.
“The State Of Digital Transformation” is aimed at executives and digital strategists to help gauge where they are relative to other companies. The key finding: While 88 percent of marketers surveyed said their organizations are currently undergoing a digital transformation, just 25 percent of them have actually mapped out a key componenet of the change: their targets’ digital customer journey.
Altimeter defines digital transformation as the alignment of, or new investment in, technology and business models to more effectively engage digital customers at every touch point in the customer experience life cycle. According to Brian Solis, principal analyst at Altimeter, companies need to undergo a digital transformation to make it in today’s world.