One app is no longer enough
Today, there is no aspect of the business world that escapes the need for transformation. In the face of a constantly changing environment and the shift to digital, stagnation seems to be the most serious “sin” attributed to an organization. It’s hard for an organization that isn’t attentive to change and doesn’t familiarize itself with new processes and platforms to survive and succeed; those that fail to do so risk becoming obsolete and being quickly left behind. But is it enough for my website to be “XPTO,” to be on Instagram, to engage with my audience on Twitter, or to have an app to promote my service?
When the time comes to address the challenges posed by a context of “digital transformation,” it is not uncommon for organizations to overlook a fundamental factor: the need to manage the transformation of their own business culture. As demonstrated by the third edition of the study According to a study conducted by MIT Sloan and Deloitte on leadership and success in the digital context, organizations may focus on adopting new technologies without investing in the skills needed to ensure they are put to good use and have an impact. In such cases, failure stems from unmet expectations because organizations have not also shifted mindsets and established a culture to foster this change.
One of the most common perceptions is that there’s an app for everything. While in many cases there is indeed an app to solve a specific problem, the issue runs deeper. Technology makes it easier to execute certain elements of a strategy, but although it’s a central component of digital transformation goals, it’s not the only one. Using technology platforms alone is not the answer. Without a change in the way professionals work and behave—and without a vision and culture that supports and promotes “digital”—technology alone is not enough.
In the context of communication, digital transformation has the potential to reduce resource costs, boost opportunities for interaction with the public, and make customer retention more effective. Digital transformation is reshaping business through the use of digital content, new initiatives to promote available offerings, talent development, and the relationship established with the market.
In practice, however, this trend is not straightforward. It demands an intensive effort that requires the commitment of everyone involved in this process—from an organization’s senior leadership to those responsible for data analysis and HR—and presents specific challenges for each of them. For communications professionals, digital transformation brings with it a shift in the nature of this process, a more demanding and informed audience, and the need for more dynamic and skilled professionals who can effectively capitalize on the opportunities available today when reaching our target audience.
Marta Gonçalves
Managing Partner | Say U Consulting