A journey of digital marketing transformation: From distributed solo players to embedded digital excellence

Francesco Federico
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Francesco Federico: Jones Lang LaSalle, UK

Journal of Digital & Social Media Marketing, 2020, vol. 8, issue 1, 46-57

Abstract: Change is the only constant in today’s life, and its pace is exponential. Industries and business models are being disrupted and challenged by agile newcomers who leverage shifts in customers’ behaviour and expectations. As a result, marketing departments in large organisations must pivot and reinvent themselves, first by embracing digital practices and then embedding them into their standard operating procedures. This article will show how a phased approach that is mindful of both people and business imperatives helps even articulate organisations to align with the times and achieve resilience, ultimately leading to growth.

Keywords: digital transformation; digital marketing; change management; organisational development; resources planning and budgeting. (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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