Building the case to embed a digital mindset among internal stakeholders

Gregg M. Arbittier
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Gregg M. Arbittier: Jazz Pharmaceuticals, USA

Journal of Digital & Social Media Marketing, 2023, vol. 11, issue 3, 236-243

Abstract: The use of data and technology is necessary to compete for the attention of customers in the current market. To remain relevant and competitive, businesses must adapt to evolving customer preferences and behaviours, such as the desire for increased convenience, personalisation and seamless experiences across all channels. Furthermore, the line between brand strategy and digital strategy is becoming increasingly blurred, with a strong digital presence and omni-channel approach now an essential component of a successful brand strategy. Unfortunately, appropriate internal stakeholders are not always of the same mindset. This paper helps the reader progress the digital mindset of their stakeholders to validate the argument that ‘digital marketing’ is no longer a separate concept from marketing as a whole, but rather an essential component of it. The growth and entanglement of marketing and digital, as well as ‘proof points’ to further influence the advancement of a digital mindset in their organisation, will be discussed.

Keywords: omni-channel; change management; leadership; digital strategy; KPI; customer insights (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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