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

Author

Listed:
  • Federico, Francesco

    (Jones Lang LaSalle, UK)

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.

Suggested Citation

  • Federico, Francesco, 2020. "A journey of digital marketing transformation: From distributed solo players to embedded digital excellence," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 8(1), pages 46-57, June.
    • Handle: RePEc:aza:jdsmm0:y:2020:v:8:i:1:p:46-57
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    Cited by:

    1. Marco Cioppi & Ilaria Curina & Barbara Francioni & Elisabetta Savelli, 2023. "Digital transformation and marketing: a systematic and thematic literature review," Italian Journal of Marketing, Springer, vol. 2023(2), pages 207-288, June.

    More about this item

    Keywords

    digital transformation; digital marketing; change management; organisational development; resources planning and budgeting.;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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