"We should remember though, that the key driver of agile digital transformation has always been the need to adapt rapidly."

In the face of the sheer speed and scale of change in recent months, the instinctive response can be to rip up the existing strategy and start again.  We should remember though, that the key driver of agile digital transformation has always been the need to adapt rapidly.  The current crisis has not changed that, it has just accelerated the need to operationalize.  The elements of a strong digital transformational strategy endure:

  1. Smart – increase ability to make dynamic, data-driven decisions – right customers, right channel, right message, right time
  2. Innovative – digital channels enable rapid spin-up and down of pilots, don’t let perfect be the enemy of the good
  3. Human – enhance customer brand trust by delivering relevant, empathic content
  4. Effective – optimize marketing operations through:
    1. Adoption of automation tools and machine learning capabilities
    2. Shifting budgets from fixed to variable – work with marketing services partners to develop on-demand service contracts
    3. Re-purposing existing content
    4. Measure impact and iterate

Of course any strategy should be capable of iteration, but that is not the same thing as re-formulation every time the wind blows. A strong strategy should enable the organization to evolve quickly whilst maintaining a clear and consistent sense of direction.  If we don’t know where or why we are going, why should we expect our customers and employees to follow us?

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