A new study has found that despite 74 per cent of businesses having a full stack of integrated marketing tools, seven in ten businesses are struggling to achieve digital readiness.
Conducted by global digital agency Wunderman and research partner Penn Schoen Berland, the study (called “Future Ready”) wanted to better understand how its clients are addressing their futures in the digital realm.
In Q4 of 2017, the study asked 250 senior business decision makers from global brands how they were navigating this new, complicated, digital landscape.
While 72 per cent of brands say they are future-focused, 70 per cent say they won’t sacrifice short-term gains in exchange for long-term benefits.
“A major gap exists in the inability for enterprises to identify the challenges of digital transformation and their capacity to benefit from their investments in new technologies.
“It was clear that a lot of clients were overwhelmed with the broad variety of capabilities that you need to actually be successful,” says Wunderman global chief marketing officer Jamie Gutfreund.
“Technology has gifted us with new ways of thinking. New opportunities. New strategies,” says Wunderman ANZ Hurol Inan. “Identifying these solutions is only the start. Having the people capability and operating models in place is vital in the face of industry disruption.”
The Future Ready report identified five key steps to achieve a digital transformation, you can view them here.
