Digital transformation is becoming an increasingly relevant topic of online discussion, though its current definition remains somewhat loose. As more people jump into the conversation, various perspectives are regarding the basic tenets of transforming one’s business to this new model. Let’s take a look at how a few websites define digital transformation, and what that means for the changing landscape of tech business organization in the automation age.
According to Wikipedia:
“Digital Transformation is the novel use of digital technology to solve traditional problems. These digital solutions enable inherently new types of innovation and creativity, rather than simply enhance and support traditional methods.”
Meanwhile, Salesforce.com says:
“Digital transformation is the process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements. This reimagining of business in the digital age is digital transformation.”
I-Scoop takes a technical approach to the definition, with this whopping 47-word sentence:
“Digital transformation is the profound transformation of business and organizational activities, processes, competencies and models to fully leverage the changes and opportunities of a mix of digital technologies and their accelerating impact across society in a strategic and prioritized way, with present and future shifts in mind.”
Digital transformation is using new, wondrous technologies to communicate with customers in different ways. There are many good things to be said about this potential, and many reasons to move business in this direction. Much of the information currently found online talks about enhancing the relationship with the customer, enhancing the customer experience, etc. but one thing you don’t often hear about is the content component of digital transformation. This makes absolutely no sense! You can’t achieve “digital transformation” without looking at content and this is a big problem many businesses are facing.
Organizations are throwing millions of dollars at new technology, new ways to deliver content, new ways to communicate – but nobody is looking at the content itself. Val Swisher, founder of Content Rules Inc., says addressing the content component of an organization is essential to actually reaping the benefits of a successful digital transformation. Even with the most comprehensive strategy and cutting-edge tools, a company will not actually achieve transformation without first taking into account the basic building blocks of content. The same old content being communicated through different channels and technology is simply that: the same old content.
Over the course of the next few months, Val will help you understand what it means to have content transformation, and what that shift looks like. Stay tuned for the next iteration of our journey!
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