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A journey of digital marketing transformation: From distributed solo players to embedded digital excellence
Journal of Digital & Social Media Marketing,
8
(1),
46-57
(2020)
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.
Keywords: digital transformation; digital marketing; change management; organisational development; resources planning and budgeting.
The full article is available to subscribers to the journal.
Author's Biography
Francesco Federico is a digital marketing and business transformation leader at Jones Lang LaSalle where he is Executive Director, EMEA Digital Marketing and Global Head of Capital Markets Digital Marketing. Francesco is also a guest lecturer and business mentor on the topics of marketing, branding and digital at Imperial College, Saïd Business School, University of Oxford, Virgin Startup and Wayra by Telefonica.
