Digital transformation” is a concept that has been with us ever since the rise of the internet. It is also known as the digital transformation of businesses. In the 21st century, digital transformation is essential. Whether for customers, partners or private individuals, this process of digitalisation is having a major impact. In a very general way, this concept involves switching all a company’s activities over to digital and technological use. Every aspect of an organisation’s operations is becoming digital.

In this race towards digitalisation, marketing strategies focus on a company’s purely media image. However, to be effective, a digital transformation must be operational at every level. This includes the human dimension, which is often overlooked. This process is known as intra-organisational revitalisation.

A human, not a technological, transition

Digital transformation must be based on a human transition. Marketing approaches tend to make the organisation visible through its digital presence. A company is only truly dynamic if the whole system is committed to the same direction. This is the systemic approach to organisations. Where all the elements must work together in synergy to make the organisation operational. People (in this case, employees) must be able to make the transition to digital. Greater involvement in the use of ICT tools is essential. Because if a company embarks on this digital path, it implies the use of more modern technological equipment. And, at the same time, the implementation of a well-defined hierarchical structure. The human factor is therefore of great value in ensuring the digital transformation of an entire company. They will be the key players.

Between risk and success

Digitalisation can be a source of real fulfilment, but it can also have its downsides. Technology is notorious for limiting physical exchanges. Yet a company is built on the dynamism of internal exchanges. Digital transformation can therefore limit direct exchanges and create tensions within an organisation. It can also be very destabilising for employees. The widespread use of email and social networking, for example, risks blurring the boundaries between professional and personal environments. As employees consult their work at home. And conversely, checking their Tweets at work. This is often at the root of work-related stress, which affects more than 60% of the world’s population. But aside from this difficulty in defining boundaries, digital transformation is also beneficial for an organisation. It gives the company greater digital visibility. A presence on all digital platforms greatly enhances e-reputation. This is associated with a successful communications strategy. Indeed, marketers are calling for digital transformation to ensure greater organisational dynamism. Because it is associated with better in-house information management. And, above all, it means opening up to the various neighbouring professional sectors.

Other articles :

  • Digital transformation at Marketing Remix 2017
  • Customer perception as a factor in marketing success