{"id":1281,"date":"2021-07-20T08:00:54","date_gmt":"2021-07-20T12:00:54","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/07\/20\/how-communication-is-key-for-businesses-lagging-behind-in-digital-transformation\/"},"modified":"2021-07-20T08:00:54","modified_gmt":"2021-07-20T12:00:54","slug":"how-communication-is-key-for-businesses-lagging-behind-in-digital-transformation","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-communication-is-key-for-businesses-lagging-behind-in-digital-transformation\/1281\/","title":{"rendered":"How Communication is Key for Businesses Lagging Behind in Digital Transformation"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Ben Bush, <\/strong><strong>Partner and Head of Strategy<\/strong><strong>, <\/strong><a href=\"https:\/\/www.theframeworks.com\/\"><strong>The Frameworks<\/strong><\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For those of us working with B2B technology businesses, the past few years \u2013 not to mention the past 18 months \u2013 have been something of a whirlwind. Digital transformation dominates campaign rhetoric, with companies everywhere under pressure to map out their own transformation journey or risk losing out to the next Netflix.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">(Side note: If Blockbuster could somehow have arranged to be paid royalties every time they were mentioned in an article like this, perhaps they\u2019d still be with us today.)<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Digital transformation means different things to different businesses. Some industries have rapidly changed beyond recognition; others have struggled to do more than make incremental improvements to the way they\u2019ve always done things. We\u2019ve heard again and again that more traditional businesses like manufacturing, engineering, supply chain and construction fall squarely into the second category.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Where tradition meets transformation<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">As someone who\u2019s been following these sectors for the best part of three decades, I find this surprising. Throughout that entire time, various iterations of a digital transformation agenda have dominated the conversation \u2013 at least when viewed through the lens of trade media and front-line marketing. With the adoption of technologies like computer-aided design, rapid prototyping, product lifecycle management and virtual simulation, you could argue that these \u201ctraditional\u201d industries have been <em>ahead<\/em> of the game when it comes to the use of digital tools and techniques.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But it\u2019s true that the story can be a bit patchy, particularly where the theory of genuinely transforming business processes meets the practicalities of actually doing so.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For the last three years, we\u2019ve been working with an organisation that has developed a blockchain-powered platform to transform the complex flow of data associated with the movement of cargo around the world. The nature of the platform requires a critical mass of players within global supply chains to sign up. That means everyone from shippers to freight forwarders, from port authorities to customs officers. In this complex landscape, the undeniable benefits of long-term transformation can be a tough sell when ingrained working practices often still involve that ghost of transformation past: the fax machine.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>2020 vision<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">It appears, though, that 2020 was a turning point for many industries previously slow to take on the perceived disruption that comes with digital transformation. Not only did it provide an enforced breathing space \u2013 what better time to absorb change than when \u201cbusiness as usual\u201d is anything but the norm? \u2013 but it forced many businesses to reinvent their offerings simply to stay afloat. We saw restaurant suppliers creating direct-to-consumer offerings, for instance, and restaurants themselves sending out kits to enable people to enjoy their meals at home.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Some of these enforced changes will prove to be \u201ckeepers\u201d; others flash in pans. But if nothing else, the businesses that have not made changes are sensing a FOMO moment, even as the prospect of change itself continues to feel rather daunting.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These factors broadly hold true across all industries and are already heralding a lasting change for many service-oriented businesses like ours who have been able to confound the doubters by upping their home and flexible-working game. In manufacturing, engineering and supply chain, traditional ways of working are rather harder to shake up, but we\u2019ve worked on multiple examples of brand and communication initiatives in the last 18 months that suggest the tide is turning.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Campaigning for change<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">And a big part of successful digital transformation <em>is<\/em> about communication. Transforming the way a business or an ecosystem goes about its day-to-day operations requires consensus, and that means influencing many, many different people. Those driving transformations need to find ways to meet resistance, doubt and inertia head-on.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Often, it\u2019s a case of breaking down the idea of digital transformation into discrete, practical changes where immediate benefits are clearly articulated alongside a relatively painless path to achieving them. That\u2019s the thinking behind IBM Garage, a consultancy model that applies agile collaboration to a rolling series of individual business challenges. Our launch campaign for IBM a couple of years ago stressed the many ways this approach removed some of the risks from digital transformation.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">More recently, we\u2019ve been working with an automation client to launch a new product designed to give retailers a new way to fulfill online orders from existing local stores. We created a narrative that would appeal to multiple stakeholders in such organisations and built an online experience that guided people to the most relevant insights and practicalities, based on the nature of their company and their role within it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By carefully taking them through the art of the possible in this way, we effectively took cautious retailers from \u201cHow can I hope to compete with online specialists when we\u2019ve only ever sold on the high street?\u201d to \u201cI have a supply chain hub on every high street already. Let\u2019s start selling online.\u201d<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Building momentum<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Ultimately, businesses struggling with digital transformation make two key mistakes. The first is to think they need to map out their whole journey before they embark on it. Far better to take it step by step, building consensus and momentum along the way.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">More importantly, they are failing to appreciate that changes in human behaviour are at least as important to the success of digital transformation as any change in technology. And you can\u2019t expect anyone to change \u2013 or become champions for change \u2013 without effective and empathetic communication.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n            document.write('<' + 'div id=\"placement_376261_' + plc376261+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376261, [300,250], 'placement_376261_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376261++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Digital transformation means different things to different businesses. Some industries have rapidly changed beyond recognition; others have struggled to do more than make incremental improvements to the way they\u2019ve always done things.<\/p>\n","protected":false},"author":7,"featured_media":1282,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-1281","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Communication is Key for Businesses Lagging Behind in Digital Transformation | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-communication-is-key-for-businesses-lagging-behind-in-digital-transformation\/1281\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Communication is Key for Businesses Lagging Behind in Digital Transformation\" \/>\n<meta property=\"og:description\" content=\"Digital transformation means different things to different businesses. 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