Today Facebook and Deloitte Digital announced they are forming an alliance to help companies accelerate change within their own organizations to fully evolve into digital businesses. The goal of the alliance is to rewire legacy business and marketing models to create long-term business value and will focus on four pillars:
1. People
2. Technology
3. Insights
4. Experience innovation
Additionally they also released a study that assesses the digital maturity of the marketing industry, which showed that — while digital has been a huge part of industry conversations for years — marketing organizations are not yet operating as digital businesses and are a long way from doing so.
Key findings of the study include:
• Digital has been a huge part of the industry conversation for a long time, but overall, marketing organizations are not yet operating as digital businesses.
• There's a gap between perceived digital maturity, and actual digital maturity (when it comes down to offerings, delivery methods, operations). These marketing organizations are "doing" digital, but they aren't "becoming" digital — and are quite a ways from the ultimate goal of “being” digital.
• The industry's training methods, company culture, current processes, ways of working and business structure don't lend themselves to becoming digital. These organizations need to completely transform in order to be effective marketing organizations for a digital world.
• 87% of business leaders anticipate their businesses being disrupted by digital business models, but only 30% believe they have the leadership or skills to execute on a digital business model. (Deloitte’s annual CMO Study)
• Most marketers still have their teams divided between “digital” and "traditional," which prevents them from thinking mobile first (because in order to be mobile first, everyone must be “digital”). For marketers to build communications that are truly mobile first, they must build teams that are mobile first.
• There was a generational difference in assessing the organizations' digital capabilities; Millennials ranked the organizations more negatively than older generations.
• Understanding how important attracting and retaining younger, “more digital” talent is also an issue worth assessing.
