| ISBN |
9780749479657 |
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9780749479664 (pdf) |
| Märkused |
Bibliograafia lk. [234]-236. - Sisaldab registrit |
| Sisukord |
Intro -- Contents -- About the Authors -- Contributors to this book -- Foreword -- Acknowledgements -- Introduction -- Part one Why you need a digital culture -- 01 The increasing pace of change -- Disruption -- Death by a thousja cuts -- Digital transformation -- Beyond capability -- 02 The technology catalyst -- Enter Moore's Law -- Exponential growth in perspective -- Technology as an enabler -- The near future -- Technology changing society -- Double-edged sword -- Frictionless technology -- The distant future -- A guaranteed future prediction -- 03 New channels, tools and business models -- Business to business and technology innovation -- New channels -- New tools -- New business models -- Beyond Uber -- Free is always cheaper -- 04 Why organizations really fail at digital -- Changing external landscape -- Changing internal landscape -- Broad skillsets -- Conclusions -- Part two Plotting your digital journey -- 05 What a digital transformation looks like -- What does a digital transformation involve? -- Lessons learned -- 06 Your digital culture audit -- Your digital audit scores -- 07 Understanding your stakeholders -- Mapping your stakeholders -- 08 Your strategic approach -- Choosing a path -- No silver bullet -- Part three The Digital Culture Framework -- 09 Definition and vision -- Listening first -- Connecting potential and priority -- Three types of transformation -- What sort of change is right for you? -- Articulating your vision -- 10 Leadership -- The role of the CEO -- The reality of trade-offs -- Aligning objectives -- (Non-fiction) Storytelling -- 11 Agility -- The need for speed -- Overcoming the barriers -- Decision rights -- Failing fast -- Agile methodology, reapplied -- 12 Environment -- Culture and environment -- Digital technology and the workplace -- Competing for digital talent |
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Beware the cool kids in the corner -- 13 Skills ja talent -- Resistance to change -- Learning techniques -- T-shaped people -- The digital skills gap -- Digital marketing training and jobs -- Global digital marketing skills shortage -- The dogma of recruitment -- Training and learning techniques -- Classroom-based digital marketing training -- Digital marketing qualifications -- Conclusions -- 14 Strategic positioning -- Bridging the gap -- Strategic positioning in practice -- Business-to-business service -- Consumer Packaged Goods -- Complex consumer product -- Charity funding -- Beyond communications -- Content marketing and the user journey -- Traditional sales funnel -- See, Think, Do, Care -- Content mapping -- Authenticity -- 15 Translation and communication -- Speaking the right language -- Identify the blockers -- Lather, rinse, repeat -- The network effect -- It's a two-way street -- The medium, not just the message -- 16 Technology -- Why technology matters -- Getting the fundamentals in place -- Single customer view -- The painful truth about integration -- Next step: Marketing automation -- Why technology is a challenge -- Creating an effective digital culture for technology -- Conclusions -- 17 Process and governance -- Where we need processes -- Avoiding 'bottom of the drawer' syndrome -- Workplace experimentation -- Internal service level agreements -- Example process mapping -- Social media crisis management - effectively implementing a social media policy -- How to avoid a social media disaster -- Social media crisis management plan -- Social crisis management conclusions -- Conclusions -- 18 Structure -- Avoiding the digital silo -- Structure is an enabler, not a solution -- Find your operating rhythm -- Break down walls -- Do you need a Chief Digital Officer? -- 19 Connections -- Curate your own stream -- Unlock the value chain |
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Build your network -- Get out more -- Seek out the innovators -- 20 Measurement -- Digital strategy ja measurement in perspective -- Setting primary objectives -- Setting primary objectives as analytics goals -- Connecting primary objectives to business objectives -- Digital channels driving primary objectives -- Understanding how digital channels contribute -- Multi-Channel Funnels Report (MCF) -- Workplace experimentation -- Conclusions -- 21 Innovation and entrepreneurship -- Culture of managed risk -- Market insights -- Ability to experiment -- Measurement frameworks -- Leadership commitment to asking challenging questions -- Conclusions -- 22 Financial impact -- Financial measurement to drive change -- The perfect financial measurement model -- Adding non-direct activities to our measurement framework -- Conclusions -- Part four Keeping up with change -- 23 Keeping measurement at the core -- Conclusions -- 24 Separating the ephemeral from the enduring -- Experimentation is key -- The risk of not continuing -- Insights review and external opinion -- Conclusions -- 25 Three things to watch -- Connected living -- What if the uberization of talent becomes mainstream? -- Artificial intelligence -- Epilogue -- You are going to struggle at times - practical advice -- Things happen in fits and starts -- The journey never ends -- Appendix: The Digital Culture Toolkit -- References and further reading -- Index |
| Märkused |
Access insider stories from leading companies including BMW, Twitter, Deloitte and Bloomberg, on how digital culture has improved their business practices, leading to increased adaptability and productivity |
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Building Digital Culture aims to answer a simple question: How can organisations succeed when the environment they operate in is changing so quickly? The last thing businesses need today is a digital strategy. Instead, their strategy needs to be fit for our fast-changing digital world, where businesses have more data than they know what to do with, a media landscape that's exploded in size and complexity, the risk of a new disruption around every corner, and only one certainty: that this change won't let up. Building Digital Culture doesn't address whether or not you should advertise on Facebook or invest in virtual reality. It doesn't seek to unearth a silver bullet to make digital investments a sure-thing. It steps back from the hype, and argues that whatever digital might mean for your business, if you don't create a digital culture you'll most likely fail, or at least fall short of what you want to achieve |
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Ilmunud ka võrguväljaandena (pdf) |
| Märksõnad |
ettevõtted
|
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digitaalne kultuur
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uus meedia
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infotehnoloogia
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innovatsioonid
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juhtimine
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organisatsioonimuutused
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organisatsioonikultuur
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e-turundus
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käsiraamatud (vormimärksõna)
|
| Lisasõnad |
Information technology -- Management |
| Täiendkirjed |
Brown, Thomas, 1982-, autor
|
| Täiendpealkiri |
TalTech e-raamatud
|
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Ebook Central TalTech
|
| UDK |
005.9 (035)
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658 (035)
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|
004 (035)
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