Description
Book SynopsisDaniel Rowles has worked on client and agency sides of digital marketing for almost 20 years. He is a Course Director for the Chartered Institute of Marketing (CIM), lecturer at Imperial College London, CEO of TargetInternet.com and lead judge for the CIM Marketing Excellence Awards. He is also the host of the
Digital Marketing Podcast, an iTunes top 10 business podcast.
Thomas Brown is a consultant and executive advisor on marketing and digital transformation. Formerly Director of Strategy and Marketing at CIM, he is the architect of more than 35 major research and thought leadership initiatives.
Trade Review"Finally, digital has been distilled and debunked! A no-nonsense, actionable guide to digital capability building, regardless of where you are on the journey." * Cesar Lastra, Founding Director, Bash and Build *
"A genuinely inspiring, thought-provoking and motivational read wherever you are in your organisation and at whatever stage of your digital maturity." * Neil Costello, Head of Marketing, Atom Bank *
"A great starter pack for anyone who wants to be serious about diving into the digital age and driving change." * Thierry Campet, Global Head of Marketing and Communications, UBS Wealth Management *
"A very well researched and written book that is an essential aid to help you navigate through the potentially vexatious digital world." * Nick Hughes, Director of Marketing and Communications, SEGRO plc *
"The breakneck speed of today's digital environment is challenging for all marketers to keep up with. This book will help marketers from start-ups to large businesses take a firmer grip of this digital environment, and better use its capabilities to deliver greater levels of traffic, revenue and profit." * Simon Daggett, Global Head of Marketing, DHL Global Forwarding *
"Brilliant insight into how to reality-check your own organisation and vision. There is courage in these pages - challenging and well-used terms and methodologies, but addressed in a helpful and practical way. A book to share." * Eda Colbert, Head of Brand and Marketing, British Council *
"While I was reading this book, I was interrupting everyone I know I share ideas and quotes. If you are looking for an engaging, readable text that moves at the same speed as the digital world it describes, buy this book." * Kelly Barner, Managing Editor, Buyers Meeting Point *
Table of Contents
- Section - ONE: Why You Need a Digital Culture;
- Chapter - 01: The Increasing Pace of Change;
- Chapter - 02: The Technology Catalyst;
- Chapter - 03: New Channels, Tools and Business Models;
- Chapter - 04: Why Organizations Really Fail at Digital;
- Section - TWO: Plotting Your Digital Journey;
- Chapter - 05: What a Digital Transformation Looks Like;
- Chapter - 06: Your Digital Culture Audit;
- Chapter - 07: Understanding Your Stakeholders;
- Chapter - 08: Your Strategic Approach;
- Section - THREE: The Digital Culture Framework;
- Chapter - 09: Definition and Vision;
- Chapter - 10: Leadership;
- Chapter - 11: Agility;
- Chapter - 12: Environment ;
- Chapter - 13: Skills and Talent;
- Chapter - 14: Strategic Positioning;
- Chapter - 15: Translation and Communication;
- Chapter - 16: Technology;
- Chapter - 17: Process and Governance;
- Chapter - 18: Structure;
- Chapter - 19: Connections;
- Chapter - 20: Measurement;
- Chapter - 21: Innovation and Entrepreneurship;
- Chapter - 22: Financial Impact;
- Section - FOUR: Keeping Up with Change;
- Chapter - 23: Keeping Measurement at the Core;
- Chapter - 24: Separating the Ephemeral from the Enduring;
- Chapter - 25: Three Things to Watch
