Digital transformation is no longer an option. It is now the imperative for every business, large, medium or small. It has become the hot term leading Managers and Organisations to embrace this journey in order to remain competitive in a world that is moving faster towards digital.
When it comes to action, however, it often becomes evident that many leaders and sponsors of the digital transformation of their company have not yet made clear what this really means. It’s not just about adopting new technologies or moving to the cloud. Digital transformation is, first of all, a change in the corporate culture and the way of conceiving the functioning of the organisation.
What is Digital Transformation
Digital Transformation is about more than digital products and services; it’s also about the processes that create, enable, manage, and deliver them. The real meaning of transformation lies in the capability of an organisation to make processes and underlying technologies adaptable to the new game’s rules. It implies a profound re-thinking of organisations, starting from the processes and information flows, to business models to fully grasp the opportunities offered by new technologies and new media and communication channels.
A radical change that impacts the entire organisation and can only be tackled through a systemic approach, a rigorous method and appropriate application tools, with a short and long-term strategy in mind, made up of small intermediate steps to achieve full digitalisation of the company without stumbling.
For example, getting the best e-commerce or landing on the most popular marketplaces does not automatically mean selling more and improving performance … Without analysing how your company operates and without redesigning business processes, you will probably end up missing the most of the full potential of these extraordinary resources.
The essence of Digital Transformation: new synergies between the Product Supply Chain and the Content Supply Chain
So what does it really mean to digitise your organisation? In Hyphen-UK we believe that it is not possible to achieve a real Digital Transformation without starting from the digital contents of product and brand since they represent the fuel that feeds the transformation process.
Today the creation of digital product and brand content is typically entrusted to the actors belonging to the Digital Supply Chain, ie all those involved in the design, production and distribution of editorial communication materials for promotional or omnichannel sales. In reality, they are not the only repositories of assets, data and information related to a product. Indeed, they are often called on time-consuming research within their organisation to find product content born months before, in the early stages of the life of the product.
For this reason, having quickly and easily accessible digital contents of products and brands – thus laying the foundations for the digitalisation of the company – requires a deep integration between all the roles that are part of the organisation, whether they are part of the Digital Content Supply Chain or they belong to the Product Supply Chain.
In reality, the contribution of the different roles that produce assets and product information at every level is an underestimated and too often overlooked process. Hyphen-UK’s digitisation projects are born from the review of production processes and sharing of product contents.
The development of a Digital Supply Chain perfectly integrated and in synergy with the Product Supply Chain becomes the necessary condition to start a real digital transformation of the organisation, which allows the optimisation of all the activities of communication, promotion and omnichannel sales. Ultimately, it translates into improved business performances as well as it ensures that the company remains relevant in the digital age.