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“Leading companies will win digitally by continually innovating brand experiences that drive transformative results,” said Dave Mankowski, Chief Growth Officer for CX software company Bounteous, at our recent MarTech conference.
Many of these digital wins don’t come easy though. In Mankowski’s experience, he sees that innovation often comes slower than expected. Signs of a slow transformation can be seen even in the retail industry overall, where only 20% of retail is done digitally through e-commerce.
Both challenges to innovation and opportunities to advance it do exist within the organizational structure, however, and it’s up to marketers to understand the key drivers to get a transformational win.
“You can get transformational results by doing things better — by unlocking the potential that already exists within the enterprise,” said Mankowski.
Mistakes to avoid
“It’s not that companies are moving too early at this point, and it’s not because there’s not great potential for results,” Mankowski explained.
When a company has decided to invest in new technology, for example, failure or success can hinge on avoiding the following mistakes.
Not asking the right questions. Businesses need to get critical insights from their technology, so marketers should be armed with the right questions. For instance, “90% of companies are investing in marketing AI, but very few are seeing the results that they would hope for,” said Mankowski.
It’s not enough to implement a new tool in the stack. Marketers need to make sure the new tech is yielding results in the form of
Read more here: https://martech.org/how-to-implement-new-technology-to-drive-innovation/