I have experienced enormously with different organizations that they face a number of paradoxes that, if not addressed, these paradoxes threaten to block growth and handicap future sustainability:
Content Paradox – The idea of transmitting digital content openly and transparently contrasts with the interests of the entrenched executive focus on controlling the message and its distribution.
Literacy Paradox – Digital is being adopted at an exponential rate by customers, but more than half of marketing experts admit they are not technically or analytically prepared to address this opportunity.
Marketing Paradox – Traditionally, marketing has operated in its own independent silo and has been focused on customer acquisition and engagement; now its functions and technologies are beginning to involve in all aspects of the organization.
Organizational Paradox – Executives expect digital to transform their companies, but their organizations are not structurally or technologically prepared for the speed and complexity of this change.
Sustainability Paradox – Some two-thirds of organizations consider sustainability a significant issue, yet only a small percentage have fully implemented sustainability initiatives; many more have not incorporated such initiatives into their strategic planning.
Performance Paradox – As a rule, organizations with superior performance (in terms of sales or revenue) feel better prepared for digital transformation and have invested more resources in digital marketing than lower performers.
Do you or does your organization face the same paradoxes?
Let me know!