The “uberisation” of the economy is making companies rush into digital integration, but they need to build some critical capabilities before investing.
In the face of emerging digital disruptions across fields as varied as healthcare, transportation or even banking, companies have massively increased their digital investments. For instance, a survey by eConsultancy revealed that 77% of companies plan to increase their digital marketing budget in 2015, a sharp 71% increase compared to the preceding year.
Despite these impressive numbers, strategic digital initiatives often lack clarity or focus. Indeed, digital investments typically drive a wide range of projects ranging from leveraging social media networks internally or externally to digitising processes or even to creating new digital services for customers.
