Jeff Rajeck says, “Digital transformation is one of those programmes that doesn’t, at first, sound like a marketing initiative.

In some ways, it seems like IT should own it – it is ‘digital’ after all.

Upon a closer look, however, it is clear that marketing has a strong role to play. The reason is that as customers become more digital, it is marketing’s responsibility to keep up, even if the rest of the company is lagging.

When marketers have a look at what digital transformation entails, though, it seems overwhelming.

Management needs to be convinced, new technology has to be purchased, and the whole organisation needs to be restructured. How can marketing alone get this process started?

At a recent Digital Cream roundtable discussion in Sydney, we asked marketers to come up with a few ideas on this topic. Below is a summary of seven ways marketers can get digital transformation started in the new year.

1) Take ownership

The first step to getting a digital transformation programme started is to take ownership of the process. This means becoming familiar with what digital transformation will mean to the company as well as understanding how other organisations have approached it”.

Seven ways marketers can jump-start digital transformation in 2017

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