Report reveals organizations focused on digital governance, new organizational structures and talent management
Paris, January 25, 2013
Digital marketing is firmly established within the business strategies of the majority of global organizations, with rising budgets and increased importance of multi-channel marketing driving impacts across the enterprise. These are the key findings of an in-depth report, “Unlocking Business Value from Digital Marketing” in France, by Infosys, a global leader in consulting and technology, and EBG, a professional community of business active in industry, services, media, marketing, telecommunications and IT sectors.
The study of around 100 digital marketing executives also found that digital marketing in France is driving a more sophisticated approach to customer relationship management, with segmentation of different communities being used to drive targeted campaigns.
Key findings of the study include:
Quotes from survey participants:
“General management's sponsorship of digital technology is an incredible strength, particularly in terms of image vis-à-vis the teams .”
“Digital technology is not just a simple e-commerce sales channel, but a medium in its own right that must be a prominent part of the company's strategy .”
“The increase in digital and mobile media is moving sales away from a store-centric model – which involves doing everything possible to bring customers in-store and seduce them – to a consumer-centric ecosystem. The consumer is now at the centre of the media relationship with the brand or company.”
“The digital function must be grasped from above. If it is too diluted, it cannot emerge in the company. A happy medium must be found between the need to have a very specific centre of expertise and knowledge, and the need to bring together these skills to make them work cross-functionally with the other departments.”
“Integrating digital technology into an overall strategy by setting specific targets and consistent KPIs is one of the key success factors.”
The Electronic Business Group is comprised of 550 companies and 120,000 professionals; 4,000 of whom have VIP status, meaning that they are CEOs, chairmen, managing directors, departmental directors and/or members of executive committees. The EBG is the most important business network centred on the digital economy in France, and its members include all of the companies listed on the CAC 40 and 97% of those listed on the SBF 120.
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