The Guide to Digital Transformation


Digital transformation uses any digital technology to provide better products, services and experiences. Whether you’re McGraw-Hill Education reinventing its personalized shopping experience, or retailers becoming more and more like publishers, or the numerous other possibilities, business in today’s world of rapid digital disruption and emerging device and social platforms need to have an action plan.

This week’s infographic is not so much a collection of stats as a rundown on the present and future of digital transformation, adapted from Infomentum’s CEO’s Guide to Dealing With Digital Disruption (via SmartInsights blog).



What holds back digital transformation?

  • Company culture
  • Increasing pace of change
  • Constant search for expertise
  • Cost
  • Red tape and regulation

3 steps to digital transformation

  1. Define your digital strategy – Where is your priority? Play to your strengths and consider your culture
    2. Identify your digital leader – CTO, CMO, CIO or contracted Chief Digital Officer?
    3. Open up and integrate – understand the API economy to streamline processes

The future of digital

Will all brands become technology firms?
Online and offline worlds are merging
Developing nations will drive innovation
IT budgets focused on digital experiences, not technologies
Keep up with the rate of change


  1. Encourage innovation, then watch it grow
    2. Know your strengths, but be open to change
    3. Trust your customers

Reprinted by permission.

About the author: Linda Bustos

As Director of Ecommerce Research at Elastic Path, Linda Bustos works with some of the world’s largest companies to help improve conversion rates and profitability on the Web. In addition to writing the Get Elastic blog since 2007, Linda’s articles have appeared in Mobile Marketer, CMO Magazine, E-Marketing + Commerce, and Search Marketing Standard. She is a frequent speaker at industry events, including XCommerce, Conversion Conference, and Affiliate Management Days.

In 2010, Linda earned a spot on the DMNews Top 30 Direct Marketers Under 30 list. She has served as faculty for the Banff New Media Institute’s Career Accelerator Program and Marketing Profs University, and has appeared as one of the Top 100 Influential Marketers of the year in 2008 and 2009. Prior to joining Elastic Path, Linda worked agency-side, specializing in usability and SEO.

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