Dexperty recently published its survey Digital Business Transformation. It shows that only some German companies have a strategy and understanding of digital transformation. Only 43 percent of small businesses see the issue as particularly important, but 56 percent of medium-sized and 67 percent of larger companies do so.

Divided perspectives of companies

In Germany there are companies that have developed a clear understanding and strategic approach to digital transformation, and which are successfully working on customer-centric change processes. But there are also many latecomers, who are just at the beginning of this development. This is shown by the recent “Digital Business Transformation” study conducted by Dexperty.

The primary drivers of digital transformation

The respondents indicated new business opportunities, technological developments and changes in customer requirements as the primary drivers of digital transformation in their own companies. However, development is being hampered by outdated IT structures, the existing culture of the organisation, as well as a lack of resources and knowledge. Two-thirds of those surveyed feel that they are being supported by company management. But only one-third of the companies have a digital strategy, whereas half of large high-turnover companies have one. Nevertheless, about 80 percent of the marketing and IT decision-makers are satisfied with implementation of digital business transformation.

Digital proportion rising

Digital transformation in marketing is steadily progressing and is financed by a growing proportion of the overall budget being allocated to digital outlets, which is now often in the double-digit percentage range. But a strategy is only clearly visible in less than 30 percent of the companies. The respondents see websites, dialogue marketing, trade fairs, print media and public relations as the most important factors for marketing success, whereas social media, blogs, and mobile marketing are quickly catching up. At over 40 percent, the mobile web, SEO/SEM and analytics are considered part of the toolkit along with content and database marketing.

Significant differences between IT and Marketing

Despite many similarities, marketing and IT managers see individual aspects very differently, particularly those related to digital transformation strategies. Only 27 per cent of marketing decision-makers are aware of a strategy, but 42 percent of IT decision-makers are.

­­Find all information on our survey Digital Business Transformation in our 36-page Management Report.

The study

As part of the study, Dexperty and the market research firm INNOFACT AG in Düsseldorf, surveyed more than 600 marketing decision-makers within a representative panel in June 2015. 50 per cent of those surveyed were responsible for marketing and 50 per cent for IT in their companies. Read more research details here.