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RESEARCH, ANALYSIS & TRENDS

3. The "conservatives" already learned that pro- depends on the right strategy.
cesses, business models and the topic ‘customer Accenture described it in their blog the following way:
experience’, must go hand in hand to succeed, but “There’s a growing divide between companies that
they could still not transfer this knowledge to their view digital technology as a tool for improving existing
daily activities. Well, at least they are on the right business activities—digital followers—and those that
track. see it as something much more profound—digital
transformers”.
4. The "digeratis" are already on the right path, as
they are the ones who have recognized how the According to Accenture, the difference between the
‘digital transformation’ works and even started to two groups is, that digital transformers focus more on
live it in their business processes. They look at all growth, excel in channels, sales, new services, and
the elements of their marketing strategy as part of customer experiences, and place greater importance
a cycle - where the marketing, sales and services on digital technologies across the board, while digital
divisions form a corporate unity. followers concentrate on efficiency.◊

To date, it is still common that all the processes, tools, By Daniela La Marca
channels and the necessary content, are considered
and edited separately. Therefore, an implementation
and reaction isn’t easily possible overnight, but rather

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