In February 2015, EMR hosted a roundtable discussion in partnership with digital training firm, The Knowledge Engineers, to tackle these issues by bringing together marketing and digital leaders from a range of enterprises. The panel agreed that in order to become more agile, businesses must fully engage employees with digital and empower them with the relevant skills and knowledge to be bold and test ideas.
- 45% of marketing staff feel they know nothing or only a little about their company’s digital strategy
- 70% of digital spend will be on mobile by 2018
- Only 26% of marketers have confidence in their mobile marketing skills, according to a global survey by The Knowledge Engineers.
Despite the majority of marketers identifying digital as an area for improvement, only a third have received any training in the past 12 months.
How have SMEs got it right?
- With an efficient decision-making process and a willingness to test, (possibly) fail and get back up and start again, a smaller organisation can adapt quickly
- The roles within SMEs are less clear cut with everyone bundling together to problem solve
- The lack of clearly defined boundaries means digital thinking can’t be cut off from the rest of the business and is fundamental without exception
- Large corporates can apply elements of this to their business, such as creating and celebrating a company-wide digital scheme or encouraging inter-departmental co-operation with marketing and digital teams.