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New EMR white paper urges corporates to master the art of agility

According to the latest white paper from marketing recruitment specialist, EMR, large corporates need to learn from smaller, technology-savvy start-ups when it comes to digital strategy and implementation. The white paper, entitled 'The Art of Agility', warns that big corporates lack the agility of their smaller counterparts and are at real risk of becoming digital dinosaurs.

New EMR white paper urges corporates to master the art of agility

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.

Key facts:

  • 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.

Rachel Bowman, Director at EMR, concluded: "It has become clear that big businesses have a lot to learn from smaller, more agile businesses, in order to keep up with the constantly changing demands and behaviours of consumers. Digital innovation is at the heart of this agility and so should be part of a seamless omnichannel approach which has the buy-in of every single employee.

"Organisations that fail to keep up with advances like the internet of things will lose relevance, customer engagement and in turn, market share and profit, so it is in their best interest to act now and evolve."

A copy of the white paper is available to download here.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).