Two-thirds of digital heads see implementing digital across the business as their number one challenge, despite 83% believing their strategy is fit for purpose, according to research by Acquia.
The research revealed a huge gap between digital strategy and execution, with one in three senior marketers believing customers’ unwillingness to share personal data is hindering progress, and 27% believing their teams lack the skills and knowledge required to personalise effectively.
For 45% of respondents, other digital execution challenges included struggling with the varying quality of content across different regions because of the different frameworks they use in each region, while 71% of CIOs and 50% of CDOs are frustrated by the amount of time it takes to spin up a new site, whether that’s for a new region or new product.
Bridging the gap
It’s not all doom and gloom, however. While one in three senior marketers feel they lack support from the board when it comes to digital, three-quarters are looking to adopt a continuous improvement mindset, regularly gaining feedback from external stakeholders and customers on how they can improve to bridge this gap.
Sylvia Jensen, VP marketing in EMEA for Acquia said: “The wrong technology setup makes jumping on the latest digital trends so much harder. And when marketers try to justify their decision to pursue digital to the board, often they’re met with barrier after barrier. The result is that brands start to see digital as a ‘tool’ rather than something that needs embedding within the culture of the business.”
