Last week we hosted our last Internet leaders dinner of the year and this time we chose the glamourous Pescatori Restaurant in Charlotte Street. Our keynote speaker was Chris Ketley, director of Beechgate consulting and currently consultant at EDF Energy. Chris, who spoke to the audience about the trials and tribulation of digital transformation, gave us great tips on how to manage the process of the digital development in the best way possible.

Chris has an extensive experience  and a proven track record in transformation marketing and digital leadership across B2B and B2C market segment and proved to us how hard this path could be. The first element to keep in mind is that digital transformation is not something that influences just a department or a sector in the industry, but it's something that impacts the whole organisation of a company. In other words, to make the transformation happen you need to be ready to make a whole scale structural change.  First of all, companies need to have a plan  with clear objectives and a good strategy. Knowing what direction the company is going towards is the key of success, so having a good understanding of what competitors are doing, what your target market is and what the customer wants is really important.

The customers are the core of this process so companies need to analyse their behaviour and keep up with all the new technologies and the new ways to interact with them to improve customer service.

Personalisation, good content and clever use of social media are all must-dos in order to engage clients and raise interest and loyalty towards a brand.

What are the elements that block digital transformation? Even though budget is one of the biggest obstacles for many companies, bad IT, poor technological skills and the lack of a team with the capability of managing a certain amount of data and of understanding the customer behaviour are the main problems.

Digital transformation is a process that all companies will need to embrace if they want to survive in the future but a strategy that works for all companies and all cases unfortunately doesn't exist. Analysis, and a good understanding of the situation of a company is the only way to succeed.

We would like to thank Chris Ketley for making this dinner a great success, MoPowered for kindly support the event and of course all the guests for their great company and interaction too.

If you would like to attend or to receive further information about our future events, please visit our website www.mixingdigital.com and follow us on Twitter and LinkedIn.

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