This is the first post in the Driving Adoption of Digital Initiatives series, covering the key factors marketing leaders should consider when implementing major digital marketing initiatives.
For a digital marketing initiative to be successful, early-on adoption planning – which involves stakeholder alignment, organizational support, process design changes, and other factors – is essential. Digital initiatives, whether it’s a website redesign, e-commerce launch, or transition to a new CMS platform, at their core are entirely cross-functional and can be extremely disruptive for organizations, especially those with strong traditional marketing channels. Digital platforms undermine existing processes, relationships, and may often challenge organization structures.
The success of digital marketing initiatives thus requires a custom approach to managing and driving adoption through an organization. Adoption is defined as achieving the desired level of program, technology, or an initiative’s use in a consistent manner. In the next several posts, we’d like to discuss and explore some of the approaches that influence adoption.