The term “digital transformation” is increasingly present in the vocabulary of business leaders in Brazil: 73% of business leaders interviewed for the “Business Leaders and Digital Transformation” survey, conducted by Data Makers, agree that the topic is extremely important for the future of business.
In the world of marketing, there is no shortage of examples of companies that are using digital technologies to improve communication processes and correct deficiencies and operational problems common to the corporate world.
In this transformation scenario, it is necessary to understand that the adoption of digital technologies, such as Artificial Intelligence and its various applications in favor of productivity, for example, is no longer a trend and has become an urgent matter.
This is because companies that delay adapting to the new technological era run a serious risk of falling behind and becoming outdated in the competitive scenario. Therefore, it is crucial that ivory coast whatsapp data companies and marketing professionals are prepared to embrace digital transformation.
Research figures
Contrary to the scenario indicated by research on the perception of ESG and DE&I carried out by Data Makers, the study on digital transformation indicates a harmony between the level of recognition of the importance of the topic and knowledge about it.
In this survey, 63% of respondents stated that they had complete knowledge on the subject, and only 4% of the leaders interviewed admitted to having no knowledge on the subject. The consensus among executives on the importance of the subject suggests that members of the top corporate leadership perceive digital transformation as a crucial step for the longevity of companies.
In another stage of the survey, respondents were asked to reflect on the statement “Digital Transformation is a priority for my company”. 34% of them fully agreed with the statement, 27% partially agreed, 26% declared themselves neutral, 9% partially disagreed and only 4% fully disagreed.
Regarding the level of attention given internally to the topic, 41% of respondents said that the subject could receive even more attention, suggesting that digital transformation is still underestimated in the environment in which they operate. For 49%, the topic receives due attention.
Motivations and barriers
For 68% of the professionals interviewed, increased operational efficiency is the main benefit offered by digital transformation. Another 58% cited business results – an inevitable consequence of increased efficiency – as the second most relevant advantage.
Rounding out the Top 5, half of the professionals cited data-driven decision-making as a desirable advantage. For 41%, the ability to monitor consumer behavior is the major advantage provided by digital transformation, while 40% of those interviewed chose cybersecurity and the ability to monitor the market and competitors as the main benefit.
On the other hand, an old and well-known barrier highlighted by Data Makers' research also extends to digital transformation. 46% of the leaders interviewed said that the lack of prepared professionals is the main obstacle to the crucial change. For Andrea Iorio, Founder and speaker at Andrea Iorio Keynotes, the index makes it clear that there is a huge gap in the lack of training and preparation of people for the topic of Digital Transformation.
Another significant portion, 40% admitted that the company's culture is not suitable for digital transformation. Closing the list of most relevant barriers are lack of knowledge, cited by 37% of respondents, rigid operational structure (33%) and lack of financial resources (31%).
Technologies used and future investments
Used by 45% of the professionals interviewed, technologies focused on the concept of Big Data are the most widely used tools today, ahead of Artificial Intelligence, used by 41% of respondents, and Machine Learning, mentioned by 29% of participants.
The future, however, holds a different scenario. When asked about the technologies that should be adopted in the next 12 months, 38% of respondents said Artificial Intelligence, confirming the expansion trend caused by the potential of technology, celebrated by CMOs globally.