It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
Digital training provider, Digital Chameleon, has partnered with Capgemini Australia on new training and learning programs aimed at mainstreaming digital skills across large organisations.
The deal sees the two organisations combining Digital Chameleon’s digital literacy assessment and learning approach with Capgemini’s Digital Transformation People Framework to build programs aimed at assisting organisations define their strategic digital vision, and close the skills gap.
The alliance follows a recent survey undertaken by Capgemini and MIT, entitled The Digital Advantage: How digital leaders outperform their peers in every industry, which found organisations that embrace digital are 26 per cent more profitable than their industry competitors, and generate 9 per cent more revenue through their employees and assets. The research also showed digitally literate companies have 12 per cent higher market valuation ratios.
The Capgemini and MIT research also found 77 per cent of companies see digital skills as a key hurdle to digital transformation, with social media, mobile, process automation and performance monitoring and analysis key shortfalls. However, subsequent The Digital Talent Gap: Developing Skills for Today’s Digital Organization report showed less than half are investing in digital skills development.
A recent Forrester report into digital strategy, <i>The Future of Business is Digital, </i> also found three quarters of businesses surveyed are taking action with a digital strategy in the next year to meet the digital disruption challenge facing their organisation, but only a third believed they had the right strategy for success.
Digital Chameleon said its education approach aims to help organisations build mainstream digital marketing literacy across teams. The group uses a standardised assessment methodology to gauge digital literacy, then provides customised training programs and metrics-driven ROI.
Capgemini Australia head of people and change consulting, Paul Savage, said the consultancy’s focus on improving digital skillsets was complementary to its focus on technology driven transformation. The group’s existing Digital Transformation People Framework is defined to help an organisation define the strategic digital vision and bridge the skills gap.
“Our partnership with Digital Chameleon allows us to help organisations grow digital capability organically to enable accelerated delivery of transformation outcomes,” Savage said. “The partnership will provide our clients with the ‘know how’ to close the digital skills gap and create real advantage in their markets.”
Digital Chameleon managing director, Patty Keegan, said most corporate teams don’t have the appropriate digital skills to meet the needs of today’s digital-driven environment.
“There is a disconnect between people’s confidence, or comfort level, and their job responsibilities, what they actually have to do on a daily basis,” she claimed. “We find companies can no longer hire their way out of a digital skills problem and have to become digitally literate.”
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