In continual digital transformation
There is a term that took hold in the second half of 2016 and is continuing to grow in public research and sector interventions at every level: digital transformation.
According to Google, ALL companies will be digital and in an interconnected world like this Google's prediction does not seem risky at all.
The aspect that I find interesting is that even companies that are born digital like Evolution Travel are directly interested in digital transformation because the transition to digital is the first step, but the path then leads you to continual and perpetual technological innovation where the key term is "speed."
Innovate quickly, grow faster, interact and communicate with the public faster in real time. Moreover, higher speed means anything but lower quality. This is a competition that can only be participated in by using the most cutting-edge tools and methods.
This process involves various aspects (areas, departments, etc.) of businesses in a democratic, cross-party way. For example, this means that the IT department refers to the DevOps method, the Marketing Department develops customer interaction via BOT so that it can respond 24/7 in real time and the administrative department faces the revolutionary fading away of paper records.
"Speed" as both imperative and master constantly pushes us on this narrow and long path called innovation. The need to structure and strongly align areas of intervention is inevitable. The idea of the jack of all trades is losing ground.
An example of this is the Travel Adviser, who until recently could take care of their marketing needs (i.e. acquiring new online customers) completely independently with a bit of time and passion.
Today the resources available for the same goal (and in some cases the complexity and maturity of these) have multiplied, making it necessary to refer to specialists.
It is no coincidence that over the past 12 months Evolution Travel's marketing department has increased the number of specialists for every single medium, just like every other ET department.
I conclude by inviting you to ask yourself the following question: "And what am I changing, or what should I change from today?" because, as Didier Bonnet said: "The only wrong move when it comes to Digital Transformation is not to make any move at all."