IS YOUR TEAM ACTUALLY USING THAT NEW

TECHNOLOGY?

Most likely they are not. If there is one thing I’ve

found consistently in both the corporate world and in academia, it’s that you can’t use too many tools. If the technology

becomes a part of the job that must be done, the

tool must be used. Choosing a few tools, and

getting the entire organization accustomed to using them, is the best way to ensure adoption.

It is tempting to try to incorporate new ones,

but as this article states, focus is often on deployment, not

adoption.

A few key tools are all we can expect in

terms of adoption, so transitions must be incorporated into

any new decisions. Investment into something new

comes at a cost – and work functions become about the technology instead of the task at hand until the adoption is

complete.

Here’s how to better lead the transition to new, digital marketing ways of working:

1) Do Fewer Things Better

You can’t jump on every new technology.

Focus on ones that will create

real value—and that you believe you can execute.

2) Plan And Budget For Adoption From The Start

Communicate the value of adoption to

your employees.

Take into account the

people, processes, and

structural changes, and

budget for training.

3) Lead By Example

Model the change you want to see happen. For

instance, you can participate

on digital platforms and experiment

with new ways of

collaborating and

connecting with

employees.

4) Engage HR Early

When relevant, encourage HR

to take a leadership role

in the transformation

. It will be essential for

them to adapt management

and HR processes so

the new practices get

institutionalized.