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BEST PRACTICES & STRATEGIES

out that a lack of specialist knowledge has now led to a
slight decrease in digital implementation projects. The
corona pandemic has just shown the new and
important role digital processes are taking.

Be able to do it
https://www.youtube.com/watch?v=ihYIQowqkSc
(Capgemini Invent)
After wanting to do so, the second question quickly
arises, namely that of “ability”. Digital changes are not a
technical button that you can just press, rather it is
about the specific knowledge and the associated know-
how relating to digital value creation.

The basics of the digital economy are essential for
every manager. In addition to professional and social
skills, digital skills will be essential in the future to be
able to lead entrepreneurially. And that doesn't just
apply to management, but to every employee in the
company. Digital values, digital value creation, and
digital value chains as the basis of digital business
models must become second nature to everyone.
However, studies have shown that knowledge about
digital technologies, digital economy and digital
markets is not particularly well developed at all levels of
work and in management.
This situation can only be changed through specific
training and further education.

Ultimately, do it!

In the end however, what really counts is the
implementation of digital projects in practice, the
“doing”. All those involved are measured by what is
really happening and how the company and its
employees are taken along on this path. The focus is
on the three "digital Ps": processes, products, and
platforms as well as their structure and design.

The automation of processes is a simple necessity, as
is the answering of related questions such as digital
customer journey, dynamic pricing, interactive ordering,
tracking and so on. In addition, the digitization of
products will grow in importance: sensors, the Internet the digital leaders who guide our industry into the digital
of Things, artificial intelligence, and remote age.
maintenance are just a few of the keywords. However,
the development of digital platforms shouldn’t be Especially in times of crisis like this, management
ignored either since these have proven to be a superior needs a solid understanding of technology and know-
business model on the Internet. To make a long story how to make use of innovations as in the long term only
short, the digital execution is the third essential those companies will successfully assert themselves in
component that characterizes a digital leader. the market. We must make sure that technological
competence is firmly anchored at the C level. ◊
Since digitization can no longer be stopped, we must
actively shape the digital age. This will depend on a By Daniela La Marca
digital mindset (willingness), the associated digital skills
(ability) and digital execution (doing), and ultimately on

January 2021: AI & Automation in Marketing 17