New report finds more than two-thirds of business leaders think of digital as a continuous evolution, not a transformation


  • C-suite investigate reveals enterprises should embrace frequent evolution and iteration to accomplish electronic good results
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  • Much more than two-thirds (68%) no for a longer time assume in terms of ‘transformation’ but alternatively of consistent evolution to embrace adjust
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  • The equilibrium of tech, electronic and culture is not mature, with 42% of electronic-to start with corporations a lot less most likely to see electronic transformation as a basic transform
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  • Marketing’s likely to remodel the digital expertise is not getting applied to its complete possible: pretty much 50 % not able to concentrate on continual improvement
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London, 26 May possibly 2022 – A new report from Netcel, Optimizely and Siteimprove has discovered that senior organization leaders are no extended contemplating in terms of electronic transformation. Instead, additional than two-thirds (68%) are going to continuous evolution and iteration to embrace modify, suggesting that digital evolution is possible to exchange digital transformation as a far more successful strategy for companies to adapt to and embrace today’s consistently evolving commercial landscape.

Study carried out by independent company, London Investigation, questioned additional than 300 C-suite executives about their attitudes to digital transformation and how it relates to their enterprise.

From Digital Transformation to Digital Evolution: Survival of the Quickest

From Digital Transformation to Electronic Evolution: Survival of the Quickest

The results, published today in ‘From Electronic Transformation to Digital Evolution: Survival of the Quickest’, display that business enterprise has entered a time period when thinking in conditions of electronic transformation isn’t sufficient. In its place, organisations require to reach a state of continuous evolution and frequent recognition of – and response to – modifications in know-how, consumer behaviour, and the competitive natural environment.

Vital Study Findings
The report identified that, in a fast shifting planet, a lot of organisations do not have a shared see on what their digital knowledge must be attaining for business enterprise and shoppers and are battling to hold up with the pace of alter: techniques are in shorter offer, insights are not obvious, decision-generating is arbitrary, and experimentation is not prevalent, understood or inspired in a systematic way. Extra survey conclusions include:

All the things is electronic: A sizeable selection of respondents have deserted the strategy of ‘digital’ as anything separate from the rest of the enterprise, with two-thirds (64%) declaring every thing they do is digital.

Electronic transformation is a condition of readiness: Digital-first companies are fewer possible to see electronic transformation as a basic organisational modify (42%) as opposed with offline companies (50%). Combined with their enthusiasm for World wide web 3., a lot more than 50 % of these electronic-initially firms see electronic transformation fewer as a journey with a defined conclude level, and far more as a condition of readiness for whatsoever know-how may possibly toss at them next.

More prospects for promoting and martech to increase the digital encounter: The study found that marketing’s possible to rework the electronic knowledge is not remaining used to its whole possible with almost fifty percent of respondents declaring they are unable to target on continuous improvement. Sixty-six per cent of respondents say their advertising and marketing technologies permits them to tailor and personalise digital encounters to men and women or segments, still 44% truly feel that their internet marketing technological know-how would benefit from greater improvement and 34% really don’t have a marketing and advertising technological innovation stack that is seamlessly built-in in a way that breaks down organisational silos.

“The passing of time has disclosed that, although electronic transformation can be profitable to create small-time period wins, electronic transformation by itself is only the initial move to obtaining genuine electronic excellence. In its place, to attain accurate and sustained digital excellence, digital transformation needs to be followed by the hugely intricate and ongoing system of electronic evolution. This report makes fascinating insights into how organisations are evolving and reshaping them selves to develop digital activities that are significant accomplishing more than the very long time period,” mentioned Tim Parfitt, CEO of electronic product or service consultancy, Netcel.

“Over the earlier two a long time, electronic has proved by itself to be the theatre for the most interesting, innovative and disruptive industrial and social initiatives to effect how we shop, connect, create relationships, develop into more successful and develop our corporations,” commented Dom Graveson, Practical experience & Technique Director at Netcel. “This report has been built to take the temperature of in which we stand in 2022, after several years of discussing the concept of electronic transformation as a strategic target to allow these benefits. It asks how far we have occur, whether we really feel geared up for an unsure, dynamic and interesting upcoming and, most importantly, exactly where do we go up coming to uncover, develop and optimise differentiating digital products ordeals that advantage our consumers and audiences, our organisations, and our wider natural environment.”

The investigation also confirmed that respondents felt that technological know-how is not broadly thought to be organized for the troubles ahead: programs wrestle with shared data, analytics and a solitary shopper see. Integration is an challenge, and evolution and rollout of business architecture could be a challenge. On top rated of that, martech is often owned by the IT department, which could absence cooperation with advertising and marketing, front-line companies, and information and insights groups.

“While the digital landscape is regularly evolving owing to switching consumer behaviours, corporations ought to adopt new internet marketing techniques to hold up with the digital evolution. The ones who will prosper are those people that recognise the great importance of developing a digitally fluent society,” mentioned Shane Paladin, CEO of Siteimprove. “Our core mission at Siteimprove is to support marketers satisfy their aims at each stage of their digital maturity, continually evolve and progress. By creating richer, further, a lot more entire digital activities, we’re section of the motion towards an web which is created for all people.”

“The report confirms that electronic transformation is an antiquated mentality for entrepreneurs. Marketing and advertising is not a spot but a journey. Prosperous promoting organisations must be constructed for the journey of consistent improvement and adaptability normally they will tumble powering,” said Kevin Bobowski, CMO at Siteimprove.

Alex Atzberger, CEO of Optimizely, commented, “Our conclusions draw a apparent conclusion for several who proceed to feel their electronic transformation is full: in actuality, corporations are normally only talking about methods and procedures fairly than the broader organisational and cultural integration that reflects correct and strong electronic maturity. In other words and phrases, several corporations are ‘digitised’ somewhat than certainly ‘digital’.”

The research was carried out by impartial company, London Research, during March and April 2022, who questioned additional than 300 C-suite executives about their attitudes to electronic transformation and how it relates to their small business.

– Finishes –

Notes to Editors

To receive a duplicate of the report, or for far more information and facts or interviews, be sure to get hold of:
Kate Gordon, Vivid Spark PR for Netcel
+ 44 7980 921961 / [email protected] kingdom

Report methodology
This report is based on a survey by London Exploration of more than 300 customer-aspect business enterprise respondents with obligation for electronic development, at organisations with annual revenues of at minimum $50m. The study was in discipline in March and April 2022. Around the exact same period London Study also carried out a collection of interviews with consultants and practitioners.

About Netcel
Netcel is a leading electronic solution consultancy, serving to organisations uncover, produce and improve digital encounters. We create smart digital solutions using the energy of insight, layout considering and marketplace leading Optimizely DXP engineering. Our variety of expert services span: Digital Approach, Practical experience Style, Engineering, Info & Insights and Managed Solutions. Get completely ready to rework your electronic products and solutions and working experience at

About Optimizely
At Optimizely, we’re on a mission to help men and women unlock their electronic likely. We equip teams with the tools and insights they require to experiment in new and novel means. Now, organizations can operate with information-pushed self esteem to make hyper-customized activities. Creating refined solutions has never ever been more simple. Learn how we unleash new limitations at

About Siteimprove
Siteimprove empowers promoting groups to enhance their material for accessibility, person practical experience, and advertising and marketing overall performance, so they can expand their brand’s get to, exceed their internet marketing ambitions, and function towards a long run with intent.

Over 7,000 corporations use Siteimprove to improve their content for just about every outcome—and the experts have taken detect. We’ve been named a Leader in four key company classes in the latest G2 Grids leader for Seo, Electronic Analytics, Electronic Accessibility and Digital Governance. We also perform with major accessibility teams, these as the Worldwide Association of Accessibility Experts (IAAP), the W3C, and the European Commission’s Horizon 2020 Plan. Study much more at

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