How digital transformation strategy impacts business?

Article 1
Davies, A., Donald, B., Gray, M., & Knox-Hayes, J. (2019). Sharing economies: moving beyond binaries in a digital age. Retrieved 28 August 2019, from
http://sharecity.ie/wp-content/uploads/2017/09/sharing-economies_CJRES_paper_AD_BD_MG_JKH.pdf
Advertising using digital transformation strategy is considered as an important social and economic factor in any country that contributes to economic growth and value creation. As opined by Davies, Donald, Gray & Knox-Hayes, (2019), UK advertising Association has focused on some major challenges regarding price of digital media, disloyalty of consumers, advance of price driven brands, decreased confidence in brand and public irritation with advertise. The digital revolution advertisements have changed dramatically in recent times because of technological advancements. Depending upon the type of advertising, technology implementation has changed. About the new technologies regarding database internet and others never create radical fault while the new technology has been to develop the existing technology.

Article 2
Schwartz, J., Burgess, B., & Rousselet, V. (2017). Transforming B2B marketing: Six steps forward and three paths to take. Market Leader, (Q4), 46–49. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=125372407&site=ehost-live
In the view of Schwartz, Burgess & Rousselet (2017), transforming B2B marketing has been developed in recent times to transform the business for adapting in the digital age. B2B marketing has some steps and approaches, which are taken by the marketers for suggesting the profound transformations and arguments about the technologies. Advanced technologies have role of marketing leadership and content technology infrastructure, sales relationship, data analytics and insights, organisation and culture and others have been focused to transform the digital market and marketing transfer formation in the view of strengthening and collaborative the market initiatives and technological development.

Article 3
Alvarez, S., Mazza, J., & Walgenbach, P. (2019). Changing the C-suite: New chief officer roles as strategic responses to institutional complexity. Retrieved 28 August 2019, from
https://research.cbs.dk/en/persons/silviya-svejenova-velikova/publications/
In the words of Alvarez et al (2019) it can be said that digital officer as agent can be considered as main themes to develop the digital market and success, which is brought to different dynamics of transformation of the organisation. Similarly, other change programs for crystallising the digital are effective while the next priorities of operational delivery can be focused to be remained as operational development and business effectiveness. It is forced to focus on the marketing and functional accountability for the organisations.

Article 4
Rowles, D., & Brown, T. (2017). Building Digital Culture : A Practical Guide to Successful Digital Transformation. London: Kogan Page. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1444688&site=ehost-live
The book by Rowles & Brown (2017) aims to transfer and record the environmental operations in the change and need of digital culture within any organisation. It is important to explore technologies behind the changes and understanding of digitisation and fast into environment for exploring the technologies for the organisations. Plotting the digital journey can make effective digital transformation strategy, which can be taken place within the organisation for analysing digital change priorities and defined strategies to position the organisational success. It would be easier for different strategies to be implemented in particular digital culture frameworks.

Article 5
Eikebrokk, T. R., Lind, E., & Olsen, D. H. (2018). Digital Transformation in Small and Micro-Sized Firms; a Case Study of a Performing Arts Cluster. Norsk Konferanse for Organisasjoners Bruk Av Informasjonsteknologi, 26, 1–8. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&db=aci&AN=133230700&site=ehost-live
In the journal by Eikebrokk, Lind & Olsen (2018), digital transformation in micro size and small firms has immense importance for developing the business practice. Growing emphasis on digital transformation strategy has documented to focus on challenging, endeavour enterprises to develop the key issue and strategic engagement for collaborative approaches. It is important to perceive challenges and benefits for collaboration towards analysing in this setting.

Article 6
FRANCE, L. N. (2019). Put Customer Insights at the Center of Business Transformation: Digital transformation initiatives are still giving customers short shrift. CRM Magazine, 23(4), 4. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&db=aci&AN=136409308&site=ehost-live
According to FRANCE (2019), digital transformation in recent times has importance to develop the business as well as the customer insights towards the new shift. From this journal, it is clear that digital age and transformation is the mantra for developing the operating and business models for better customer needs and services in order to gain deep customer insights. In the context of marketing and with the design customer experiences, it create a personalized journey for customers and insight driven experience design for building cohesive and unified customers insight and view.

Article 7
Samuels, M. (2018). Using Technology for Charitable Transformation. Computer Weekly, 11–15. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&db=aci&AN=133461050&site=ehost-live
As stated by Samuels (2018), technology is also used for charitable transformation while developing the priorities of digital leaders and enhancing the customer experiences. About the technology, it is important to cure and lead the organisational transformation as breaking the digital products and other transformations are taken for recognising the role. There are lots of pressure that is put for services and environmental difficulties, which is needed to incorporate with the help of technology regarding data access and cloud based data warehousing.

Article 8
Willott, B. (2016). Choosing the right path. Marketing Week, 29(43), 42–43. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=23179428&site=ehost-live
In the view of Willott (2016), SkyB is considered as the right path for advertising and digital development to enhance the organisational success. Sky is arrived in 1989 and it is considered in television and satellite broadcasting development for future success. Choosing the right path and traditional development with digital transformation strategy are important to the effective pricing and customer satisfaction in this term.

Article: 9
Taft, D. K. (2016). Adobe Updates Document Cloud to Spur Digital Transformation. EWeek, 1. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&db=aci&AN=115128270&site=ehost-live Adobe sign has been designed in order to bring e signatures to any organization or farm easily and fully. The unification between Adobe marketing cloud and Adobe sign remove paper based processes. It aims to make the concept of digital transformation strategy easy. The unification enables every organization to give singing and form filling process to users which improves the experience of the consumer with Adobe target. It also helps many organizations during the application of the digital process. In the view point of Taft and D. K. (2016), according to the IDC study it has been found that more than 77 % of the organization has reported that they are facing the problems regarding their existing system which can easily the experience of the consumer and more than 72% of the organization said that by improving the process of the document they are able to increase the satisfaction of their consumers.

Article 10
McCafferty, D. (2016). Don’t Fall on the Wrong Side of the Digital Divide. CIO Insight, 1. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&db=aci&AN=114461424&site=ehost-live
Most of the organizations focusing on installing analytics in order to improve the process and to provide the best consumer experience to their uses according to the survey from cap Gemini Consulting digital transformation Institute it has found that only by making the proper data of the process the organization can easily make decisions which will bring their services and products to market more effectively and efficiently. As opined by McCafferty and D. (2016), through the survey it has been found that 70% of the company said that their organization aims to focus more on operation Analytics then on front end Analytics and 59% of the organization recognized that the irrelevant combination of analytics in different areas as an important challenge of business.

Article 11
Your customers are your secret marketing weapon. (2019). Retrieved 28 August 2019,
fromhttp://www.hoofprint.co.uk/news/30-july-2015-your-customers-are-your-secret-marketing-weapon/
Kathy button Bell chief marketing officer at Emerson electric company and Vice President States that the rate of change is moving faster with increase in demand for CMOs in order to help the organization to keep speed with the faster development process. Button Bell said that the companies who are copying the digital customer experience should be catchable and can easily found by the users through different advertisements. In the blog report with the name Your customers are your secret marketing weapon. (2019), it has been mentioned that, now Emerson is adapting the process of maintaining its website and it also adapting different digital process like digital content which includes online videos, online advertisement and different advertisements.

Article 12
HADIDA, A. L., HEIDE, J. B., & BELL, S. J. (2019). Effectively Use Temporary Marketing Organizations. Marketing News, 53(5), 12–14. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=135857693&site=ehost-live
This article focuses on the temporary marketing organization and their digital transformation strategy. The temporary organizations have taken forward steps in order to work on a wide array of initiatives which includes advertising, product innovation, selling of products and event management. This organization has the ability to increase the organizational functions in a very short time period. This organization helps the organization by rectifying the gap and also describes them how to resolve the problem. In the words of HADIDA (2019),temporary organization is made up of different members which aims to make new innovations and products. It also faces different problems because of separate period which creates a very less incentives for the team members. The manager of the organization can use the Playbook in order to identify the best process for the selection of the team members throughout the task. This will also help managers to assure that the temporary organization can achieve the target.

Article 13
CIO-CMO Exchange 2018: Shifting from digital to customer-led transformation. (2018). CIO (13284045), 7. Retrieved from
http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=127786213&site=ehost-live
Most of the organization today can be found on the transformation journey which is encouraged by Digital distort and guided by technological innovation. In the words of CIO-CMO Exchange 2018, but going by just making a digital strategy want help any organization it has been found that it is very important to identify how the consumers are shifting themselves from digital to customer transformation is one of the topic which will be discussed at the CM exchange on 27th February at the Hilton in Auckland the event includes: how digital distort and transformation help the organization to provide best customer experience?

What are the roles playing in order to coordinate with the consumers?

What does customer first means to digital and marketing collaboration and what are the skills are required to work on it?

Article 14
Enterprise, H., & Sammonds, C. (2019). How BBC World Service Approaches Digital Strategy | Articles | Chief Digital Officer. Retrieved 28 August 2019, from
https://channels.theinnovationenterprise.com/articles/how-bbc-world-service-approaches-digital-strategy
Philip almond the BBC marketing chief said that digital transformation will be the biggest marketing challenge daddy operations faces he also said that the presence of BBC have lead the way but it should develop the new strategy and products in order to fulfill the consumer satisfaction into a new digital future he also decided to make final combination of music and audio future division and vision so the firm will able to create digital content. Such a step wood mirror the redesigning of BBC marketing team under director of marketing Helen Normoyle which guide the BBC campaign including British Drama and bring Me Sunshine. In the words of Enterprise & Sammonds(2019) mentioned in this marketing assignment, the BBC for its master band campaign named as marketing we can gauge award brand of the Year

Article 15
Cyca, M. (2019). What Digital Transformation Means for Your Company. Retrieved 28 August 2019, from
https://slackhq.com/digital-transformation-means
The digital transformation strategy of any organization is a most valuable effort in order to increase their online presence and to provide the best customer experience. An organization is adopting digital transformation only if it is focusing on two things:

• It focuses on providing the best consumer experience and
• if it has a digital culture

The working environment in an organization during the transformation is also very important. Most of the organization who are adopting digital transformation are creating new office environment in a very different form in order to support the digital culture. As opined by Cyca, (2019), Burberry a luxury fashion brand is one of the best examples of digital transformation which focuses on customer experience and also adopted different strategies and Technologies of digital. It has been found that the digital transformation strategy includes the total transformation of the business and its culture.