Why digitalisation sometimes slows down marketing and communications – instead of moving them forward
4 minutes
Digitalisation projects don’t always deliver the results initially expected. In many cases, this is because a project or idea hasn’t been sufficiently aligned across the organisation. An unclear vision and purpose can quickly lead to lower priority among peripheral but important participants and stakeholders. Much of this comes down to communication. When communication falls short, it can become difficult to reach people across the organisation and get them engaged.
It’s also common to hear comments such as, “our organisation isn’t ready” or “we haven’t made enough progress internally yet.”
Digitalisation – and AI – are broad areas that can be difficult to get to grips with, especially when it comes to knowing which steps to take. This is particularly true when teams are already dealing with the demands of day-to-day business. Many marketing teams are expected to deliver results here and now while also driving digital development forward.
But when direction, ownership and priorities are unclear, something else happens too. The structures that are meant to support the work – systems, data and processes – are often developed without a clear overall picture. That’s where many of the real barriers begin to take shape.
How the barriers show up in everyday work
Digital barriers are often clearly visible in day-to-day work. Poor data quality and multiple isolated systems are major challenges. Content and information are fragmented and spread across different systems as well as personal inboxes. This is often the result of legacy structures that have built up over time, where decisions about systems, processes and ownership have not been documented or consistently followed.
The result is that it becomes difficult to get a complete picture of audiences, prospects and customers. Messages risk missing the mark. Poor data quality can lead campaigns to target the wrong or outdated audiences, resulting in wasted time, resources and money.
Implications for strategy and business
This affects decision-making, prioritisation and business results. Poor data in leads to poor data out, which in turn leads to unreliable results. If this continues, future initiatives may be deprioritised or not pursued at all. Making decisions based on inaccurate information can negatively affect the overall outcome.
In short: without control over data and systems, it becomes difficult to know what works, which initiatives create value and how to prioritise the next steps. It can also affect conversion, as campaigns risk missing the right audiences and therefore failing to perform as well as they could.
Strategic steps to overcome the barriers
Addressing these barriers starts with understanding the underlying structures. What systems are in place? What information do they contain? When multiple systems contain the same or similar information, which system is the source of truth? How are the systems connected? And what processes are in place to keep information up to date? Who is responsible?
This is where things often go wrong. Many organisations underestimate the importance of getting these foundations right and instead think, “we’ll sort that out later”, “that’s not my responsibility” or “it’s probably fine, let’s just move forward”.
There is also a tendency to assume that new initiatives will automatically solve old problems.
Small steps that make a big difference
Moving forward doesn’t have to be complicated or expensive. A few simple steps can often make a real difference:
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Map your systems and content
Create a simple overview of the tools you use, what information they contain and who is responsible for the content. This alone can provide a clear picture and highlight where problems arise.
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Define clear areas of responsibility
Who owns which information, who updates what and when? Even small clarifications can reduce the risk of errors and duplicated work.
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Centralise your data
A shared document or simple database can be enough to start gaining control.
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Prioritise fewer initiatives
Choose a few areas where you want to see results first, and do them properly before spreading your efforts across too many projects.
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Communicate regularly
Share updates on what has been done, what results you are seeing and what the next steps are. This helps maintain engagement and creates a shared understanding of why certain things are being prioritised.
Insights for digital leaders
Small steps like these can quickly create momentum, visible impact and tangible results. They are often the difference between initiatives getting stuck and actually creating value.
When organisations address barriers like these, a lot can change. Focusing on getting fewer things to work well together often delivers better results than trying to tackle too many areas at once. Suddenly, it becomes possible to prioritise effectively, communicate consistently and direct resources where they can make a real difference.
Andreas Ronder
Digital strategist and business developer with experience in digital initiatives and product development. He connects business, users, and technology to create solutions with measurable impact.
