• Marianne Calilhanna

Beyond the Buzz – What Does Digital Transformation Mean to You?


As a seasoned marketing professional who utilizes best practices in an attempt to demonstrate thought leadership, I often find myself pivoting to think outside of the box.


Is your head buzzing from that statement? Mine is.


Buzzwords---there is no shortage of them in business. While we often roll our eyes and write off the jargon, buzzwords can carry meaning and real business value. The trick is parsing out what is behind the buzz to identify the meaning. AI is of course a favored buzzword often used as a cure-all for business challenges. AI will not solve your business problems but identifying and creating training sets that train an algorithm to learn and produce results is a handy tool that addresses real challenges.


The term digital transformation remains an overused fuzzy word in business. Broadly speaking digital transformation is the process of using digital technologies to create or optimize business processes to improve company and customer experience and meet changing customer demand and market requirements. The events of 2020 certainly heightened the use of this term.


Together with our partners, CIDM and RWS, DCL wants to go beyond the buzzwords and the marketing hype to understand what steps people are taking toward digital transformation and where content structure and information architecture fit into the plan. We launched a “Digital Transformation Survey” to understand how various industries address the adoption of processes, technology, tools, and information architecture.


The survey comprises 20 questions and takes about 10 minutes to complete. The results of this survey will be analyzed and presented in a webinar later this year. You are welcome to answer anonymously or share your name and organization and be entered to win a $100 gift card.



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