In this video, Christopher Vollmer, Managing Director for consulting firm Strategy&’s Digital Services, explains what he sees as the top three missteps that are holding companies back from winning in digital.
Vollmer says many companies lack a “clear well-defined strategy,” which can stunt growth and innovation.
Also, companies should put the user in the centre of what they do. They need to surround the “user with the right kind of insight to understand how to solve a problem better through digital,” he notes.
Lastly, success in digital means moving fast. “Too many legacy companies are taking the old playbook and just bringing it online,” Vollmer says in the video. “That’s a recipe for failure.”
Vollmer is the global managing director of Strategy& Digital Services, based in New York, and the leader of Strategy&’s Global Media and Entertainment Practice. In 2013 he was named a top 10 global digital marketing influencer by Forbes Insights and Appinions. In 2010 he was selected to be a David Rockefeller Fellow. This program, established by the Partnership for New York City, enables a new generation of private sector leaders to deepen their understanding of the public needs of New York City and to take an active role in shaping the city’s future.
He is also the author of Always On: Advertising, Marketing and Media in an Era of Consumer Control (McGraw Hill, 2008).
Photo of Mr. Vollmer courtesy Strategy&