{"id":8860,"date":"2018-07-25T09:00:52","date_gmt":"2018-07-25T07:00:52","guid":{"rendered":"http:\/\/visionarymarketing.com\/en\/blog\/?p=8860"},"modified":"2024-05-05T19:52:44","modified_gmt":"2024-05-05T17:52:44","slug":"digital-transformation-influence","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/","title":{"rendered":"Digital Transformation and Influencer Marketing"},"content":{"rendered":"

Digital Transformation<\/strong> is buzzword de rigueur. It’s also a very important part of today’s strategy for business as explained by Didier Bonnet who revisited his book Leading Digital with us in a recent interview<\/a>. Today it’s my turn to share an interview I gave for\u00a0Traackr, the leading influence management platform and which was published on their blog. The piece was published by Traackr’s Morgane N\u00e9ret<\/a>.<\/p>\n

Digital Transformation and Influencer Marketing<\/h2>\n

\"\"<\/p>\n

Yann and Herv\u00e9 Kabla’s book\u00a0Mastering Digital Marketing Like A Boss,\u00a0brings forth a perspective of digital transformation that delineates its present and future impacts on digital communications across all domains and professions. The book guides an organisation to effectively implement digital techniques into its strategy.<\/em><\/p>\n

Q1 – How would you define digital transformation? And what is at stake?<\/strong><\/h2>\n

First, it is important to distinguish between the concept of a transformation and that of a change: a transformation is a shift towards an unknown state, and as with anything unknown, some may find it unsettling.
\nIf digital doesn\u2019t support the business, then it is pointless. The real challenge lies in learning how to identify and use the right digital tools to transform your business rather than the other way around – transforming your business to make digital work. It\u2019s a question of efficiency rather than modernity.
\nAmazon\u2019s website for example is not the most glamorous, but I know I\u2019ll find exactly what I need and that the user reviews will help me choose the right product. I know my order will be properly processed and delivered in a flash, and that my data is kept confidential. It\u2019s a fully integrated system that has rendered digital components seamless. Their customer experience is unparalleled, and that goes well beyond the technology used.
\nIn short, transformation isn\u2019t synonymous with change. To transform, you need to add a myriad of change management initiative. Digital transformation in itself doesn\u2019t exist. What exists is a transformation\u00a0using<\/em>\u00a0digital techniques. It\u2019s a subtle distinction, but an important one.<\/p>\n

Q2 – The title of your book is\u00a0\u2018Mastering\u00a0<\/strong>Digital Marketing Like A Boss<\/strong><\/em>\u2019, why is convincing and involving management so critical?<\/strong><\/h2>\n

\"DigitalHaving your boss\u2019s support is always important, but I believe above all in intrapreneurship towards the common good: having people internally who prefer asking for forgiveness rather than permission, and take action for the betterment of the company. What\u2019s important is initiating change. Once you\u2019ve demonstrated what\u2019s possible, you then need support to step things up a gear.
\nDoing something for a small group is good, doing something for the benefit of the entire company is even better. You then need to find support and encouragement and therefore\u00a0involving and convincing your boss<\/em>.\u00a0And not necessarily by asking a bunch of questions such as: \u201cBoss! Am I allowed to…?\u201d but more by making statements. \u201cLook what we\u2019ve achieved, look at these results. We need to be allocating resources into these areas!\u201d<\/p>\n

Read the full article on Traackr’s blog<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Digital Transformation is buzzword de rigueur. It’s also a very important part of today’s strategy for business as explained by Didier Bonnet who revisited his book Leading Digital with us in a recent interview. Today it’s my turn to share an interview I gave for\u00a0Traackr, the leading influence management platform and which was published on …<\/p>\n","protected":false},"author":2,"featured_media":74643,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4069],"tags":[],"class_list":["post-8860","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"yoast_head":"\nDigital Transformation and Influencer Marketing<\/title>\n<meta name=\"description\" content=\"Digital Transformation is buzzword de rigueur. Today it's my turn to share an interview I gave for\u00a0Traackr, the leading influence management platform\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital Transformation and Influencer Marketing\" \/>\n<meta property=\"og:description\" content=\"Digital Transformation is buzzword de rigueur. Today it's my turn to share an interview I gave for\u00a0Traackr, the leading influence management platform\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:author\" content=\"http:\/\/facebook.com\/ygourven\" \/>\n<meta property=\"article:published_time\" content=\"2018-07-25T07:00:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-05T17:52:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/11\/notebook_3406464.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"1067\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Yann Gourvennec\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yann Gourvennec\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2018\\\/07\\\/25\\\/digital-transformation-influence\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2018\\\/07\\\/25\\\/digital-transformation-influence\\\/\"},\"author\":{\"name\":\"Yann Gourvennec\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"headline\":\"Digital Transformation and Influencer Marketing\",\"datePublished\":\"2018-07-25T07:00:52+00:00\",\"dateModified\":\"2024-05-05T17:52:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2018\\\/07\\\/25\\\/digital-transformation-influence\\\/\"},\"wordCount\":517,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2018\\\/07\\\/25\\\/digital-transformation-influence\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/notebook_3406464.jpg\",\"articleSection\":[\"digital marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2018\\\/07\\\/25\\\/digital-transformation-influence\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2018\\\/07\\\/25\\\/digital-transformation-influence\\\/\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2018\\\/07\\\/25\\\/digital-transformation-influence\\\/\",\"name\":\"Digital Transformation and Influencer Marketing\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2018\\\/07\\\/25\\\/digital-transformation-influence\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2018\\\/07\\\/25\\\/digital-transformation-influence\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/notebook_3406464.jpg\",\"datePublished\":\"2018-07-25T07:00:52+00:00\",\"dateModified\":\"2024-05-05T17:52:44+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"description\":\"Digital Transformation is buzzword de rigueur. Today it's my turn to share an interview I gave for\u00a0Traackr, the leading influence management platform\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2018\\\/07\\\/25\\\/digital-transformation-influence\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2018\\\/07\\\/25\\\/digital-transformation-influence\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2018\\\/07\\\/25\\\/digital-transformation-influence\\\/#primaryimage\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/notebook_3406464.jpg\",\"contentUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/notebook_3406464.jpg\",\"width\":1600,\"height\":1067},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2018\\\/07\\\/25\\\/digital-transformation-influence\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Digital Transformation and Influencer Marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/\",\"name\":\"Marketing and Innovation\",\"description\":\"Independent News Website, Since 1996\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\",\"name\":\"Yann Gourvennec\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"caption\":\"Yann Gourvennec\"},\"description\":\"Yann Gourvennec created visionarymarketing.com in 1996. He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.\",\"sameAs\":[\"https:\\\/\\\/visionarymarketing.com\",\"http:\\\/\\\/facebook.com\\\/ygourven\",\"http:\\\/\\\/linkedin.com\\\/in\\\/ygourven\",\"https:\\\/\\\/x.com\\\/ygourven\",\"https:\\\/\\\/www.youtube.com\\\/c\\\/visionarymarketingagency\"],\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/author\\\/yann-gourvennec\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Digital Transformation and Influencer Marketing","description":"Digital Transformation is buzzword de rigueur. Today it's my turn to share an interview I gave for\u00a0Traackr, the leading influence management platform","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/","og_locale":"en_US","og_type":"article","og_title":"Digital Transformation and Influencer Marketing","og_description":"Digital Transformation is buzzword de rigueur. Today it's my turn to share an interview I gave for\u00a0Traackr, the leading influence management platform","og_url":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/","og_site_name":"Marketing and Innovation","article_publisher":"https:\/\/www.facebook.com\/vismktg","article_author":"http:\/\/facebook.com\/ygourven","article_published_time":"2018-07-25T07:00:52+00:00","article_modified_time":"2024-05-05T17:52:44+00:00","og_image":[{"width":1600,"height":1067,"url":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/11\/notebook_3406464.jpg","type":"image\/jpeg"}],"author":"Yann Gourvennec","twitter_card":"summary_large_image","twitter_creator":"@ygourven","twitter_site":"@ygourven","twitter_misc":{"Written by":"Yann Gourvennec","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/#article","isPartOf":{"@id":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/"},"author":{"name":"Yann Gourvennec","@id":"https:\/\/visionarymarketing.com\/en\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e"},"headline":"Digital Transformation and Influencer Marketing","datePublished":"2018-07-25T07:00:52+00:00","dateModified":"2024-05-05T17:52:44+00:00","mainEntityOfPage":{"@id":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/"},"wordCount":517,"commentCount":0,"image":{"@id":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/#primaryimage"},"thumbnailUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/11\/notebook_3406464.jpg","articleSection":["digital marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/","url":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/","name":"Digital Transformation and Influencer Marketing","isPartOf":{"@id":"https:\/\/visionarymarketing.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/#primaryimage"},"image":{"@id":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/#primaryimage"},"thumbnailUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/11\/notebook_3406464.jpg","datePublished":"2018-07-25T07:00:52+00:00","dateModified":"2024-05-05T17:52:44+00:00","author":{"@id":"https:\/\/visionarymarketing.com\/en\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e"},"description":"Digital Transformation is buzzword de rigueur. Today it's my turn to share an interview I gave for\u00a0Traackr, the leading influence management platform","breadcrumb":{"@id":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/#primaryimage","url":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/11\/notebook_3406464.jpg","contentUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/11\/notebook_3406464.jpg","width":1600,"height":1067},{"@type":"BreadcrumbList","@id":"https:\/\/visionarymarketing.com\/en\/2018\/07\/25\/digital-transformation-influence\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/visionarymarketing.com\/en\/"},{"@type":"ListItem","position":2,"name":"Digital Transformation and Influencer Marketing"}]},{"@type":"WebSite","@id":"https:\/\/visionarymarketing.com\/en\/#website","url":"https:\/\/visionarymarketing.com\/en\/","name":"Marketing and Innovation","description":"Independent News Website, Since 1996","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/visionarymarketing.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/visionarymarketing.com\/en\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e","name":"Yann Gourvennec","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","url":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","caption":"Yann Gourvennec"},"description":"Yann Gourvennec created visionarymarketing.com in 1996. He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/en\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/posts\/8860","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/comments?post=8860"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/posts\/8860\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/media\/74643"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/media?parent=8860"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/categories?post=8860"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/en\/wp-json\/wp\/v2\/tags?post=8860"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}