C-suite Execs Clash When it Comes to Digital Spending

Lonely Brand

The C-suite is facing an uphill digital battle. A new study from McKinsey dubbed “Minding your digital business,” looks at how C-suite executives view three big trends in digital business:

•           Big data and analytics

•           Digital marketing and social media tools

•           The use of new delivery platforms such as cloud computing and mobility

The study included responses from 1,469 CEOs, CFOs and CIOs. Executives hold digital business strategies in high regard; in fact, more than half of those surveyed say two of these trends – big data/analytics and digital marketing/social tools – are at least a top ten corporate priority. And they’re not turning to these devices as defensive tactic; instead, executives say their companies embrace these trends as “offensive strategic weapons.” According to the authors of the study, “about half of respondents indicate their organizations’ primary objective in addressing big data, digital marketing, or flexible platforms is using the technology to build a competitive advantage in their existing business.”

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