Digital transformation

Brian Solis of analyst Altimeter defines digital transformation as :

“The evolving pursuit of innovative and agile business and operational models — fueled by evolving technologies, processes, analytics, and talent — to create new value and experiences for customers, employees, and stakeholders”.

This succinctly explains the types of changes needed and their goals. Compare this to our Smart Insights definition shows a similar focus on people, process and technologies.

“A staged programme of organizational improvements to business models, People, Process and Technologies used for integrated digital marketing in order to maximize the potential business contribution of digital technology, data and media.”

Our definition shows that transformation is not limited to the technology, but also new ways of using integrated digital media supported as part of data-driven marketing.

For more details on creating a transformation plan see the free, essential guide to digital transformation by Dave Chaffey on Smart Insights. This includes a more detailed explanation of using SOSTAC® to structure a digital transformation strategy.

The UK Government digital service shared this useful 7 Lenses Maturity matrix which I recommend for reviewing the capacity of a business to transform and to identify what the barriers are. The elements included combine both vision and implementation.


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my main Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

My latest books

Full details on Amazon:

Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.