Business culture shock in the face of digital transformation

According to a report by GoDaddy, 70% of SMEs in Spain do not have a website, and the challenge of digital transformation affects small businesses in particular. However, after more than 20 years working in communications and brand management agencies for international advertisers, it is clear that even large, established companies still have a long way to go.

The Main Cultural Clashes in the Face of Digitalization

Resistance to change

Some people have openly expressed resistance to adopting technological improvements. If these individuals head key departments, the process will be more complicated; however, they must be included and trained so that they understand the benefits.

Expense vs. Investment

Investment is generally understood to mean the purchase of fixed assets, but training, data management, branding, and management platforms are often mistakenly not considered intangible investments. Anything that improves productivity should be viewed as an investment, not a cost.

"It'll give us more work"

Anything that helps reduce costs and clarify objectives requires an input of information that, in the short term, will prevent duplication, errors, wasted time, and unnecessary expenses. It’s a small effort that yields exponential results.

The reluctance of some members of management

Whether due to complacency, lack of interest, or ignorance, some key personnel ignore departmental needs. There is a need for extensive advocacy and demonstration through success stories.

Conclusion

The best way to address this culture clash in the face of digitalization is through training, raising awareness, highlighting the competitive advantages, and investing in platforms like MyMediaConnect. Choosing the right partner (not just a vendor) is vital to success.