What Are the Characteristics of A Digital-Native Organizational Culture?

December 4, 2015

This article is included in these additional categories:

Business of Marketing | Digital | Innovation | Internal Collaboration | Staffing

Econsultancy-Characteristics-Digital-Culture-Dec2015Source: Econsultancy [download page]

    Notes: Customer-centricity (58%) ranks as the most important organizational characteristic in establishing a truly “digital-native” culture, according to an Econsultancy survey of relevant senior staff (primarily based in the UK) working across various industries and sectors. Being data-driven (40%) also emerges as a key characteristic, per the report, with these top 2 characteristics also considered most important in an effective leader for the digital age.

      Related: Marketing Leaders Want More Data-Driven, Explorative Team Cultures

        About the Data: The survey was fielded among 439 respondents, 56% of whom are based in the UK, with North America (15%) the next most highly represented region. Respondents were fairly evenly split across B2B and B2C marketing foci, while technology (15%), media (11%) and retail (9%) were the most heavily represented industries.


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