15 May 2012:
Most C-level executives say the three key trends in digital business—namely, big data and analytics, digital marketing and social-media tools, and the use of new delivery platforms such as cloud computing and mobility—are strategic priorities at their companies,1 according to McKinsey’s first annual survey on the topic.2 The survey asked executives in the C-suite about their companies’ adoption of these trends; the extent to which their companies are investing in new digital technologies; the value that they expect to reap from these investments; and the role the IT function plays in driving digital business initiatives forward.
These executives have high expectations for the potential value their companies can generate from the three trends, and one-third even expect digital business to increase operating income by more than 10 percent over the next three years. However, they also report some tough challenges. Nearly half of respondents say their companies’ investments in digital initiatives are too small to deliver on their goals. Many executives also cite overall organizational shortcomings and a lack of IT capabilities as barriers to meeting their companies’ technology priorities.