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Digital transformation in Met Office (Key business objective: increase…
Digital transformation in Met Office
Key business objective:
increase reach and revenue
, by
Differentiating from competitors
Optimising digital formats and content
Establishing commercial partnerships
Consolidating position in the market
Digital advertising and sponsorship
Main internal
changes
were:
Organization
Creation of a Digital Academy
Creation of a digital marketing team
Increase awareness of delivering socioeconomic benefits
More focus on content marketing efforts
People
Horizontal collaboration among various departments
Enrollment of employees in workshops and webinars
Embracing digital culture
Foster culture of knowledge sharing
Technology
oriented to customers
Creation and optiimsation of new channels for interaction with public
Improvement of the mobile app features
Tailored infographics, videos and blogs
Adoption of voice technology
Positive impacts on the organization
Research capacity
drives to
Content marketing
Internal culture
Individuals and companies
benefit due to:
Availability of data to improve decision making
Explanations about weather phenomenons
Convenient and personalized provided information
Before
the transformation
Inexistance of a digital team
Low importance given to
customer's oriented
services
Mainly focuses on B2B partnerships
After
the transformation
Aligned with
consumers behaviour
Digital culture spread within the organisation
Proactive in innovation