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Technology enables strategy, but strategy must come first.
On this episode of Digital Transformation Success, host and Little Bird Marketing CEO Priscilla McKinney talks with Alena Rossini, Head of Business Strategy for Tesco Retail Media, about how digital transformation strategy fails when organizations prioritize tools over foundations, treating technology as the answer rather than an enabler of strong brand principles and clear direction.
Rossini explains why digital transformation strategy fails when leadership keeps pivoting direction, chasing technology changes instead of staying true to strategic plans. She finds that many organizations struggle with fragmented channels and rapidly changing technology, which tempts CMOs to shift brand positioning, target audiences, and messaging constantly. This creates the opposite of a strong foundation. She shares how an effective demand generation strategy requires consistency even as the landscape evolves. She explains, "If you build strong foundations, you can build really high, what is very tempting nowadays, especially with the shorter cycle of CMOs in place, is to keep changing what you stand for. And that just creates massive inefficiencies."
She also shares insights on B2B marketing trends, showing a return to brand building and emotional engagement through video content, as well as the adoption of artificial intelligence (AI) in marketing, distinguishing between productivity gains and creative applications. While AI excels at consistency and scale, true differentiation still requires human intuition, emotion, and boldness in marketing strategy.
Music written and performed by Leighton Cordell.
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