We have heard the term “digital transformation” so much in marketing that it has become ambiguous. In very simple terms, it means integrating digital technologies into business processes. But digital transformation looks different in every company and for every business function.
Digital technology has disrupted online marketing more than any other business activity. In a few decades, we went from print, radio, and television ads to online content, email, SEO, and so on. These technologies have been game changers in the industry; they created countless opportunities to better understand customers and craft a message that resonates with them.
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In this article, we dive into how digital transformation is changing marketing, and how it can change your business.
How to meet the new challenges of digital transformation
Digital transformation is a continuous process that helps improve the way you operate and deliver value to customers. It impacts the whole business and every collaborator must embrace this change. Therefore it’s important to have a top-down focus that aligns the organization’s efforts and strategy toward this goal. Digital transformation must be in the DNA of your company and supported by C-suite.
The are 4 main areas of digital transformation in a business:
- Employee empowerment: It’s essential that your teams have the skills and motivation to drive digital transformation in your business. Your company culture must advocate for a mindset and behaviors towards reimagining the business for the digital age.
- Customer engagement: Customers’ expectations are evolving and companies must work towards meeting these high standards. If you don’t make the best use of technology to deliver an exceptional customer experience, you might lose your clients to another business that will do just that.
- Operation optimization: Modernizing the IT infrastructure is crucial to meeting digital transformation needs and improving operational efficiency.
Products and services: Your business offers must be fueled by innovation and data analysis in order to stay relevant in competitive markets.
Mowgli drives your growth and transformation with the latest marketing technology
What does digital transformation mean for the online marketing world? Simply put, it’s a set of strategies, tactics, and tools that help marketers engage and nurture customers more efficiently until they are ready to purchase. Here’s how:
Automate redundant tasks
Automating repetitive and time-consuming activities is the very first step to digital transformation. Streamlining your marketing processes will free up time to focus on strategic activities. Marketing automation tools automate tasks along the customer buying journey.
Our tip: make sure you remain customer-centric and don’t send huge batches of automated and impersonal messages to your audience. Segmentation, personalization, and accurate content are key to automating marketing tasks successfully.
- Email tasks (newsletter, email campaigns, cart recovery emails)
- Social media tasks (posting and automatic replies)
- Marketing/sales tasks (renewals, upselling, live chat, lead scoring)
- Management tasks (marketing reports, team progress updates, project management)
Break the silos between digital tools
Marketers use many different technologies to develop, manage, and measure digital marketing campaigns. Often, these tools have been acquired separately from each other and therefore do not communicate. This leads to having data scattered across spreadsheets, CRMs, and automation tools with little to no way of getting the bigger picture of the customer journey.
When starting your digital transformation, you must ensure that all systems are integrated with each other and consistently exchange information to show one version of the truth. Marktech, or marketing technologies, assists marketers in collecting information, analyzing and making sense of data, and automating marketing operations. Learn how to choose the technologies you need and build your MarTech stack.
Break down silos between people
Marketing is at the core of a business’s strategy. Aligned messaging to all external stakeholders (clients and recruits) is essential to implementing an omni-channel strategy. Therefore, when the team decides on a marketing direction to take, all employees must align to deliver the same information. Reciprocally, information collected by the sales teams, customer service, and even HR recruiters is precious for marketers to make informed decisions.
Digital transformation can help unite teams to foster innovation and boost productivity. Implementing collaborative technologies facilitates cross-team collaboration. Think about communication tools, shared resources, and even common KPIs to break down silos between people. Your teams should know how they are essential to each other and be able to exchange critical information easily and in due time.
Focus on data
With digital technologies, collection and analysis of large amounts of data become easy. It unlocks access to precious insights on your customers. This way you can make your marketing decisions based on data and analytics and not just assumptions, which is the key to marketing success!
Digital transformation is a constant process, not an outcome. You must always implement feedback and improvement loops to optimize your current strategy. With the right tools, you can get a better understanding of customer preferences and get incrementally improved results. Learn more about data collection and data-based optimisation.
Your digital transformation made easy
All marketing efforts are working towards one goal: optimizing the customer experience and making it easy to buy your product. Starting your digital transformation and implementing the right tools for your business is key to guiding the customer through your marketing funnel.
But digital transformation is not only about technology, it’s about the way you do business. Your whole business model must embrace digital transformation to stay competitive.
Mowgli is born in the digital era, we have grown our teams and business with modern technologies that allow us to remain performant and up to date. And we want to help you do just the same! Drop us a message and see how we can help you boost your marketing productivity and results.