Digital Marketing Operations Can Transform Business – Digital transformation is the innovation of the moment. As a result, marketing professionals increasingly want to know more about this strategy that revolutionizes how they communicate with customers.
As per the digital age, the customer has also changed and is more demanding, immediate, and technological.
The least your client expects from you is that you also be digital.
Therefore, digital transformation is a strategy that affects all sectors of companies, although marketing is the most impactful.
Know now the relationship between digital transformation and marketing and the changes in this sector.
Table of Contents
The Concept of Digital Transformation
This strategy is a necessity that comes from the acceleration of the digital age.
At the moment we live in, companies feel the need to adapt and digitize to meet the demands of consumers.
Today, it is necessary to work on the customer experience and put it at the center of the strategy.
However, this transformation is not easy since it affects the entire company, integrates each area with digital technology, and completely changes the operations and how the company delivers value to the customer.
Despite that, we cannot stop acting on these difficulties. For many companies, the ability to implement digital transformation has become a matter of survival.
Digital Transformation and Marketing
The role of marketing was basically to create communications and campaigns to promote products and services. However, following the invention of the internet and changes in consumer behavior, that reality has changed.
Today, many organizations rely on digital marketing to win over potential customers.
However, transforming traditional marketing into digital requires many changes.
There are many challenges marketing managers still face in adopting such a strategy.
Part of the reality for these professionals is maintaining a company’s core operations while their clients are embracing the digital age.
In addition, digital transformation also expands beyond marketing, requiring companies to think in context to work on customer acquisition and retention.
Main Tasks of Digital Transformation in Marketing
The difficulty of the challenges for marketing managers makes it most challenging to execute the necessary changes.
To make them informal, the creativity should come from its CMO or CEO.
If marketers don’t adapt their businesses based on reality, they will never achieve an efficient and measurable marketing strategy.
In the report Effective leadership in the digital age, nearly three-quarters of those interviewed agree that companies’ strategic priorities and management are the responsibility of the leaders they manage.
If you want to transform digitally, you have to know the challenges and solve problems along your professional path.
Have a Team Willing to Face Changes
If you don’t know where to start, tell your team: “I don’t know how to start, but I know we’ll get there.”
Working with a motivated team willing to face changes was very important.
Train your team and hire people who are always willing to study and make a difference!
Face New Responsibilities
Tasks that used to live outside of the marketing team are now part of your responsibility.
You have to think about the digital customer experience, sales, post-sale service, and loyalty.
The great challenge is to manage it so that the entire company has a new and well-organized consumer journey.
Dealing with The Creation of Data
Integrating all online information into a central data source is one of the significant challenges of digital transformation.
Being on all channels is essential, but this results in data silos.
Data silos are loose data that impede consistency whenever a data system is incompatible or not integrated with other systems.
To prevent this, all these points must be unified and connected to work on the customer experience in an optimized way.
Change to Company Culture
Digital transformation is about adapting the business culture and how it operates to work with new technologies.
The people-centered approach is the best option for digital transformation projects because they are responsible for putting it into practice.
For example, suppose your employees like to learn and teach. In that case, that is part of the company culture. Therefore, having the collaboration of these professionals to share their knowledge will not be a problem in your digital transformation process.
Centralize the strategy in the client
In the digital transformation of Marketing, your marketing team has to focus on the customer, generating value for them from your products or services.
Approaches such as Content Marketing and Inbound Marketing make customer-centric thinking present daily in your strategies.
To achieve growth in the sales budget, profitability, or success of your product in the digital space, all your employees must understand the new function of marketing.
In other words, you have to explain to them that customer behavior has changed, and therefore, you have to adopt a digital, social strategy that offers good content.
Always be Online
In a world where customers are continuously connected, have several devices, and search and consume information when it suits them, brands have to answer them in real time.
Consumers have to manage to find your brand and search for your product or service as long as they need it. In other words, your interest and doubts have to be answered at any time, whether on the weekend or outside business hours.
What are the leanings of Digital Transformation in Marketing?
There are many different ways to finance the digital transformation of your marketing team.
1) Big Data
According to IBM, the amount of information generated in the past two years is more significant than the information generated in the entire history of humankind.
This data measurement is essential to analyze consumer behaviors in digital channels and discover how to monetize that data.
In addition, the analysis of this data helps you in decision-making, as it generates a quick identification of user preferences and helps solve problems that may arise.
Content Marketing is an excellent example of how to invest in this strategy efficiently and cheaply. That is an approach focused on data and the production of relevant content to attract customers.
2) Marketing Automation
Marketing automation is a way to make your team’s work easier.
This optimizes the daily data analysis processes and personalization of customer service and services.
It also helps the user experience, gathering customer data and providing a more individualized contact between the brand and him, according to each stage of the purchase journey in which he is.
There is a diversity of automation tools that you can use in the digital transformation of your business. However, to find the ideal, you must have a clear objective of what you want to achieve.
3) Business Intelligence
Business intelligence helps you analyze what works and what doesn’t and contributes to decision-making in your business.
By aligning BI with big data, it is much easier to measure the results and collect data on the performance of your business.
BI software can use to accompany your customers in real time in the sales funnel.
In addition, this software allows you to identify behavior patterns and who are your most profitable customers.
This factor also helps reduce the waste of time of your sales team; they do not spend a lot of time with people who do not have the profile of your ideal client or do not need your product or service.
4) Artificial intelligence
Artificial intelligence can bring you a wide variety of benefits. But, as we see it in futuristic movies, the digital world is closer than we imagine.
Many companies are already working and multiplying their actions with artificial intelligence.
Virtual assistants, like Google Assistant, Cortana, Alexa, and Siri, came to change the way we deal with the internet and bring us new marketing opportunities.
They do not require human analysis, and they can reach conclusions based on collected information and offer brands another entry point for the daily life of consumers.
Conclusion
The marketer of the future depends on many changes.
Consumers adjust to traditional marketing methods as they consume information and make purchase decisions online.
The marketing sector advances in search of novelties, technologies, and trends.
The main issue is that we have an infinity of data, but we lack the insights and the search for good market opportunities.
In the digital transformation of marketing, leaving your comfort zone and taking risks will be necessary.
Each day of digital transformation will be different and dynamic. For that, companies must constantly and quickly adapt to customer needs.
Therefore, discover the best approach that can be applied to your company to keep it competitive in the market.
Learn more about the digital transformation strategy and its impacts on society here!