The term "digital transformation" is frequently heard in today's conference rooms and keynote speeches, although its meaning is somewhat vague. We know it has to do with bettering digital systems, but what does this mean for us marketers?
When corporations replaced file cabinets and manual processes with computers, the first digital shift happened. However, the notion of "digital transformation" has changed over time, just as technology has. As technology advances, more extensive digital transformations are required of businesses to keep up.
Marketing Goes Digital
The change from digital complacency to the active pursuit of digital excellence through the proper use and optimization of your digital platforms is known as digital transformation in marketing. This involves fine-tuning your digital channels to gather deeper data that inform your strategy and improve the customer experience.
Here's an example of how a digital transformation might look for the marketing department.
- Streamlining Your Online Channels
Assessing the value of your current marketing tools and channels is the first step in a digital transformation. Examine your website, social media accounts, automation tools, analytics systems, and customer database in detail. Could you improve your use of these platforms? Is there a better choice for your requirements? A thorough examination of these tools and channels will ensure that you are well-equipped to lead your business to success.
- Breaking Silos
In addition to enhancing your digital channels, you must ensure all of the systems are interacting with one another and working together. You're missing out on broader context when your digital tools are operating in silos. It is inefficient and unsustainable to trace a customer's journey by logging in and out of five distinct accounts. A customer data platform (CDP) can operate as the glue that binds various systems together, giving you a comprehensive view of your complete client base.
- Customer Journey Optimization
Improved channel integrations will provide you with advanced insights that will help you pivot your approach for success. You can readily discover weak places and opportunities for growth if you have a comprehensive perspective of your marketing funnel. You'll also be able to give leads and consumers a more personalized, relevant experience.
Digital Marketing: An Ongoing Effort
With the arrival of new technology, the elements that propel you to digital greatness now may become hindrances tomorrow. Consider what would happen if the organizations that underwent the first digital transformation stopped evolving after that - they had reached the pinnacle of digital excellence for the '90s and were content. Those businesses would almost certainly be insolvent now.
"To sustain a world-class digital presence and realize ROI, you must continue to refine and iterate your marketing engine as a whole. "
To sustain a world-class digital presence and realize ROI, you must continue to refine and iterate your marketing engine as a whole. You risk slipping behind in an ever-evolving digital environment if you work your way through the final stage and then stop. You can maintain your business at the forefront of digital for years to come by remaining up to date on the newest marketing trends and daring to do new things.