Digital transformation is the latest trend. Marketing professionals increasingly want to learn more about this strategy that revolutionizes the way they communicate with consumers.
This happens because with the digital age, the consumer has also changed and is more demanding, immediate and technological.
Now, the least your client expects from you is that you are also digital.
Digital transformation is therefore a strategy that affects all sectors of companies, although marketing is the one most affected by the impacts.
Learn now about the relationship between digital transformation and marketing , as well as the changes that will occur in this sector.
The concept of digital transformation
This strategy is a necessity that comes from the acceleration of the digital age.
In the current times, companies felt the need to adapt and digitalize to meet consumer demands.
Nowadays, it is necessary to work on customer experience and put it at the center of the strategy.
However, this transformation is not so easy, as it affects the entire company, integrates each area with digital technology and completely changes operations and the way in which the company delivers value to the customer.
Despite this, we cannot fail to act in the face of 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. After the invention of the Internet and changes in consumer behavior, that reality has changed.
Nowadays, many organizations rely on digital marketing to attract potential customers.
However, transforming traditional marketing into digital marketing requires many changes.
There are many challenges that marketing managers still face in trying to adopt such a strategy.
Part of the reality for these professionals is maintaining a company’s core operations while its customers are integrating into the digital age.
Furthermore, digital transformation also extends beyond marketing, requiring companies to think in context to work on customer acquisition and loyalty.
Main challenges of digital transformation in marketing
The complexity of the challenges for marketing managers is what makes it most difficult to implement the necessary changes.
To make things easier, the initiative should come from the CMO or CEO of the company.
If marketers do not adapt their businesses to reality, they will never achieve an efficient and measurable marketing strategy.
In the report “ Effective leadership in the digital age ”, conducted by Econsultancy, nearly three quarters of those interviewed agree that strategic priorities and the direction of companies are the responsibility of the leaders who manage them.
If you want to transform yourself digitally, you need to be aware of the challenges and solve the problems that arise along your career path.
Have a team willing to face the changes
If you don’t know where to start, tell your team: “I don’t know how to start, but I know we will get there.”
Working with a motivated team willing to face changes is very important at this time.
Train your team and hire people who are willing to always study and make a difference!
Facing new responsibilities
Tasks that used to live outside the marketing team are now part of your responsibility.
You have to think about the digital customer experience , sales, after-sales service and the loyalty process.
The big challenge is to manage it so that the entire company has a new and well-organized consumer journey.
Dealing with the creation of data silos
Integrating all online information into a central data source is one of the greatest challenges of digital transformation.
Being on all channels is important, but that results in the creation of data silos.
Data silos are loose data that prevent consistency and occur whenever a data system is incompatible or not integrated with other systems.
To prevent this, all these points must be unified and connected to create an optimized customer experience.
Changing the company culture
Digital transformation is about adapting business culture and the way it operates to work with new technologies.
A people-centered approach is the best option for digital transformation projects, because people are responsible for putting it into practice.
For example, if your employees like to learn and teach, that is part of the company culture and therefore, having the collaboration of these professionals to share their knowledge will not be a problem in your digital transformation process.
Focusing the strategy on the customer
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 a daily part of your strategies.
To achieve growth in sales budget, profitability or the success of your product in the digital space, it is necessary for all your employees to understand the new role of marketing.
That is, you have to explain to them that customer behavior has changed and therefore, you have to adopt a strategy that is digital, social and offers good content.
Always be online
In a world where customers are always connected, have multiple devices, search and consume information when it suits them, brands need to respond to them in real time.
Consumers need to be able to find your brand and search for your product or service whenever they need it. That is, their interest and questions need to be answered at any time, whether on the weekend or outside of business hours.
What are the trends in ?
There are many different ways to invest in the digital transformation of your marketing team.
1) Big Data
According to IBM, the amount of information generated in the last 2 years is greater than the information generated in the entire history of humanity.
Measuring this data is essential to analyzing consumer behavior on digital channels and discovering how to monetize that data.
In addition, the analysis of this data helps qatar mobile database you in decision-making, as it generates a quick identification of user preferences and helps in the resolution of problems that may arise.
Content Marketing is an excellent example of how to invest in this strategy efficiently and cheaply. This is an approach focused on data and production of relevant content to attract customers.
2) Marketing Automation
Marketing automation is a way to make your team’s job easier.
This optimizes daily processes of data analysis, personalization of customer service and services.
It also helps the user experience by gathering customer data and providing more individualized contact between the brand and the customer, according to each stage of the purchasing journey they are in.
There are a variety of automation tools that you can use in the digital transformation of your business. To find the ideal one, 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 becomes much easier to measure results and collect performance data about your business.
For this, BI software can be used to accompany your customers in real time throughout the sales funnel.
In addition, these software programs allow you to identify behavioral patterns and who your most profitable customers are.
This factor also helps reduce the waste of your sales team’s time, meaning they don’t spend a lot of time with people who don’t have the profile of your ideal client or don’t need your product or service.
4) Artificial intelligence
Artificial intelligence can bring you a wide variety of benefits. The digital world, as we see it in futuristic movies, is closer than we imagine.
Many companies are already working and how to respond to job vacancies correctly multiplying their actions with artificial intelligence.
Virtual assistants, such as Google Assistant, Cortana, Alexa and Siri, are here to change the way we deal with the Internet and bring us new opportunities in marketing.
They do not require human analysis, can reach conclusions based on collected information and offer brands another entry point into the daily lives of consumers.
Conclusion
The marketing professional of the future depends on many changes.
Consumers are adjusting traditional marketing methods as they consume information and make purchasing decisions on the Internet.
The marketing sector is advancing in search of new developments, technologies and trends.
The main issue is that we have a lot of data, but we lack the insights and the search for good market opportunities.
In the digital transformation of marketing, it will be necessary to leave your comfort zone and take risks.
Every digital transformation journey will be different and dynamic. To do so, companies must constantly and quickly adapt to customer needs.
Therefore, find out what is the best approach that can belgium numbers be applied to your company to keep it competitive in the market.
