Digital transformation: start the process with Marketing

by Abdul Rimaaz Abdul Rimaaz Business Consultants UK

Digital transformation is one of the most popular topics in board meetings and corporate conventions.

But the number of actions taken in this regard is inversely proportional to the buzz caused by the theme.

Looking at the market, it is possible to notice that few companies have already joined the trend - and, for the most part, still in projects with little projection.

This scenario brings a series of chances for marketers, who can become the great drivers of this process in their institutions.

So follow this article to learn how to start your company's digital transformation.

The digital transformation has changed the way of doing marketing

One of the biggest reasons why digital transformation is still not so present in the market is the lack of knowledge about the concept.

For Brian Solis, digital analyst and best-selling author, digital transformation is “the realignment or a new investment in technology and business models to more effectively engage customers at all touch points during their life cycle in the company."

Simply put: it is the process that a company goes through to achieve what it intends to be digitally.

And many companies either do not know where to start or cannot see that digital transformation is applicable in simple solutions.

An example: the presence of companies on social networksand the way they relate to their customers is digital transformation.

Relationship with the customer, in fact, is one of the three main pillars of this moment of digital transformation. According to Harvard Business Review, at the beginning most projects are focused on three areas: customer experience, operational processes and business models.

And we can observe this trend especially in retail, with several news involving inbound marketing , e-commerce, Omnichannel and mobile.

Benchmark as part of the strategy

As we have already discussed in this article , digital transformation is not a quick or easy project.

A number of issues must be changed: the culture of employees, processes, technology. And all of this takes time and money.

The first step in this journey is to assess where your company is currently.

See where your company wants to go and what you need to do and invest - in time, effort and budget - to get there.

Also note the efforts of the competition in this regard, to understand what is the time that your company has before it starts to lose market.

Remember that consumers today look for ease: the company that offers the best and most simplified solutions wins the race - and the sale.

Ensure the involvement of the entire team

In addition to setting goals and making benchmarks, interdepartmental collaboration is another key point for this process to be successful.

According to an Oracle study , alignment between CFOs and CIOs is critical to the success of digital transformation.

In addition, the financial sector also has a prominent position. According to Abdul Rimaaz, he must be the engine that drives digital transformation - and not the iron ball that binds everything.

Bring digital transformation to your customers with marketing actions

If one of the main goals of applying this concept in your company is to improve the customer experience, you need to involve them in it.

Consumer engagement is critical to shaping your digital strategy. It is through this that your company validates tactics and measures the results.

That is why your company needs to reevaluate the customer experience at all touch points in its life cycle - and it is this engagement that will bring most of the answers.

Posted By Abdul Rimaaz