What are the goals of digital transformation when it comes to marketing?
The goal of digital transformation for marketing is to reduce the businesses expenditure on acquiring a customer, but increase the customer retention and their own spend on your service or product through the use of digital channels.
The way that these goals are hit, at a high level, is fairly simple. Digital transformation changes the business through the use of digital content, digital tools, updated business strategy, effective structures, talent development and acquisition and industry engagement.
Below the surface, though, digital transformation is not at all straightforward. It is a difficult exercise which requires commitment from everyone in the business as it encompasses all aspects of it. This includes senior management, engineering, marketing, content, IT, and even HR. And while each of these departments will have their own challenges and wins, the biggest shift for marketers is that digital transformation changes the model at the heart of marketing strategy.
In times prior to digital transformation, marketing strategy was mapped out with regards to a general audience or target market. It’s intent is to guide a consumer through different stages of the buyer's journey and raise awareness using content and social media as well as deliver value and drive action through offers.
Following digital transformation, a rethink of not only the marketing strategy but the marketing model is needed. What does this look like?
Instead of planning to lead a consumer through a general buyer’s journey, marketers need to get more specific to the needs of the individual; observing behaviours and reacting accordingly. In order to do this, marketers need to understand and identify the signals that consumers give which indicate a shift in their needs.
Using these signals and new digital technologies, marketers can react in real-time to the individual and tailor the experience for them to ensure the maximum amount of engagement. Understanding these signals and then using tools such as email, ads, and social can ensure the marketer is acknowledging the change in behavior of the consumer and keeps them highly engaged.
For example, if a consumer clicks on an ‘awareness’ ad and then browses through product information, they should now be considered ‘interested’. All future advertising, emails, and other interactions with them should focus on moving them further toward a desire or purchase.
That is, using digital, marketers can now structure the conversation so that each individual is getting the additional information they need at each stage of the buyer’s journey.
A unified view of your data is absolutely necessary. With so many disparate tools and technologies silo’ing different types of data on customers is of primary importance. (FYI, Salesforce does a great job of this)
Control is needed over the various digital channels a marketer uses in order to deliver high quality content in an individualised manner. Using an in-depth marketing automation tool, such as Pardot, ensures that what is being delivered to the customer is what they need.
Lastly, being able to measure, capture and analyse consumer behavior is critical in the successful shift of marketing model and strategy. In order to optimise customer-based marketing, experiments, changes on an iterative basis and small, gradual improvements help deliver these results.
Work in small agile results focused chunks. Don’t plan everything in advance. Start small, make small changes, see what the results and go from there. Allow your data and most importantly, your customers to tell you if what you’re doing is working.
With customer expectations of businesses only increasing, it is vital to revolutionize how business is done. Core and crucial to this is digital transformation. As a key part of your strategy, ensuring all of your applications are talking to each other, and provide you with one cohesive view is a necessity. Being able to analyse your data to improve your customer experience and effectively communicate with them is achievable by implementing the right strategy.
Contact us today to discuss your digital transformation needs and let us guide you to success.