Digital transformation is more than a technological disruption.
This term refers to a profound change in business activities, competencies, and processes so as to fully leverage the capabilities of a mix of technologies.
Digital transformation has an accelerating impact across society when used in a strategic way.
First, these technologies help companies streamline operations. The mix of technologies makes the business more agile, people-oriented, and innovative.
This article looks at the implications of digital transformation for marketing efforts.
The Essence of Digital Transformation
Digital transformation fundamentally seeks to transform how you operate and deliver value to customers. This concept is not just about technology. Rather, it is about change management and strategic planning with the intent of addressing the needs of the business through digitalization.
Most managers are unaware of what the term digital transformation means. The truth is that the name lacks a general meaning because this transformation will look different in each company.
This transformation includes a culture change that mandates firms to continually innovate, challenge the status quo, and get accustomed to challenges.
The aim of digital transformation is streamlining operations. This approach requires a human dimension. Internal customers, stakeholders, and the ecosystem in which the business exists constitute the human dimension.
Digital transformation cannot be achieved without considering the people needed for the change and the people likely to be affected by the change.
There is no one size fits all in digital transformation. As a consequence, you have to identify gaps in the back office and front end, as well as prioritize the actions required to achieve business goals through digitalization and data gathering.
Audience transformation is connected to digital transformation. This concept constitutes the five As of digital transformation: assets required for providing the best customer experience, access to your message, attribution, and automation.
Audience transformation refers to the process of understanding and engaging with the right people. This concept entails identifying marketing activities that respond to the needs of the audience.
Audience transformation requires the acquisition of relevant data. Data-driven marketing is not a new idea. However, a majority of businesses struggle to implement a digital marketing strategy that prioritizes digital transformation.
There are applications that can help organizations streamline their data, for instance, NetSuite CRM. This software will help your organization to streamline its front to end operations.
Also, the NetSuite application enables you to acquire valuable customer data that you can use to enhance your customer’s experience.
Recipe for Success
While audience transformation seeks to enhance the insights you have on your audience, digital transformation, on the other hand, works towards aiding your business to achieve its objectives in a highly connected and mobile market.
This includes making sure your audience receives the right message, at the right time, on their preferred device and via their favorite digital platform.
So, what these two processes actually do is ultimately enable you to focus on your audience, their behaviors, and which digital platform to tap into in order to connect and interact with them.
An integral goal of using digital and audience transformation is to drive flexibility and innovation in your business. You can achieve this by incorporating the two processes in order to allow your business to leverage the possibilities and opportunities of new and trending technologies.
However, leveraging these digital processes requires a solid strategy. The stakeholders of the business must come together to identify limitations that impede on its growth and how they can effectively use technology to achieve their business objectives and goals.
These two concepts are also relevant as they also facilitate an effective marketing ROI approach, an integrated marketing approach, and an effective content marketing strategy.
When used concurrently, digital and audience transformation can facilitate process transformation in a big way. This change will, in turn, enable your business to target its customers more effectively at affordable costs.