The term “digital transformation” is all too common in the professional world and in a variety of industries. But what exactly does it imply? What does this have to do with marketing?
Digital transformation is not as complicated as it sounds. The term revolves around a simple concept that is actually really easy to understand. However, there are multiple definitions of digital transformation, and these largely depend on when and where you use it.
First of all, what is digital transformation?
On an industry scale, digital transformation happens when businesses apply digital technologies to gain a competitive advantage. For example, in the medical field, professionals ditched filing cabinets and manual processes for much more efficient ways to store information, such as digitising health records. The transition from manual to electronic enabled health professionals to access information faster, so they make more informed decisions faster.
Companies use emerging technologies to gain a competitive advantage on a broader scale, which is known as digital transformation. For example, in the medical field, professionals have abandoned filing cabinets and manual processes in favour of much more efficient data management methods, such as digitising health records. Following the transition from m to n, health practitioners were able to access information more quickly.
In essence, digital transformation is the integration and application of digital technology into all areas of a business, changing how organisations operate and how they deliver value to customers.
How digital transformation relates to marketing
In the area of marketing, digital transformation is a whole league of its own. A digital transformation in marketing refers to the shift from digital complacency to digital excellence and is brought about by the proper usage and optimisation of various digital channels. Digital transformation helps marketers gain better insight in improving the customer journey and, through the refinement of digital channels, can bring profitable changes to businesses.
Digital transformation in action
Before the advent of digital technologies, the funnel marketers used to map out customer behaviour and action were pretty straightforward. It starts with awareness, interest, consideration, and then flows down to intent and decision. Businesses created marketing materials for every stage and simply hoped for the best. And back then, there was no accurate way to figure out how effective the marketing content was.
Businesses have far more influence and insight over who sees and interacts with their marketing collaterals thanks to digital transformation. Analytics has been a game-changer in marketing’s digital transformation. It paved the way for marketers to collect and analyse user data and metrics, which they could then use to improve marketing strategies.
Here are a few ways that digital transformation can affect marketing.
Refinement of digital channels
Today, businesses have more opportunities to assess the value of their marketing tools and channels. From websites and social media, down to analytics platforms and customer databases, organisations are better equipped to review their channels and determine which platforms to leverage to create successful outcomes.
For example, websites can give potential customers what information they want to view, in what order, and how much to consume. On the other hand, social media platforms allow people to interact with companies directly, rate them, give feedback, and leave comments. In totality, digital transformation enables a level of engagement that wasn’t possible before. This exchange changes the nature of how marketers strategise and approach their target audience.
Better integration
Improved efficiencies and the seamless integration of all processes were made possible by digital transformation. Businesses achieve a holistic view of their entire consumer base as platforms integrate seamlessly, helping them to make more educated choices, maximise marketing response, and increase overall productivity.
Personalisation of the customer experience
With advanced insights, businesses can track customer behaviour and actions, enabling companies to provide a more personalised and relevant experience for leads and customers. With actionable data, companies can identify weak spots and gain more opportunities for improvement to encourage more conversions, especially in the realm of advertising.
What is the significance of digital transformation?
When it comes to adjusting to evolving market dynamics, supply chain changes, market demands, and changing consumer preferences, businesses must sharpen their skills. Businesses will do exactly that with the aid of digital transformation.
In the end, digital transformation is essential for business survival, particularly in today’s market, where doing business online is more important than ever. The main aim of digital transformation is to improve customer experience. Your company will achieve digital sustainability by adopting the right technologies, which will help you succeed for years to come. But, of course, don’t forget to stay updated with technological improvements that you can leverage to continually improve your business!
Start your digital transformation today
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