know the changes of the digital age – WAU
The digital transformation is the news of the moment. Marketers want to know this strategy that is increasingly revolutionizing the way they communicate with consumers. This happens, because with the digital age the consumer has changed. He is more demanding, immediate and technological. Now the least your customer expects is that […]
The digital transformation is the news of the moment. Marketers want to know this strategy that is increasingly revolutionizing the way they communicate with consumers.
This happens, because with the digital age the consumer has changed. He is more demanding, immediate and technological.
Now the least your customer expects you to be digital too.
It is a strategy that affects all sectors of companies, but marketing is the one that most feels the impacts.
Know the relationship between digital transformation and marketing and the changes that will occur in this sector.
The concept of digital transformation
This strategy is a necessity due to the acceleration of the digital age.
At the moment we are living, companies felt the duty to adapt and digitize to meet the demands of consumers.
Today, it is necessary to work on the customer’s experience and put him 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 totally changes operations and the provision of values to customers.
However, we cannot fail to act given the difficulty. For many companies, the ability to implement digital transformation has become a matter of survival.
Digital transformation and marketing
The role of marketing in the past was to create communications and campaigns that promote products and services. With the invention of the internet and changing consumer behavior, this reality has changed.
Today, many organizations rely on digital marketing to win potential customers.
However, transforming traditional marketing to digital requires many changes.
There are many challenges that marketing managers still face when trying to adopt this strategy.
The current reality of these professionals is to keep the company’s fundamental operations running at the same pace as its customers are integrating in the digital age.
In addition, the digital transformation expands far beyond marketing, requiring companies to think in a context to work on customer acquisition and loyalty.
Main challenges of digital transformation in marketing
The complexity of the challenges for marketing managers makes it difficult to make the necessary change.
To make it easier, this initiative needs to come from the company’s CMO or CEO.
If marketers do not adapt their business to modern realities, they will not achieve an efficient and measurable marketing approach.
In Econsultancy’s “Effective leadership in the digital age” report, about three quarters of respondents agreed that strategic priorities and corporate direction are the responsibility of administrative leaders.
If you want to transform yourself digitally, you need to know the challenges and solve the problems that arise along your journey.
Having a team willing to face changes
If you don’t know where to start, talk to your team: “I don’t know how to start, but I know it will work”.
Having a team excited and willing to face change is very important at this time.
Train your team and hire people who like to study and want to do differently!
Facing new responsibilities
The tasks that used to live outside the marketing team are now part of your responsibility.
It is necessary to think about the digital customer experience, sales, after-sales and the loyalty process.
The big challenge is to manage this so that the whole company has a new and organized customer journey.
Dealing with creating date silos
Integrating all online information into a central data source is one of the biggest challenges of digital transformation.
Being on all channels is important, but this 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, it is necessary to unite all these points and connect them to work the customer experience in an optimized way.
Changing company culture
The digital transformation is about adapting the business culture and the way it operates to work with new technologies.
The people-centered approach is the best option for digital transformation projects, because they are the ones who will put them into practice.
If you have employees who like to learn and teach and that is part of the company’s culture, having the collaboration of professionals and sharing knowledge will not be a problem in the process of digital transformation.
In the digital transformation of Marketing, your marketing team needs to be customer-centered, creating customer value from your products or services.
Approaches such as Content Marketing and Inbound Marketing mean that customer-centered thinking needs to be applied daily.
To achieve growth in sales revenue, profitability or the success of your product in the digital space, all employees must understand the new function of marketing.
Explain that customer behavior has changed and why you need to adopt a strategy that is digital, social and with content.
In a world where customers are always online, using multiple devices, searching and consuming information when they need it, brands need to be responding in real time.
Customers need to be able to find and search for you at any time.
His initial interest and doubts have to be answered at the weekend and after business hours.
What are the trends of digital transformation in marketing?
There are several different ways to invest in the digital transformation of your marketing team.
Check out the main trends that companies are investing in and check the best strategy to apply in your business.
1) Big Data
According to IBM, the amount of information created in the past 2 years is greater than that generated in the entire history of mankind.
Measuring this data is very important to analyze consumer behavior on their digital channels and monetize the data.
In addition, the analysis of this data helps in decision making, as it generates a quick identification of users’ preferences and helps in solving problems that may arise.
Content Marketing is a great example of how to invest in this strategy efficiently and cheaply.
It is an approach focused on data and content production relevant to attracting customers.
2) Marketing Automation
Marketing automation is a way to make your team’s work easier.
It optimizes day-to-day processes in data analysis, personalization of care and services.
It also helps in the user experience, gathering customer data and providing individualized contact between the customer and the brand according to the stage of the purchase journey they are on.
There is a diversity of automation tools that you can use in the digital transformation of your business, so you need to have a clear objective of what you want to achieve.
3) Business Intelligence
Business intelligence helps you to analyze what is working and what is not and contributes to your business decision making.
Aligning BI with Big data, it’s easy to measure results and collect performance data for your business.
For this, BI software can be used to track your customers in real time in the sales funnel.
Besides that, these software allow you to identify behavior patterns and who are your most profitable customers.
Factor that also helps your company’s sales team to reduce the time spent when they contact people who do not want to or do not profile their ideal customer.
4) Artificial intelligence
Artificial intelligence can provide a variety of benefits. In addition, the digital world, as we see in futuristic films, is closer than we think.
Many companies are already working and multiplying their actions with artificial intelligence.
Virtual assistants, such as Google Assistent, Cortana, Alexa and Siri, have come to change the way we deal with the internet and to bring new opportunities for marketing.
They do not require human analysis, they can draw conclusions based on information collected and offer brands another entry point into consumers’ daily lives.
The marketer of the future demands change.
Customers are adjusting traditional marketing methods, while consuming information and making online purchasing decisions.
The marketing sector is advancing, looking for news, technology and trends.
The point is that we have a plethora of data, but we need insights and look for opportunities in the market.
In the digital transformation of marketing, it will be necessary to leave your comfort zones and take risks.
Every digital transformation journey will be different and dynamic, and companies must constantly and quickly adapt to customer needs.
So, check what is the best approach that can be applied in your company to maintain your competitiveness in the market.
Want to understand more about digital transformation? Check out our ebook on the topic!