The digital marketing transformation hit - What now?
We are living in a digital world and whether we like it or not, technology will continue to be an increasingly important aspect of running a modern business. That’s exactly why today’s businesses must embrace digital transformation if they’re going to stay competitive and make the most of the opportunities available to them.
But, what exactly is digital transformation? And most importantly, who should be responsible for it?
In its most basic terms, digital transformation is the process an organization goes through when it integrates digital technologies into its normal business processes. It means moving from analog to digital processes in order to operate more effectively and to serve customers better.
However, digital transformation is not a superficial change; it demands a fundamental change in corporate culture, requiring employees at all levels to change their mindset.
So who should be in charge of making this change in your company?
While it’s certainly true that your IT team will have a huge part to play in the overall success or failure of your digital transformation strategy, they shouldn’t have sole responsibility for the new strategies to take. It’s important to keep in mind that the ultimate aim of going digital for most businesses is to improve customer experiences.
And who understands the customer journey in your company? For most businesses, the obvious answer to this is the marketing department.
Marketing teams are best placed to understand the customer journey and the opportunities that come with going digital, therefore your marketing department should be in charge of your overall transformation. To achieve business success, you also need a comprehensive marketing strategy to raise awareness of your brand and product, engage with potential customers, and nurture relationships with your existing customers.
The digital world is rapidly changing, and your marketing department knows they have to respond quickly to these changes if they’re going to succeed. Thriving marketing teams have learned they need to take an integrated approach and plan their activities around the customer, not their internal processes. This means no more “website team” or “email team” or “social media team,” but rather a multi-disciplinary approach planned to get the most out of multichannel marketing.
When you’re re-working key business processes, it’s easy to be led by factors such as efficiency and cost savings, but don’t lose sight of your main goal: for you to provide the best possible customer service. But only by using marketing’s valuable insights, data, and commitment to innovation can you really achieve this. By embracing digital methodologies, business models, and opportunities, you can put your customers at the heart of your business transformation and let marketing lead the way.