Digital Transformation on Marketing.

Check out the impacts of digital transformation on Marketing and understand what the future holds for us!

Digital transformation is the novelty of the moment. Marketers want to know this strategy that increasingly revolutionizes the way you 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 you're digital as well. It is a strategy that affects all business sectors, but marketing is what most impacts. Know the relationship between digital transformation and marketing and the changes that will occur in this sector.

Know and understand the concept of digital transformation is a strategy and 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, you have to work on the customer experience and place it at the heart of the strategy.

However, this transformation is not so easy because it affects the entire company, integrates each area with digital technology and totally changes operations and the provision of values to customers. We can not fail to act given the difficulty. For many companies, the ability to deploy digital transformation has become a matter of survival.

The role of marketing was to create communications and campaigns that promoted products and services. With the invention of the internet and changing consumer behavior this reality has changed. Many organizations now rely on digital marketing to reach out to potential customers. But turning 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 core operations running at the same pace as their customers are integrating into the digital age. In addition, digital transformation expands far beyond marketing, requiring businesses to think of a context to work on customer acquisition and loyalty. Key challenges of digital transformation in marketing

The complexity of the challenges for marketing managers makes it difficult to execute the necessary change. To facilitate it, this initiative needs to come from the CMO or CEO of the company.

If marketers fail to adapt their business to modern realities, they will not achieve an efficient and measurable marketing approach. If you want to become digital, you need to know the challenges and solve the problems that arise along your journey.

Have a team willing to face change is a real approach to the dilemma. Having a team that is excited and willing to face change is very important right now. Train your team and hire people who like to study and want to do something different!

Meeting the new responsibilities bring be the digital times. The tasks that used to live outside the marketing team are now part of their responsibility. We need to think about the digital customer experience, sales, after-sales and loyalty process. The big challenge is to manage this so that the whole company has a new and organized customer journey.

Dealing with silos data creation, demand criteria and mining. Integrating all information online in a central data source is one of the biggest challenges of digital transformation. Being on all channels is important, but this has the consequence of creating date 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, you need to unite all these points and connect them to work the customer experience in an optimized way.

Changing company culture to face 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 that will put them into practice. If you have employees who like to learn and teach and this is part of the company culture, relying on the collaboration of professionals and knowledge sharing will not be a problem in the process of digital transformation.

The focus on customer strategy is the center of the digital transformation of Marketing, your marketing team needs to be customer centric, creating the value of it from your products or services. Approaches such as Content Marketing and Inbound Marketing make customer-centric thinking need to be applied on a daily basis. To achieve sales revenue growth, profitability, or product success in the digital space, all employees need to understand the new marketing function.

Explain that customer behavior has changed and why you need to adopt a strategy that is digital, social and content. Always be online. In a world where customers are always online, using multiple devices, researching and consuming information when they need it, brands need to be responding in real time. Customers need to be able to find it and search it at any time. Your initial interest and your questions have to be answered on the weekend and after business hours.

There are several different ways to invest in the digital transformation of your marketing team. Check out the top trends that companies are investing in and check out the best strategy to apply in your business:

1) Big Data, according to IBM, the amount of information created over the last two years is greater than that generated in all of humankind's history. Measuring these data is very important for analyzing consumer behaviors on your digital channels and monetizing the data. In addition, analyzing these data helps in decision making as it generates a quick identification of user 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 a data-driven approach and production of relevant content for attracting customers.

2) Marketing Automation is a way to make your team work easier. It optimizes day-to-day processes in data analysis, service customization and service. It also aids in the user experience, gathering customer data and providing one-on-one contact between the customer and the brand according to the stage of the purchase journey it is in. There are a variety of automation tools that you can use in the digital transformation of your business, for this you need to have a clear objective of what you want to achieve.

3) Business Intelligence helps you analyze what's working or not and helps you make your business decisions. Aligning BI with Big Data makes it 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. In addition, these software allow you to identify patterns of behavior and which are your most profitable customers. Factor that also helps your company's sales force reduce time spent when they contact people who do not want or do not profile their ideal customer.

4) Artificial Intelligence can provide a variety of benefits. In addition, the digital world, as we see in futuristic films, is closer than we imagine. 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 collected information and offer brands another entry point into consumers' daily lives.

The marketing professional of the future demands change. Customers are adjusting to traditional marketing methods while consuming information and making purchasing decisions on the internet. The marketing industry is moving forward, looking for news, technology and trends. The point is we have a myriad of data, but we need insights and to look for opportunities in the market. In digital marketing transformation you will need to leave your comfort zones and take risks.

Every day of digital transformation will be different and dynamic and companies must adapt constantly and rapidly to the needs of customers. So, check what is the best approach that can be applied in your company to maintain its competitiveness in the market. Want to understand more about digital transformation? Check out our ebook on the topic!