Driving Digital Brand Transformation

Your digital mission has begun. Digital transformation is spearheading new disruptive technologies which will transform the customer experience, the operational processes and the entire business model, leading to competitive success.

A McKinsey report revealed that companies that implement transformational sales and marketing capabilities yield 90% higher sustained growth than those who don’t.

Digital consumers don’t have brand affinity. They switch from app to app and from brand to brand when it’s convenient for them. As a result, many brands struggle to keep a competitive advantage and are beginning to re-think their strategies for attracting and retaining customers.

The role of the CMO has evolved over the past few years. They’re now expected to be digital leaders responsible for building long-lasting loyalty by bringing the power of human relationships back into the entire brand experience.

Digital transformation calls for a strategic, integrated approach that considers how all internal teams, systems and workflows operate together in a business, in a way that caters to individual customer journeys.

You must become a disruptor for your organisation. Someone who not only handles the entire brand experience and customer lifecycle but someone who also shakes up the status quo.

Customer Experience

Customers want quick, easy access to information across channels without needing to enter conversations with sellers before they’re ready.

At the same time, they also expect businesses to personalise their sales experiences with the first interaction and to be available the moment they’re ready to learn more or buy.

Once a customer is ready to buy, it’s important their purchases are made as quickly as possible. Smooth automaton is a high priority.

Businesses which do this successfully align internal processes efficiencies around customer desires and needs. A strong customer experience is vital for a strong brand experience.

Agile Technology

Marketing teams must be able to create, update, deploy and see the results of their work without any outside support from IT for their daily tasks. They should be quick, simple and reliable.

Digital marketing demands agility now. Arming your marketing team with the right technology will enable them to consistently create campaigns and promotions without the need for IT intervention.

Technology is no longer a consideration in marketing; it is now the essential launchpad of all organisational marketing initiatives and operations.

It’s important to keep in mind that the digital world is constantly changing and evolving. Your brand must keep on learning in order to stay on top of the latest trends and tactics to ensure that your digital transformation continues to be successful.

Andrew Floyd

Head of Communications and Content|B60