In the digital age of today, it has become imperative for successful organisations to keep pace with the ever changing and advancing technology, techniques, and modifying customer behaviour. The field of digital transformation has been introduced to achieve that very end.
What is Digital Transformation?
Digital transformation compasses the realigning of, or making new investment in, business and technology models for more effective engagement of the digital customers at every stage of the experience lifestyle of the customer.
See also: Digital Transformation Best Practices
It allows you to implement innovative digital strategies along with keeping up with the revenue goals that you might have for your organisation. However, the process might become a little challenging and this is why we have compiled the digital strategies to give Chief Marketing Officers (CMOs) of any company with a template that will help them achieve digital transformation for their organisation.
1. Understanding Customer Behaviour
The first thing that you need to do in order to achieve excellent digital transformation is to reach out to your customers and find out about their needs. Jennifer Betka, who is the CMO of StubHub, launched a successful new campaign by doing just that. In fact, it was an excellent rebranding technique where she focused on the newfound knowledge of how hard it is for people to leave their couch and move.
She realised that because of this kind of attitude a lot of people were missing out on the several life-changing opportunities. Thus, she launched the campaign that encouraged the customers to “grab their ticket out.”
Had they not bothered to learn about the behaviour of their customers, there was no way for them to find out about how much effort the people require when it comes to going out. As a result, they might not have experienced success either. It was crucial for them to first understand their target audience and then speak to them at a deeper level.
In case you do not have an agency to help you out, there are various ways in which you can understand the behaviour of your customers on your own. The easiest way to do that is by using marketing automation.
This technique has transformed with the passage of time into a successful, behaviour-based engagement marketing platform. This platform allows the users to understand what the people actually do, instead of just what they say that they are going to do. Since the number of interactions between the company and their customers keep on increasing, it becomes necessary to communicate with your buyers in a way that is more meaningful with every passing stage of the customer relations.
2. Personalising the Customer Experience
According to Google’ s Display Benchmark Tool, around 99.4% of the online advertisements go unnoticed by the customers and are actually intentionally ignored. This does not indicate effective marketing at all and proves that the buyers are annoyed by having to watch such advertisements continuously. This means that something is missing, but what is that?
Let us break the truth for you. The element that is missing from the various marketing techniques is that of personalisation.
Personalisation should never look like marketing and the buyers must have a great experience. Effective personalisation would leverage on the rich information hub of the customers in real-time, delivering messages across the channels in a consistent manner. The advice for the marketers is to keep away from the segmentation technique and rather to move towards the concept of individualisation in order to become more relevant and targeted.
One great way to deliver a cross channel experience that is also consistent for your buyers is to incorporate the element of personalisation into the channels they access including your website, which is the hub of your marketing techniques. The best way is to design and integrate a web personalisation solution in order to treat your customers as the unique individuals that they are.
3. Building Lifelong relations with Customers via Effective engagement
When it comes to effective digital transformation that is bound to bring results, you need to understand that the journey is a complex one. Therefore, in addition to focusing on customer acquisition and retention, efforts should be made for improving customer engagement as well.
Becoming customer-centric is after all, the key to success. Moreover, you, as a company, need to realise that in order to achieve the right level of digital transformation, you need to find the right people to put on your team as well. This means that you might need to revisit and revamp your hiring strategies as well.
This is a template that you can follow for the digital transformation of your business without having to suffer any losses in terms of revenue. If you want to learn more on the topic, then check out this Digital Transformation Toolkit.