How Does Marketing Fit Into Your Digital Transformation Goals?
Digital transformation is pursuing the highest level of businesses efficiency and profitability by deploying up-to-date technology and utilizing data.
A real digital transformation strategy should shake things up in sales, service, products, internal operations, processes, finance and everything else. And it’s particularly disruptive to marketing.
This is because it redefines what marketing means. Efforts now far exceed classic campaigns, once centralized around specific products and services. Today’s marketing department is entrusted to build a brand and be always on-demand.
The redefined marketing department
Disruptive, yes. But technology is also empowering marketing.
Technological advances across the board mean that as consumer devices develop, industrial ones do too. For B2B enterprises, the story is no different. Continuously evolving tech means that business processes are automatic and more efficient, while marketing technology is better and smarter.
As a result, the marketing landscape has been reimagined. Digital transformation’s overall goal of reduced expenditure and increased customer retention, and through through of digital channels highlights that departments can no longer be siloed.
Previously separate departments must organize collectively, share information and rethink strategies to ensure customer experience, which is now the key focus ensure a business’ development, is hyper-personalized, consistent and positive.
This is particularly true with marketing and customer support. Due to the online nature of, well, everything, there is a lot of cross over between customer support and marketing. The two must be flexible and work together to achieve larger company goals.
Use social to enhance your personas
Complementary of transformation efforts, new marketing technology means you have more time to tailor campaigns and build a positive brand experience, across all platforms, that’s unique to all of your target’s actions using data.
More hands on deck means more momentum to do great things, much of which is done through social media. Being active across all platforms instead of persona-specific channels may feel redundant, but today, you can’t afford to limit your reach.
This doesn’t mean that you disregard your personas and go all out, everywhere. Instead, create content truly reflective of your target audience, tailored to each channel and each audience.
Don’t miss out LinkedIn just because Marketing Megan doesn’t check it as often as Facebook. (LinkedIn is critical in B2B success, so I really hope if you are missing one platform, it's not that one!)
It seems like a lot of extra work, but managing these channels has never been easier through tools like Buffer. Remember, you don’t need everything on every platform but, at the very minimum, a light presence on the key networks.
When using tools, ensure that you’re able to access analytics. After all, everything can be condensed into a dataset these days. Vast, wide-spanning and rich information means that creating, and appealing to, buyer personas has never been easier or more accurate.
This echoes your digital transformation goals. Econsultancy’s B2B survey found that driving insights and improving data analysis is a key element of B2B digital transformation and considered the most important factor in delivering a great customer experience (96%), while almost three-quarters said they made it a strategic priority.
Gone is old reliance on focus groups and surveys. Social listening and monitoring is a huge part of any modern marketing strategy - and it can be taken care of by any sophisticated marketing automation tool. Leveraging tech, you’ll benefit from responsive relationships and never-before-had insights.
Digital transformation empowers the marketer
Constantly being plugged-in means that everything your business does becomes part of your marketing strategy.
Automating as much of this as possible will ease the need for a large workforce and help your end-goals be more effective and efficient. Developments have already given new opportunities to test ideas, services, and techniques. In customer service, there’s evidence of this with the boom of chatbots.
But there’s no time to get comfortable. Data is already evolving past ‘big data’ and analytics. To really be a trendsetter, businesses must start looking at artificial intelligence and machine learning technologies.
Whether it’s through new tech, tools or platforms, digital transformation comes down to the way brands interact with their audience and the services they provide. These times they are a changin’, and a brand’s ability to connect with their audience is paramount.
So the pressure is on. But if customer experience and satisfaction thrives, so does your business. And that brings us full circle: merging some responsibilities of your marketing teams with others will be a catalyst for success.
Collaboration also means fresh minds get a chance to look at old problems, this paired with new technology means for great problem solving and innovation.
But this is not the end. There is no telling what shape the marketing department will be in once you’ve hit those transformation goals. Sales, customer service and product teams all have core marketing functionalities within their departments. Centralizing these efforts with marketing automation will help reduce overlap, but would it be crazy to think, in this new environment, the marketing department itself could become an oversight team?