Digital technology plays a powerful role as a marketing tool. What about the digital transformation in marketing? What is this doing to change marketing? Read on to find the answers to those questions.
What Is Digital Transformation?
The term “digital transformation” (DT) may sound like a complicated concept. However, the actual results are pretty easy to understand. The concept has been around for decades. Moreover, we’re witnessing a pace faster than ever due to COVID-19.
In a professional sense, DT is the integration of digital technology in all aspects of an organization. At an individual level, DT may refer to something as efficient as electronic health records in the medical or wellness industries.
The shift to digital records has resulted in increased data accessibility and faster processing times. Moreover, it helps professionals to make more informed decisions.
DT has already shown its capabilities on an industrial scale. Businesses like Amazon and Uber have taken traditional business concepts like retail sales and transit. Afterward, they installed innovative digital technologies to leave their competitors behind.
Meanwhile, in the area of marketing, DT brings exciting and profitable changes for those with vision.
Personalization Is Possible
Digital transformation in marketing has enabled businesses to deliver personalized content to individual customers. This is achieved by using the combination of metrics and interactivity. Businesses can now track the actions and behavior of individuals. Afterward, they will take that data to provide a personalized marketing response, such as emails and recommendations.
Hence, marketing experts don’t need to guess at their consumers’ interests.
Interactivity Changes Marketing
Traditional media such as film and television doesn’t give people the chance to interact. That is no longer the case with DT. Digital media is interactive, allowing people to choose what they consume. But not just that. It also allows people to choose how to consume it, and who they share it with.
For instance, it is now possible for websites to give people options on what information they want to view. Furthermore, people can now choose the order in which they want to consume it.
Additionally, social media allows people to communicate and interact with the brand. For instance, they may ask questions and get responses back in return. Consumers may also give feedback on the brand’s content with thumbs-up, heart, and other reactions. They can also leave comments to voice out their opinions.
Another example is live streams. Instead of just watching a social influencer, viewers may interact by making comments and even getting responses back during that live stream. Indeed, DT has changed the scope and nature of how marketers approach their targets.
Automation Increases Proactivity
A customer wants his or her concerns to be addressed at the very moment they pop up. Your brand’s response time can greatly affect the customer’s purchase decision. Thanks to digital transformation in marketing, your brand may provide customer service 24/7 without the intervention of a human agent.
A great example of this is chatbots. They may take the role of basic customer service support for simple tasks, improving marketing response and productivity.