Has your organization undergone a marketing transformation? Most CMOs define marketing transformation as assessment and implementation designed to engage all facets of the enterprise in creating unified marketing opportunities across digital channels. Marketing transformation reengineers processes to facilitate and manage inbound and outbound marketing.
This may requires= a complete review and overhaul of legacy strategies and systems.
Are you ready for this?
The Need for a Marketing Transformation
The “digital disruption” has profoundly affected the marketing industry. The marketing landscape has shifted to encompass lighting-fast, measurable digital channels. Marketing has shifted to handheld digital devices and an audience that is more engaged, yet more fickle, then at any other time in history.
The marketing landscape has shifted to encompass lighting-fast, measurable digital channels. Marketing has shifted to handheld digital devices and an audience that is more engaged, yet more fickle, then at any other time in history.
The goal of marketing is to take your products and services to the customers who may need them. This is probably the biggest argument for embracing a full-bore digital transformation. A marketing transformation will:
- Follow customers wherever they go. (This is not stalking. This is smart marketing.)
- Answer your customers’ needs for a one on one customized experience.
- Bridge any marketing silos that exist in your enterprise.
- Leverage the latest SaaS tools and marketing technology.
- Help you save time by automating basic functions.
- Create and facilitate a unique customer buying journey designed to increase your bottom line.
A digital marketing transformation creates a cultural shift within an organization. It will help create an “always-on” marketing approach designed to meet customers where they live – on the Internet.
Elements of a Marketing Transformation
Advertising Age suggests five key steps toward marketing transformation:
to create competitive advantage. They suggest an internal audit that determines whether you’re using the latest tools to leverage the right market segments in the right places. Is your UX (user experience) geared toward your customers in a way that will envelop them appropriately in your brand and then succinctly guide them toward a purchase?
Invest in your product or service
as a way to build the enterprise brand. Key to maximizing your investment is figuring out where your customers exist – and then meeting them there in consistently creative ways.
Create an experience
encompassing everything from recruitment to consumers. This approach could work well for general brand image – as a way to attract and retain new talent. On the consumer side, you’ll create a product experience across all digital channels by using peer recommendations. What if you found a way to communicate that was instantly recognizable as your own unique approach, and then spread that across the digital spectrum?
Steal startup innovation
— and we don’t mean corporate espionage. What do startups have that a lot of established brands don’t? Energy, optimism, enthusiasm, and a “get it done” attitude, no matter what hurdles are blocking their progress. Need we say more?
Flex your spends to fit the digital universe
. Analytics allows us to measure trends as they happen. Your marketing transformation must include a more agile process to flex with these trends or you will risk falling behind.