Have you ever tried to digitize your brand to better communicate with your customers and were unsuccessful? If you have that problem, you need to learn about digital transformation in marketing.
What is Digital Transformation?
The digital transformation is the change or renewal of a business, company or brand directly associated with the implementation of digital technologies in all aspects or departments of your organization.
You can sense that these changes are not made for the sake of pleasure, but to make life more comfortable for your employees and also (and more importantly) to get to know your audience better and offer them just what they demand at all times.
Digital Transformation in Marketing
The year 2020 was a year of many changes that impacted the way trade and markets operate. So the physical presence began to lose strength and forced many companies to carry out an accelerated digital transformation.
Today selling online and having an eCommerce has gone from being a “plus” to becoming a necessity.
With quarantines, mobility restrictions and without the possibility of carrying out physical commerce activities, the only way to keep companies afloat was online sales
This happened on a global scale and showed us how vital the world of online commerce is.
Creating an ecommerce is not a sure guarantee of having online sales, that is, having an online store will not automatically have sales.
After a 2020 to forget, and surely in the years to come:
“The digital transformation of marketing is to use the appropriate technological tools to increase sales, communicating through online channels in which the target audience of our brand or product is”
The 3% – 47% – 50% Rule
3% of the people who visit your website will buy, 47% will think about it and 50% will never buy from you. You need to attack that 47% with your digital marketing if you want to be successful.
How do I implement digital transformation in my marketing?
The key is to use the tools that social networks and other online media – which will be the heart of our marketing strategy – offer us.
To digitally transform our marketing is to automate, maximize and work at the top of the technical capabilities offered by the market.
These tools are divided into seven major areas or pillars: The 7 pillars of digital transformation
1. Inbound Marketing
Content marketing such as blogs, podcasts and videos, which capture the customer’s attention by offering value-added information on topics of interest, which then generates the sale.
2. Outbound Marketing
Conceptually, this is the marketing of a lifetime, but using social networks and new technologies.
Its methodology is based on the product, its qualities and benefits and aggressively attacking the potential client to close the sale.
The CRM is the most technological tool of these seven pillars and represents the system you use to control the relationships between your company and its customers.
4. Sales Scrum
An iterative and incremental methodology based on the “Agile” and Execution principles.
Conceived to manage sales funnels, avoiding the most common errors in the processes, improving effectiveness and predictability.
5. Social Selling
This is the power of social networks!
Social selling combines and brings together the techniques that have been developed to use social networks as a sales tool, lead generation and brand building.
The marketing product is the rational – the set of ideas, arguments and strategies – behind the creation of a product aimed at being sold to a specific target of potential customers.
That is to say: We do not create products to create them, but we create products for a specific public that can consume them.
7. Sales Enablement
It is the training of our sales teams.
In the case of digital marketing, we are talking about the strategies, protocols and ways of communicating that our community managers will have, or the operators of our social networks and other digital channels of customer service and pre- and post-sale services.
Use the power of neuromarketing to get directly to the brain of our consumers and make them fall in love with our products.
Why do digital transformation projects fail?
One of the key elements to be able to successfully implement a digital transformation process at the marketing level in our eCommerce is to understand why they tend to fail: knowing the stones in the road, we can skip them.
There are two big stones:
- Because the marketing and sales model worked for them until the arrival of Covid
- Because he had tried to transform digitally but had run into bad advisers
The first point is self-explanatory: until the arrival of Covid, many physical stores lived off their sales using referral marketing, word of mouth, and flyers.
What we would call “offline marketing” models in which the digital component was not present or only existed as a mechanical extension to produce the materials.
And it underpins once again what many experts have already pointed out: the changes of Covid are structural and the world has migrated to a digital format.
- “Covid accelerated the process of digital transformation on a global scale, for at least five years” he explains, later recalling that since last year
- “I’ve seen more online stores and the ones that were there take it more seriously. I think digital marketing had been abandoned. And suddenly… hey, the physical stores are closed, what do we do?”
Finally, he exposes by reminding us that the Covid situation has finished opening a global market in which we can only survive if we carry out digital transformation processes at the marketing level.
Do you need strategies to improve your eCommerce marketing? Contact us, we are here to help you