Marketing Technology

What Should Digital Transformation Mean for Your Company?

Digital transformation means big things for your business. Here’s how to get everyone on board.

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Digital transformation has been a marketing buzzword for the last several years. Not long ago, I was hired to create content for a major brand focused on digital transformation. When the writing team asked for briefs on what subcategories were covered under that helm, it was revealed that the company hadn’t really defined what this meant in the context of their work. This is a common challenge marketing departments face.

In the Age of Digital Transformation, define it: When you’re asking your team to work with the concept of digital transformation, define what it means for your company. It might refer to creating paperless processes that offer better document control and security. It might allude to a digital-first approach to marketing. It might, in fact, offer something completely different. Take the time to get clear on what you’re seeking to accomplish by investing in digital transformation for your marketing. Think big. What’s the end goal? How does this improve your business? Why is this a priority now?

Now make it concrete: Let’s say you’ve decided to invest in paperless workflows,  speed up transactions for customers, eliminate version control issues, and update your processes. It’s time to make this idea concrete. For a company with this goal, the plan would involve mapping all the processes and finding out which ones would have the greatest impact. From there, it’s possible to explore what process redesign you need, as well as what investments would help you realize your goal.

Focus on the benefits: Digital adoption also requires buy-in from your team. Having a clear sense of what digital transformation means, how it will benefit your business, and where you’ll implement it makes the concepts easier to communicate to your marketing staff. Take additional time to show how digitization will improve their work life and their customer relationships. Be honest but optimistic about their ability to adjust to the new process.

Plan to measure your success: Design a part of the rollout plan that focuses on metrics for success. For example, “better version control reduces marketing team version errors by 90% in the first year.” Be clear about what constitutes success, and make sure you have the bandwidth and information needed to assess it. This can help guide future investments and make it easier to report on progress to higher stakeholders.

Digital transformation can be a good thing for companies in general—and marketing departments in particular. Take time to define what it means for your brand, how you’re defining success, and other details needed for execution. These essential factors can make all the difference in how effective digital transformation is in helping you achieve your goals.