Go Digital or Go Home: The Impact of a Digital Marketing Transformation

By Dave Neubert

The overwhelming impact of digital technology on our daily lives is unavoidable. And for marketers, it’s vital to keep pace with these advancements in order to stay in front of target audiences when and where they’re working, searching for answers, and most importantly, looking to make a purchase.

This increasingly digital-centric focus is so critical that many refer to this as the digital marketing transformation – utilizing the latest automated tools to apply cutting-edge marketing technology (Martech) to drive greater ROI for clients.

For marketers, how we attract, engage and work with interested prospects will never be the same. And for many organizations, marketing itself will no longer be viewed as an expense but rather a new source of revenue.

Here are some important factors to consider when understanding the benefits of embracing this new paradigm:

Marketing and technology are no longer mutually exclusive. They are converging to offer data-driven strategies based on real-time, factual results.
Marketing automation increases personalization across the sales cycle. Segmentation based on lead scoring enables unique messaging to be disseminated based on interest level and buying behavior.
Analytics power agility and optimization. Rather than waiting for campaigns to finish in order to analyze results, real-time analytics allow you to make changes on the fly, maximizing ROI.

Still not convinced? Companies that have embraced digital transformation are 26 percent more profitable than their average industry competitors and enjoy a 12 percent higher market valuation.¹

So, what now? It’s time to find the right marketing partner to overcome the challenges associated with this shift in strategy, one that can effectively:

Manage big data. While marketing automation tools provide ways to easily gather, organize and aggregate data, an experienced, savvy digital marketing team is needed to implement and manage it

Understand the customer experience. Even the best marketing technology won’t be effective if you don’t have a firm grasp on the many factors and triggers that can influence behavior throughout the buying journey.

Stay ahead of the curve by anticipating what’s next. Keeping up with the rapid pace of emerging technologies as they impact things like social media, mobile usage and more will greatly affect your ability to market across all demographics.

87% of organizations think that a digital marketing transformation provides a competitive advantage.² What do you think? Think fast, before technology passes you by.

¹ MIT Center for Digital Business
² www.capgemini.com