While digital transformation was once seen as a trend that would pass, it has now become an absolute necessity if a brand wants to sustain its business in the long term.
So the question is: How do we deal with it?
Today, any brand that hasn't jumped on the bandwagon from the start feels so lost in all the proposals everywhere that it's nothing more than overwhelming noise.
Where do we start?
What tools do I need for my business?
How do I monetise them?
What is a funnel, awareness, CRO, etc.? Do I need augmented reality? Do I need AI and if so, to what extent?
There are 5 fundamental changes that need to be made to kick-start the transformation:
Change the mindset
This is like planting a seed. We need to get ourselves to accept the new reality, and that we will be able to curate an efficient digital strategy for our business that will deliver the success and returns we desire.
Lack of vision
The second would be to cultivate a vision. Read more about how other brands in your sectors are marketing their products/services digitally, what CMS platforms they are using and over time we will effortlessly have a better idea of the way forward.
Not user-friendly
So now that we're mentally ready to move forward and we're gearing up for a few social media ads or email marketing platforms for exclusive promotions, we find that the platforms are not user friendly. At this point, it is important not to get overwhelmed and instead find support to either learn the necessary skills or delegate to someone who has the necessary know-how.
Lack of consistency
As with everything, there needs to be consistency in content curation and brand communication across the various channels. This will take a few iterations and some time to see results, but the point is not to get discouraged as every brand reaches its potential by going through this stage.
Lack of an in-house team
It takes a few dedicated people to create the content, put it online, reach out to customers through various channels, analyse the data and response, and iterate the material to achieve the desired goal. This takes time and effort and therefore a team. Once you have a dedicated team working on developing, implementing and iterating a strategy, nothing can stop you.
I hope these points help you get into the digital transformation game your brand needs. Small steps lead to big achievements. We don't know which one will bear the sweetest fruit for us, so it's best to keep shooting until then. At least we're in the game now!
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