Approaching Digital Transformation With a Marketing Mindset

Marketing Strategy — Wed., Feb. 10, 2021

Digital transformation is often siloed in IT departments, but marketers should play a critical role in their companies' digital maturity. As digital channels become more crowded, brands must differentiate themselves while pivoting their customer journeys. B2B marketers must find new ways to engage with customers, such as through hyper-personalized B2C tactics, social media, and email marketing. By capturing the essence of an in-person client experience on a virtual platform, companies can spread their reach and awareness.

A marketing mindset is critical for digital transformation, as the wrong tools and processes can prevent companies from understanding their customers. Companies should look for platforms that enable document collaboration and secure transfers, and use marketing analytics tools to ensure a customer-centric experience. A unified marketing and IT strategy is needed to achieve customer-centric digital transformation.

To build loyalty with customers, companies should focus on education and thought leadership, deliver an enhanced digital experience, and integrate internal and external communications platforms. Responding to customer needs requires a one-stop user experience that brings the benefits of in-person engagement to their devices. Marketers and IT teams must work collaboratively to provide users with the tools they need.

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