Digital Transformation (8/15)
Digital transformation and marketing
In the same way that the customer experience is a catalyst in many digital conversion projects, but also has become fundamental in marketing, services and customer-facing processes.
Marketing is one of the many areas in digital transformations take place (even leading to confusion with which the transformation of digital marketing is used as a synonym for digital processing).
The route of digital customer data and data-based marketing, Social CRM, contact center and – again – the customer experience are important elements in this regard. The imperative of transformation of digital marketing is driven by changing customer behavior and expectations before anything else.
With the end of the sales funnel and fragmentation in progress a reality to the increasingly digital customer by which control has shifted in mind, marketing has no choice but to transform and work together with other divisions as IT and customer service, to name just two. This also has implications for the role of marketing and the changing role of the CMO.
Optimization and connectivity
Regardless of technological developments and the acceleration and the impact of its adoption, a major reason for ‘digital’ is to transform the urgent need for a holistic approach to optimization and connected (to the customer).
For all too long optimization efforts, whether in business processes, optimizing marketing of improving the level of customer service, there has been disconnected way and silos. In an increasingly connected to the client environment, worker, partner and other stakeholders, this simply is not possible.