Benefits of digital transformation for company marketing

How to gain customer attention at the lowest possible cost? How do you acquire new audiences and continuously strengthen your market position? These are frequent questions for marketing managers who, with limited budgets, need help to make their activities as effective as possible to ensure a steady flow of orders for the company. Digital transformation is a process that makes it easier for marketers to carry out promotional campaigns with great precision and efficiency. It also makes it possible to permanently strengthen a company’s position, leaving the competition far behind.

Digital transformation for marketing companies and businesses

Cutting-edge technology, regular and targeted data acquisition, and efficient customer service are some of the effects of digital transformation, essential for effective marketing, regardless of scale. Thus, digital transformation guarantees many benefits for large marketing agencies and businesses with their marketing departments. 

Definition of digital transformation

What is the digital transformation phenomenon actually about? In the first instance, it is a change in how a company thinks, a different approach to management, and an effective way of operating. New technologies are merely the result of the above and a means to achieve particular goals. 

Changing the mindset is about focusing on the data that drives sound decisions. It’s also about building the right processes so that chaos and excessive improvisation, which rarely prove effective and even more rarely cost-free, disappear. 

Based on modern technology’s intended use, action speeds up individual processes. This affects, among other things, the rapid drawing of conclusions, efficient customer service, or immediate data analysis. This, in turn, makes it possible to optimize and thus increase the effectiveness of the action taken (such as an advertising campaign).

Key benefits of digital transformation

1. Quick access to data

Data is critical to achieving highly effective marketing efforts. They allow you better to understand customer behavior, preferences, and demand. How to acquire them? Preferably on a large scale. And this is where digital tools are essential to make this possible. 

Web pages

One of the first examples is web analytics, i.e., verifying customer behavior on a website. Using Google Analytics, for example, you will check the traffic on the site, the source of that traffic, or the time viewers spend on the company’s site. You will quickly discover where you are getting most of your audience from and which channels are worth investing in. You’ll also cut off ineffective activities, lowering your costs. 

Social Media

Social networks are a mine of information, both quantitative and qualitative. By maintaining an account, you can learn about customer opinions on specific topics, but you will also read data on the reach of individual posts or ads, the number of reactions, or completed purchases. With this data, you can quickly learn about customer preferences and the effectiveness of individual actions, which you can optimize in real-time. 

Mobile apps 

Nowadays, mobile apps are an increasingly popular tool for marketers. Many apps require registration, prompting users to leave valuable data. App owners can analyze customer behavior, preferences, or location – allowing them to create even more precise and tailored offers.

E-commerce platforms

Abandoned shopping carts, order history, or propensity to take advantage of promotions are just a drop in the ocean of data you can obtain by analyzing customer behavior in online stores. 

Centralized online data centre

Business leaders are increasingly aware of data collection and processing opportunities. However, it is much more essential to analyze and effectively use the available resources consciously, and this is much easier if the company uses a single global data source that collects all customer information. 

Very often, it turns out that data is scattered in many departments of an organization, but one global system is missing. Digital transformation eliminates such a situation by introducing a transparent, centralized access system that benefits the entire organization.

2. Better matching of offerings to customer needs

Collected data – the continuous collection of data – is fundamental. However, the critical role of a company is the customer, or more precisely: a positive customer experience, which is the fuel for further business growth. 

Therefore, due to digital transformation, companies are learning to collect data and use it effectively to be even more responsive to market needs. 

Examples include product recommendations based on past customer behaviour in an online store. It’s also customizing the content of mailings to specific audiences or tailoring advertising campaigns to users’ preferences. Data is also used in the process of creating a product so that it is tailored as much as possible to customers’ requirements.

3. Precise communication tailored to the audience

Digital transformation is helping to strengthen customer relationships. Digital tools allow companies to communicate more effectively and efficiently with their audiences and respond to their needs in real-time.  

Regular mailing of newsletters and contact with customers on social media, chatbots, or mobile applications – provide the company with standard, personalized, and effective communication with a large audience, which would be impossible to contact without digital technologies.

4. Higher level of customer service

In recent years, the fastest to gain a competitive advantage are those organizations providing excellent customer service. How can you leverage digital transformation to achieve the highest level in your industry?

The answer is process automation, which is worth incorporating to optimize the efficiency of customer interactions, order fulfillment, after-sales service, or feedback acquisition. 

Today, there is no way not to answer a customer’s question immediately, and the race for repeat orders begins during ongoing transactions. Based on these, recipients decide whether they are satisfied with the timing, form, and manner of communication – and whether it is worth repeating in the future or better to abandon the brand in favour of the competition permanently. Who can afford the second option? The answer comes to mind, which is why digital transformation processes are so crucial to the competitiveness of companies.

5. Increased efficiency in acquiring leads

How do you get more leads and orders? Also, through digital transformation – if you’re interested in large-scale change, of course. Each of the aspects described above – from data acquisition and informed use of data, to the personalization of your offer, to communication or excellent customer service – will indirectly impact building a positive image of your company. Thus, you will tremendously increase your chances of new orders. 

However, these are only some of the opportunities that digital transformation offers. One tool that effectively assists in acquiring leads and increasing the number of transactions is marketing automation. Thanks to automated marketing processes, it is possible to run advertising campaigns more precisely and effectively. Marketing automation tools allow you to personalize your message, select appropriate communication channels, automatically generate content, and distribute it. This way, you will reach your target audience more effectively and encourage them to buy.

6. Lower customer acquisition costs and better promotional campaign rates

The greater the precision of operations, the better the tailoring of your offerings to your target audience, or the more significant the development of process automation to relieve the burden on human resources – the lower the cost of reaching customers. In addition to using data to optimize operations, it is worthwhile to constantly introduce additional digital solutions that will further enhance the effectiveness of your company’s marketing. 

One example is whisper marketing on social media. Customers fascinated by new products from your offerings can share their opinions on company accounts. A manufacturer’s or distributor’s information will never be as credible as a recommendation by another user if, of course, his profile is genuine and does not evoke any negative associations. 

So it’s worth building a community by providing it with well-tailored content (not necessarily the most interesting to you, but most importantly to your audience). You will then gain ambassadors for your brand, who can repeatedly perform “no-cost” advertising for you. Take good care of them!

7. Strong competitive position

To build a solid competitive position is to instill a readiness for continuous change in the organizational culture. It’s a mindset of constant development, open to the use of new technologies and new digital processes. A company wishing to achieve a strong position in its industry must put its audience at the centre and continuously strive to enhance positive customer experiences. The role of marketers is not only to work in this direction, but also to convince the rest of the team that the entire company should follow a similar approach, 

In the long run, digital transformation brings undeniable benefits to the company. It takes time to catch up with an organization that relies on precise data and can use it to build a tailored message and a perfectly tailored offer.

Being a customer, on the other hand, it is impossible to turn away from an order proposal that refers to previous purchases – complementing them to the point, especially if the offer comes at the exact expected moment and saves a specific amount thanks to specially prepared discounts. 

Marketers can easily estimate the effectiveness of their actions thanks to the ability to analyze data in real-time. Artificial intelligence, automation of processes, or the potential of social media acquires several options they could only obtain on such a large scale with digital transformation. 

In other words, the great importance of digital transformation today is indisputable. So how are digital processes being carried out in companies?

How is the digital transformation process going?

The prerequisite for a successful digital transformation and digitalization of marketing is to carry it out according to strictly defined stages. The first is to review the company’s strategy. This involves a thorough analysis of the goals and business plans that are needed for success in the long term. The next step is to analyze the audience and verify the company’s marketing maturity level, which allows a better understanding of customer needs and the selection of the right tools.

The next step is to conduct a process audit to identify areas that need to be changed and improved. Then choose the right tools to help achieve the goals of digital transformation. 

Verifying needs and problems is the next step, allowing you to adjust your strategy to meet current needs and challenges. The final step is to build and digitize the right processes, enabling better management and streamlining the entire company. 

Digital transformation is a complex process, but companies can carry out it effectively with proper analysis and planning.

Collaboration on digital transformation

To carry out a successful digital transformation, you must choose a professional partner, i.e., a company with a solid technical background and who can confirm long experience working with businesses. Each of these two conditions is indispensable for a successful digital transformation, including the digitization of marketing. 

Digital transformation projects and cybersecurity

The extreme digitization of marketing offers great opportunities. However, it’s worth remembering the topic of data protection. Companies must take cybersecurity seriously because of the acquisition and collection or processing of user data. On the one hand, it will allow them to operate legally, while on the other hand, it will strengthen credibility and help increase customer trust, without which there is no chance of leaving their data.

Is it worth investing in digital transformation?

There are indeed specific costs associated with digital transformation. It also consumes considerable resources, such as the time and energy of many people. However, these differ from the enormous benefits a company can gain in marketing, among other things. 

Clever use of new digital technologies greatly accelerates all processes – from acquiring leads to creating personalized offers, communicating effectively with audiences, or analyzing and optimizing activities. 

The precision of marketing activities means their greater effectiveness, which guarantees a reduction in the cost of reaching the recipient and acquiring orders. 

Similarly, automation relieves employees from performing repetitive tasks, giving them space to create new ideas and exciting solutions, differentiating the company from the competition.

With the proper communication, tailored offer, and undeniably high quality of service – there is an increase in the satisfaction level of the brand’s audience, who not only become loyal customers but very often act as ambassadors in the virtual and offline space.

Do you want to carry out a digital transformation in your company?

Apply for a free consultation with Digital Forms.