Since digital transformation can be explained differently for every company and every entrepreneur, it can be difficult to define a valid definition for everyone. However, in general terms, digital transformation can be defined as integrating digital technology into all business areas. This integration has resulted in fundamental changes in how businesses operate and deliver value to customers. To explain what digital transformation is, the emergence of the internet has become the most effective tool for this transformation. The frequent use of digital services by many potential consumers to reach businesses and access products has dramatically changed how companies operate. While traditional business strategies have not completely disappeared with these transformations, they are transforming and changing due to emerging technologies. This change is known as digital transformation. Together with these transformations, entrepreneurs have entered the process of adapting their initiatives and strategies to adapt to the digital world. In addition, digital transformation has positively affected the marketing department within the company structure. However, digital transformation enables the integration of digital technology into all areas of a business, fundamentally changing how you work and delivering value to customers.
Why is digital transformation important in marketing?
As for why this transformation is so important, digital transformation has given marketers and entrepreneurs the tools to understand their customers in a way they could not do so well before. This not only helps companies make products and services better but also enables them to build lasting relationships with consumers. A business can digitally transform for a variety of reasons. But by far, the most likely reason is that they have to do it because the importance of digital transformation has become undeniable. This can be explained as a necessary condition for a marketer’s survival. When we look at it, digital transformation has increased with the more frequent use of digital technologies in daily life to provide new revenue and value generation opportunities for every operation that can be digitized in a business model or enterprise. This increase has greatly benefited businesses, and it has become almost impossible not to be affected by this transformation.
Digitization includes significant advantages to increasing operational profitability. Uninterrupted productivity, the increase in operational efficiency brought about by digital transformation, is very important for marketing. Along with this efficiency, digital transformation also provides better management of operational expenses. Due to the inclusion of software and robotic automation in the business process, the problems that may arise from human beings are considerably reduced. The uninterrupted operation of robotic automation and high-level software support, which has been used in enterprises, prevents any interruption in the workforce that may arise from human use.
On the other hand, a software-assisted business model always performs more consistently. Due to today’s changing conditions, many businesses believe digitalization will contribute to their operations. Minimizing the errors, problems, or interruptions is important for these business models. In addition to all these, thanks to digitalization, it has become much easier to obtain information about business processes. Unlike traditional business methods, such as using paper for information and handwriting, transactions can be analyzed and improved. And this development is positively reflected in the productivity of the enterprises.
How is digital transformation changing marketing?
As for how digital transformation has changed marketing, artificial intelligence has an important place here. Artificial intelligence has almost rebuilt the world of digital marketing. Despite this radical change, artificial intelligence was a vague term in digital marketing a few years ago. Today, where artificial intelligence is yielding extraordinary results, marketers have learned all the pros and cons of this vague term.
As another example of change, digital transformation has had a huge and unprecedented impact on interaction. Digital media has become interactive, giving people more choices about what to consume and with whom to share. Social media, in particular, has helped people interact with company accounts, ask questions, and get answers. This interaction has allowed marketing to advance at a level that was not possible before digital transformation, and this level has not been possible before.
It introduced some marketing tools that can be much more effective in digital transformation marketing than traditional methods. Specifically, thanks to data and analytics, marketers have much more realistic data on who their customers are. This data was used to personalize marketing. One of the most effective ways digital transformation has changed the way digital marketing works is now the way it personalized content to individual customers.
An example of this customization is tracking a customer’s purchase and recommending similar products. With metrics from social media platforms, tracking individual customers’ interests, making recommendations, and even sending personalized emails based on this consumer behavior before conversion is possible. Became a breakthrough in marketing.
New skills your business needs to drive digital transformation
There are some new features a company needs to drive digital transformation. Having these features are also important elements of the digital world. Digital Acceleration has become an important skill in this sense. For this acceleration, some companies have developed a way to train their employees and adapt them to the new digital world. This means developing employees’ skills with digital roles and making them more comprehensive. On the other hand, Building a Growth Mindset is also an important skill.
This skill, which emerged intending to create an environment where employees can keep up with the mentality change, is seen as a big step toward digitalization. Finally, the role of the teacher or guide in any change cannot be underestimated, and it also appears here. It has become very important for companies to acquire a Learning Culture and to design environments where employees will be motivated while also gaining new talents.
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