The old era of traditional marketing has long passed. Today, it is easy to collect information about customers and get to know them to respond faster and measure the effectiveness of your marketing. The phrase “digital transformation” has been buzzing on everyone’s lips for some time now. While some marketers believe a new website or a status update on LinkedIn equals digital transformation, real life experiences show the opposite.
According to Wikipedia, digital transformation refers to the changes associated with the application of digital technology. Each function and department in the organization can use digital to transform their business processes and the way they work– from sales and marketing to customer service, HR, finance and product development.
A long-term approach that changes the way we do business
Due to the changing nature of technology, digital transformation is not a single, one-time project that needs to be completed over night. It’s a long-term strategic development and evaluation of organizational, technological and operational approaches to using digital as a means to improve status quo.
A global study
found that maturing digital businesses are integrating digital technologies to transform their overall business processes. Less-mature digital businesses are using individual technologies to solve separate business problems.
Customer experience is at the heart of digital transformation
To be able to serve customers in a global age, businesses are investing in technology and adjusting to new ways of approaching customer experience.
A recent online survey of 396 organizations conducted by Forrester Consulting
showed that 21 percent rated “improving the customer experience" as a top business priority for the following year. In the report, Digital Transformation in the Age of the Customer, Forrester found that companies who are focusing on digital transformation are using digital ‘to help them sell profitably (58%), quickly (51%) and with superior customer satisfaction (48%)’.
73% of businesses say that their digital customer experiences meet their customers’ expectations. However, only 5% feel that they are actually exceeding expectations. To attract, win and retain customers in the digital age requires an aligned effort from the entire organization. The organizational culture as well as the right people must be in place before choosing the right technologies.
Enrich the customer experience using DAM
Businesses are using multiple communications channels to engage with the people that are interested in their brand. The coin is flipped. As customers are flooded with endless sources of information, they have increasingly high demands for relevant content to serve their needs anywhere and anytime. In the format of their choice. On the device they are using right now.
Each piece of digital content that your brand delivers across different touchpoints, whether it is visual or written, form the total customer experience.
How does DAM support digital transformation?
DAM provides businesses with a central repository to place all rich media content and business critical assets while optimizing every process from upload and management, to search and distribution on multiple channels. Global brands use digital asset management as a single source for brand assets. DAM enables them to share relevant content to the right people at the right time, ultimately achieving a faster time-to-market. In a world where success is defined by pace, agility is crucial.
For instance, a Digizuite customer, the British Medical Association, is going through a major transformation
that places digital at the heart of the organization and ensures digital is part of its DNA. The keyword is integration. By integrating their centralized digital asset management system with Sitecore and other key tools, the BMA ensures brand compliance in every new piece of content they produce.
Their Digizuite™ DAM system enables and supports an integrated approach to the entire content life cycle, including storage, management, development, conversion, distribution and re-use of all image, infographic and video content and brand elements on multiple channels. This enables their employees to be more effective in their job and successfully perform creative processes while saving time through automated and optimized digital workflows.
Where to start?
The success of a digital transformation strategy depends on a well-defined set of objectives. Organizations who have yet to mature usually focus on separate technologies for different purposes, while digitally mature organizations develop digital strategies to transform the entire business.
As with any new strategy and purpose-driven approach, it fundamentally starts by looking within. Consider looking deeper into the following areas:
- What is our biggest challenge today that digital can help us solve?
- How can we improve and optimize the way we share knowledge and collaborate internally and externally?
- What can we do to protect our brand?
After reflecting on these questions, you will embark on a new, transforming adventure that will forever change the way you do business.
For more inspiration, explore our infographic on how to become a successful digital business.