Three Ways Marketers Can Drive Digital Transformation

Shot of coworkers in a meeting superimposed over a cityscapehttp://195.154.178.81/DATA/i_collage/pi/shoots/805035.jpg
SHARE
THIS



In this digital age, business success is increasingly being measured against keeping pace with technological advances and customer behaviour. In this guest piece, Bill Binch, ANZ MD at Marketo, tells us why marketers should be the ones driving Digital Transformation in their organisations.

As consumers become more digitally savvy, confident, and dependent, businesses need to transform their offerings to align with this precedent for digital. The customer-centric role of marketers makes them suitable drivers of digital transformation within their organisations.

They have transformed from being a service component of the business, with the purpose of feeding leads to sales, into a critical competitive foundation of the business with a seat at the revenue table.

So how can marketers implement innovative digital strategies and meet revenue goals at the same time? Here are three ways they can get started:

  1. Understand customer behaviour

Marketers know better than anyone how important understanding customer behaviour is. Profiling audiences grants them the ability to uncover the truth and obtain valuable insights about consumer trends and habits. Understanding audience behaviours also allows marketers to address them as individuals and establishes the critical foundations for implementing personalisation (as discussed in point 2).

Marketing automation, for example, is just one tool organisations can use to understand their customers’ behaviours and begin to create a more accurate picture of their audience. This invaluable marketing tool has transformed over the years into a scalable, behaviour-based engagement marketing platform, allowing marketers to understand what people are really doing, beyond what they just say they’re doing.

As the amount of customer interactions continues to grow, it’s imperative to listen and speak to consumers in meaningful ways at every stage of the customer journey.

By putting in the time and effort to understand customers on a deeper level, marketers are able to connect emotionally with their audience and identify target consumers across genres.

  1. Personalise the customer experience

With their unique access to technological tools, marketers are in lock-step with their customer and understand how the right innovative technology and data supports the ability to be personal. With this, they are starting to shape entire organisations around this concept.

Personalisation, when done right, should not look like marketing, but rather feel like a great experience. It should leverage rich customer information in real-time and deliver messages consistently across channels.

One way to deliver a consistent, cross-channel experience to buyers is to integrate personalisation capabilities into the primary channels they access, such as an organisation’s website—the hub of marketing activities.

Leveraging a web personalisation solution is an effective way to treat buyer’s as unique individuals and make marketing more effective by delivering relevant, personalised experiences based on the preferences buyers have exhibited.

  1. Engage with customers to build stronger relations

True digital transformation is a journey with multiple layers. In addition to focusing on customer retention vs. acquisition, marketers also need to look to constantly improve customer engagement. Without adequately understanding their audience, and tailoring messages to individuals (tips 1 and 2), adequate engagement cannot be achieved.

In today’s environment of content overload, customers are bombarded with messages and are tired of being talked at. They want to be engaged with. Using tools like marketing automation, marketers are able to conduct 1:1 dialogues, daily and at scale.

Becoming customer-centric means knowing your customers and engaging them through their preferred channels with relevant messaging. This is what earns marketers “the right to be heard”.

Armed with this knowledge about the customer, today’s marketers will move beyond striving for a seat at the revenue table, to earning a place as the primary driver of digital transformation across their business.

 

Please login with linkedin to comment

Latest News

State Vs State: Which Aussies Travel The Most?
  • Marketing

State Vs State: Which Aussies Travel The Most?

Australians from NSW and the ACT take first place when it comes to travelling overseas, whereas Queenslanders are the keenest on domestic trips, according to new research from global online travel booking platform agoda. The Travel and Tech Study found those in NSW and ACT took an average of 4.8 trips in the last 12 […]

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)
  • Marketing
  • Media

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)

As AFL’s Richmond Tigers and NRL’s Melbourne Storm bask in the glory of their Premiership victories, another war was waging across social media. Sports social content platform 20FOUR today revealed the winner in the battle of the footy codes, declaring the AFL victorious over the NRL in audience engagement during this year’s grand final. Just over 3.5 million people tuned in to watch the […]

by B&T Magazine

B&T Magazine
Chris Gayle Claims Fairfax Journo Was Out To “Destroy” Him In Defamation Case
  • Media

Chris Gayle Claims Fairfax Journo Was Out To “Destroy” Him In Defamation Case

West Indies cricketer Chris Gayle has told his Sydney defamation trial against Fairfax Media today that one of its journalists was out to “destroy” him following a series of articles in The Age that alleged he exposed his genitals to a female masseuse during the Cricket World Cup in Australia in 2015. In the NSW Supreme Court today, […]

by B&T Magazine

B&T Magazine
Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne
  • Advertising
  • Marketing

Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne

After successfully launching in Sydney and Brisbane in the past year, Mentor Walks has announced it is expanding to Melbourne with the help of some female industry leaders. How Mentor Walks works is through a small group of senior female executive leaders who agree that, when they are available, will be part of a monthly […]

App Annie Announces New Managing Director For APAC
  • Technology

App Annie Announces New Managing Director For APAC

App market data and analytics company App Annie has announced the appointment of Cindy Deng as its new managing director for the Asia-Pacific (APAC) region. Deng joins App Annie with more than 18 years’ experience in enterprise IT, digital advertising, data analytics, and data management. In her most recent role at Turn, she was responsible […]

New Editor For GQ Australia
  • Media

New Editor For GQ Australia

Unfortunately, it's no more Lowes or Roger David for Michael Christensen after being named fashion organ's top tamale.

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]