The Silver Bullet For Successful Digital Transformation

The Silver Bullet For Successful Digital Transformation
Mykayla Carr
By Mykayla Carr
SHARE
THIS



SAP’s most recent Australian Digital Experience Report found that there is still a significant gap in Australia’s digital performance, raising concerns about why Australian brands are failing to deliver digital experiences that delight consumers. In this post, Robin Marchant, global marketing director of software company Squiz, explains why collaboration between Marketing and IT could be the solution for successful digital adoption.

This revelation of a performance gap has highlighted the need for businesses to have an effective and executable strategy for improving customer experience.

The end goal of enhancing customer experience is becoming the same for both the marketing and IT teams. With siloed approaches on the way out, here’s why collaboration between marketing and IT could be Australian businesses’ solution to digital transformation:

Marketing and IT as one team can promote greater organisational unity

Siloed organisations, processes, and systems intensify the operational challenge and prevent the delivery of end-to-end experiences that exceed customer expectations. Different business functions competing to ‘own’ digital can be overcome through cross-collaboration – the cornerstone of digital businesses.

Forty-six per cent of marketing respondents from Squiz’s 2015 State of Marketing Technology (SOMT) report described their relationship with IT as collaborative. For 55 per cent of the IT respondents, this feeling was mutual.

Robin_Marchant digital

Robin Marchant

IT’s traditionally tech-focused role has now shifted gears to concentrate on the customer experience; a responsibility that has until now been delegated to the marketing team. The SOMT report found that 60 per cent of IT workers identify improving the customer experience as their top digital goal.

In a function that would typically be allocated to the marketing team, this demonstrates the continual blurring of responsibilities between the marketing and IT departments.

With both marketing and IT now focusing on delivering holistic customer experiences, effective collaboration between the teams is critical. As customer satisfaction increasingly puts more pressure on the organisation as a whole, open communication between these two teams will become essential for success.

The increasing use of martech can produce actual results for businesses

The reality is that marketing uses a lot of IT, especially for modern forms of martech (marketing technology). There has been a significant increase in CRM and marketing investment, with these platforms enjoying a huge 26 per cent and 70 per cent increase this year, respectively.

It’s clear that marketers are warming up to the benefits of a true customer experience platform that integrates CRM with marketing automation to deliver a truly great customer experience.

Recognising the importance of martech shows encouraging progress, but businesses are still struggling with the consequent steps of using these technologies effectively. Despite heavier investments and swift uptake of the latest technologies, 52 per cent of marketers admit they still struggle to understand marketing automation.

Without an adequate understanding of not only how to use the martech but also how to derive valuable insights from the data, investments into the solutions are wasted. More investment into how martech solutions can provide ROI is desperately needed in order for the trend to prove its dominance.

Customer expectations are increasing across the board, and every business is under pressure to improve their game. The disjointed experiences team silos create can limit an organisation’s success, thus shifting the focus to the benefits of collaboration.

The marketing technology landscape continues to evolve at a lightning-fast pace, providing marketers and IT professionals with more opportunity to connect and engage with a growing digital citizenry.

 

Please login with linkedin to comment

gag brochures robin marchant

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]