According to a new report entitled “The State of Digital Transformation,” 88% of businesses are undergoing a “digital transformation.” Businesses are realizing the importance of creating a unified customer experience and they are doing this via digital marketing. The report released by Brian Solis of Altimeter Groups defines digital transformation as:
To focus our initial research, we defined digital transformation as a movement under a customer-centric lens: The realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle.
When it comes to the digital marketing transformation, most successful businesses, according to the report, are focusing their digital marketingefforts on social media followed by mobile and search.
Based on the report, the most important digital marketing transformation initiatives are as follows:
- Improving processes that expedite changes to digital properties such as website updates and social media platforms
- Updating website and ecommerce programs to be mobile friendly
- Integrating social, mobile, web, ecommerce and service efforts to deliver a frictionless customer experience
There are some challenges that companies are facing in order to achieve the digital marketing transformation such as creating a shift in company culture and thinking beyond a ‘campaign mentality” in digital strategy efforts.
The overall goal for businesses undergoing a digital transformation is to enhance the digital customer experience. In fact, 46% of overall study participants aim to overhaul customer service to meet the expectations of digital customers by adjusting their digital marketing strategy. Based on the report, the businesses adjusting their digital marketing strategies anticipate the following performance-oriented benefits:
- A lift in customer engagement
- Improved customer satisfaction
- Higher digital traffic
- Increased lead generation/sales
Overall a digital marketing transformation impacts the bottom line and helps businesses access the real online customer experience. And as the consumer journey continues to shift, it’s imperative for businesses to adjust their digital marketing strategies to invest in the ever changing digital customer experience.
About Alan Moore: Alan started his career in 1999 as an Marketing Consultant and is the owner of www.ExtraPatients.com. Over the years, he has migrated his focus of expertise to everything digital. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $3,600,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call to schedule a Free Online Marketing Consultation for your practice.
To read more of the article that inspired this blog, please visit:http://www.searchenginejournal.com/88-organizations-undergoing-digital-transformation-according-study-brian-solis-altimeter-group/111957/