Digitisation is a business phenomenon that has transcended all industries. Marketing, for example, has gone largely digital. From lead generation and customer management to social media advertising, it’s hard to imagine any business that has not done a digital transformation of their marketing. If you’re looking to do the same, here are 4 questions to guide you through the process.
1. Why do you need to digitise your marketing?
The answer to this question will help you:
a. Set priorities in terms of hardware and software
b. Establish metrics to measure the success of your transformation effort
c. Track the progress
Whether it is to automate your email marketing or address sales queries using chatbots, the reason for embarking on this transformation will ‘hold the pieces’ together as you march towards the end goal.
2. What do you need to do to achieve these goals?
The tasks ahead, the volume of work and people involved in it will impact on the critical path to success. It’s advisable not to underestimate the resources you’ll need to invest in to achieve your desired goal. Striking a balance between urgency and pragmatism in terms of timeline and budget is essential. With careful planning, the path ahead may not be as rocky as some have argued.
3. How can you get everyone on board?
As with any systemic change, getting everyone’s buy-in is vital to the project’s success. They need to see the value of the transformation, not just for the organisation but at the individual level as well. Their cooperation and active participation contribute towards a smoother implementation of the strategy. Furthermore, their feedback will be invaluable in fine-tuning it.
4. Where will the competitive advantage lie?
Unless your digital marketing strategy lends you a competitive advantage, it can be a futile exercise. Keeping up with the Joneses of digital marketing doesn’t make business sense. Hence, it’s important to pit your strategy against the competition to determine where your competitive advantage lies.
To learn more about implementing an effective digital marketing strategy, book a consultation with us today.