Why we need to move from digital marketing to marketing in a digital world
People (that would be us), both young and old, are today managing a great deal of their professional and personal life with the support of digital tools and devices. Think about it, you blend the offline world with the online, constantly changing you behavior according to your need at that specific moment. And you are now unconsciously starting to expect brands to change accordingly and tailor the experience just for you. Am I right?
Whether you are ordering a taxi, booking a vacation, speaking to your best friend or buying groceries, you are more and more expecting the experience to be tailored to your device and needs at that specific moment.
Technology has forever change the way we live, work, shop and socialize. While some companies are still struggling with this transition of power, savvy marketers have seen this change and moved from the silo called “digital marketing” to marketing in a digital world. They know that digital is now an integrated part of people’s everyday life and they recognize that as little as people separate digital tools, services and products from everything else, as little should marketers.
While some industries, like the travel industry have already made the jump to the digital world, some are still struggling in the old ways of marketing, trying to figure out what and how to change. Lost in transition.
Digital is so much more than one channel, one tool, one department
What we need to grasp is that digital is not just a channel or tool for pre purchase marketing, it is a toolbox full of possibilities that can transform a brands communication, product portfolio and service capabilities.
Digital solutions give a brand the power to enhance a physical consumer experience. It provides the capability to tell the brand story at the same time as it connects marketing activities directly with conversion and loyalty, making it possible to track ROI much more effectively.
Digital capabilities also gives marketers an opportunity to step into bigger shoes and move closer to the business strategy by finding new creative digital driven business models. But bigger shoes means bigger responsibilities and expectations. Companies now often look to the marketing department (with every right!) to drive profitable growth.
We are still transforming how we do marketing and connect with consumer in a digital world. But there is no doubt that we as consumers live and breath digital. Now is the time for us as companies to do the same and use real time data and consumer insights to design value driven consumer experiences that builds both business and brand desire. Do it before it is too late.
Some food for thought when looking at your digital transformation
- Integrate offline and online experiences
Stop regarding digital as one separate discipline and/or channel. See it as a toolbox full of different tools that can transform your communicate, product portfolio, service level and branded consumer experiences. Your marketing strategy needs to be formed with a digital centric approach, not the other way around.
- Modernize your planning processes
“Analyze, design, test, track, refine, repeat” are the magic words from now on, not “plan, design, activate, evaluate”. You should be able to move fast and refine your plan as your activities unfold. Why? Because you now can and therefore go from megaphone marketing to one-to-one dialogue.
- Form agile teams
Rethink your marketing organization set up and ways of working. Now is the time to move away from hierarchy and towards and agile, democratic organization that works together towards clear objectives.
- Collaborate between functions
Tear down the walls between marketing, product development, sales (specially digital commerce), and customer service and make them into integrated teams collaborating on the consumer experience.