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What is the impact of Digital Transformation (DT) on marketing?

The need to integrate digital transformation at the heart of its marketing strategy is recognized by a majority of companies, according to the barometer Adetem In 2018, digital transformation is constantly evolving in the minds of marketing professionals compared to 2017. 66% of marketers valued customer experience as a priority in 2018, followed by the integration of digital with 63%. The impact of digitalization has been seen through purchasing behaviors as well as business models that have been disrupted, bringing their share of opportunities to be seized by marketing teams. digital marketing transformation is a response to new consumer habits.

The business model challenged

Digital transformation was first seen as a process of optimizing internal business lines, improving responsiveness, switching from paper to digital or supporting teams in their changeover to digital.

However, the phenomena of uberisation (AirBnB, Blablacar, Uber...) quickly made us think that the inner circle was far too small, add to that the disruptive solutions with the Internet of Things, drones, 3D printing and Big Data, and the existence of your company on the market can be completely called into question.

In addition to the consumer's seizure of power in the virtual realm, the risk of extermination by digital technology then takes three forms: dematerialization, disintermediation and disruption.

The impacts of digital transformation on new uses

The customer is king, and in an age of digitalization, this adage has never been more true. The customer is the one who controls everything and all the time, going from an informed consumer to a mobilized consumer thanks to the evolution of the web:

  • All it takes is an Internet connection for him to give his opinion and shape a brand's reputation.
  • He is in the throes of becoming Mobile First, which gives him the power to buy what he wants, when he wants, where he wants.
  • He transformed marketing by moving from 4Ps (Product, Price, Place, Promotion) to 4Es (Emotions, Experience, Exclusivity, Commitment).

Examples of applications giving power to the customer are flourishing on smartphones, such as Yuka, the scanner for food and cosmetics that deciphers labels for the consumer, the results of scanning his smartphone will shape the way he uses it, brands are losing the power to encourage consumption and must rethink their model of approaching the consumer.

Inbound marketing in response to new uses

The rules of the game have changed, the business market environment is affected and companies are forced to rethink their strategy to adapt to these changes.

It is quite naturally that the marketing teams were called upon since they are the ones who know the customers best.

Digital transformation has given marketers unlimited access to almost infinite data about their customers (the famous Big Data), in other words a gold mine to exploit to transform customer relations and personalize offers, particularly through new technologies.

The resulting new marketing strategies put the focus on :

  • Interaction with customers
  • The digital collection of information from these customers
  • The use of new marketing channels

All these are opportunities that digital offers to reach, convert and engage customers through previously inaccessible access points.

This is where inbound marketing comes in, by focusing on the customer's buying experience, this new marketing approach It makes it possible to propose an offer adapted to the needs of the consumer and to anticipate his expectations.

A 3.0 marketing of ultra-personalization

Today's consumers want to be treated as humans whose needs go far beyond consumerism. 3.0 marketing makes obsolete the traditional product and consumer-centered models to focus on values and emotions.

The strategy to be defined by the marketing directors must be consistent with the company's values, reason and culture: creating a Facebook Page and gathering a community around interests is no longer enough, it is a question of developing a real relationship, of being in symbiosis with it by creating a climate of understanding and listening, by which you can understand its way of making its choices and guide it in its decisions, particularly with the very human (and humorous) attitude of Decathlon's community manager Twitter.

The challenges for 2019

Marketing teams will need to leverage the true relational and multi-channel experience with the consumer, using creativity in their digital presence to differentiate themselves from their competitors. Take the Internet and mobile phone market as an example. By offering unlimited access, some operators have not only turned the market upside down, they have rethought the rules of the game, which has had two consequences; the immediate capture of customers and the brutal marginalisation of competitors.

Today, companies are digesting the digital revolution and consumer empowerment, and it is clearly in their interest to think of an economic model where the perception of value is renewed, particularly through real-time understanding and connection with the customer, the development of cooperation with the mobilized consumer and the exploitation of technology as a whole and in this sense.

à propos de l'auteur.e : Swann Le Moigne

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