WHY IS IT IMPORTANT TO ‘GO DIGITAL’
CONTENTS 01. Who We Are 02. What is Digital Transformation? 03. What is Digital Distruption? 04. The Importance of Digital Transformation 05. Who is Digital Transformation Affecting? 06. User Experience 07. Criteria When Making Your Digital Transformation 08. User Experience - Great Videos Create Growth 08. Don’t Get Left Behind - The Approaches to Digital Transformation 09. Last Thoughs - Be The Next Success Story
WHO WE ARE Bold, Inspiring, Devoted
We are a full service global marketing house for ambitious growing brands striving to be market visible. By becoming their brand and team, we provide our clients with cutting-edge designs, effective campaigns and massive results. We believe great things come from great relationships, which is what allows us to take our partners brands to the next level. Our design, marketing, sales and development abilities allowed us to grow fast within a competitive industry. With this growth we’ve secured multiple international contracts, giving us a worldwide presence. Our partners like the fact that we’re a confident and assertive company who have bold ambitions. From the moment our customers speak to us there’s a genuine, unforced friendliness. Inspiring our customers to be the best they can be, we are devoted to our joint success.
WHAT IS DIGITAL TRANSFORMATION? Digital transformation, put simply, is a shift in business activities, processes, strategies, and models that leverages the opportunities of digital technologies. It involves organisations being able to move faster than competition in order to stay one step ahead of the game; they must be proactive and understanding of both present and future technology shifts in order to reap the rewards of digital transformation.
87% of companies
believe that digital transformation is a competitive opportunity
WHAT IS DIGITAL DISRUPTION? Digital transformation and digital disruption go hand-in-hand: digital disruption happens when a business is significantly challenged by existing companies who have utilised digital transformation. These challenges often come from forward-thinking companies who have come up with solutions that cause a significant shift in customer behaviour.
What causes disruption and transformation? 1. Technical innovations are perhaps the biggest factor in causing digital disruption and transformation. Technology is constantly evolving and both customers and competitors are understanding this. Therefore, there is a constant need to be one step ahead of the game, causing organisations to either welcome digital transformation or become plagued by digital disruption. 2. Customer behaviour and demands - Even before the internet existed, there was always a demand from customers for ease of use and simplicity when purchasing products and services. This demand has only increased with the rise of technology, with customers now seeking a completely simplified and pain-free experience with everything they do and buy. Organisations therefore need to step up and recognise evolving customer behaviour and utilise digital transformation.
THE IMPORTANCE OF DIGITAL TRANSFORMATION Why is Digital Transformation so Important? It’s simple: the digital era is in full-force. Organisations from various industries are beginning to conform to digital transformation, integrating various digital strategies across their business in order to increase revenue and customer satisfaction. It is therefore critical for businesses, big or small, to continuously innovate in order to stay competitive and attract new customers. If a company fails to do so, they will get left behind or eaten up by competitors who are including digital in every aspect of their marketing strategy.
“It’s now imperative that CEO’s leverage the right technology and cross-collaborate in order to provide the best possible experience for their customers.” James Purvis, Rubrik
WHO IS DIGITAL TRANSFORMATION AFFECTING?
There is no question that all industries will be affected by digital transformation and digital disruption. Below are just a few examples of industries that have been disrupted by the shift in technology:
Retail
Construction
Healthcare
It is now easier than ever to go online and purchase your summer wardrobe in just a few clicks. In recent years, the retail industry has been disrupted more than most industries through the creation of apps, and digital in-store purchases that make UX easier and more enjoyable than ever.
Many newspapers, magazines and books have now taken on a digital-only format, with those who haven’t adopted the shift in technology being swallowed up by the ones that have. Nevertheless, print journalism is still alive, but with many journalism courses now shifting the focus to coding, infographic creation and new media innovation, the future of print is uncertain.
3 years ago was the tipping point in the construction industry’s digital transformation, with 53% of construction professionals suggesting that they either had a new digital technology strategy in place or they expected it to be in place before the end of the year. The construction industry is now utilising self-driving trucks, construction collaboration apps, thermal imaging cameras and drones to ensure they are a part of the digital transformation revolution.
The digital transformation of healthcare is driven by the ever-growing population, the rise of chronic diseases, and increasing costs.These factors bring a global need for efficiency and fast access to healthcare information – something that digital technology can provide with ease. The digital health market is expected to exceed £500 billion by 2025.
Financial Services With the introduction of online banking, banks across the globe now need to come up with innovative ways to put the customer first and provide them with complete ease of service. If a retail bank doesn’t research and conform to new technologies, it faces being overtaken by someone more agile and innovative.
USER EXPERIENCE “Digital transformation starts with the customer in mind. A top-notch user experience is a fantastic way to keep customers involved and engaged with your brand in this digital age – it is the key element to making a difference and getting an edge over your competitors.” Sandeep Raut The Digital, Transformation People
User experience refers to the use design thinking or practices to make software, a website, or a mobile app more ergonomic, accessible and easy to use. We believe that UX is not only the key to digital transformation, but it is also at the heart of digital transformation. To really win at digital transformation, user experience should be at the heart of your shift: consumers are always going to pick the company that offer the easiest, quickest and simplest solution.
CRITERIA WHEN MAKING YOUR DIGITAL TRANSFORMATION It’s All About Social Media •
Search – How easy it is to find the site?
•
Consistency – Providing the same experience across all devices.
•
Content – How interesting, original and fresh is the content?
•
Design – Something clean, simple and appealing.
•
Usefulness – How valuable are the features and functions?
•
Credibility – Can users trust the app?
•
Usability – How easy it is for users to use your service?
Patience Is the Key Most brands have caught on to social media by now. You can’t be the first one to crush social media in your niche, so you’ll have to try a different approach. The quality and consistency of your social media content will determine your digital marketing success for the next few years. Patience is the name of the game. If you are humble enough to create great content for your fans without expecting an immediate return, you’ll slowly build a stronger connection with your audience. On the other hand, some brands will selfishly seek a viral hit as fast as they can. This may work for a few marketers, but the vast majority will fail to gain traction. As they pursue an increasingly bizarre list of desperate tactics, they never learn to provide real value to fans. This is a losing proposition.
Social media is another key player when it comes to digital transformation. Social media used to be limited to a few key players: Facebook, Twitter and YouTube, and digital marketers had no choice but to play by their rules. Nowadays, the digital marketing landscape is more like cable TV. Soundcloud, After School, and Kik are three examples of niche platforms with millions of users. Furthermore, improved internet speeds have made video the most popular form of content. You will need to update your tactics to reflect these changes.
The Diversification of Social Media There are more social media platforms now than ever before. This will change the way you approach digital marketing. While Facebook and Instagram still dominate the mass market, popular niche platforms are everywhere. Most brands will not have the resources to be present on every network. Instead, you want to take ownership of your audience by building a mailing list. You can use your social media platforms to create initial interest in your brand. Once people follow you on these platforms, send them to your mailing list. This is the beginning of your fan funnel. If you successfully leverage social media to grow your mailing list, you can then use that list to convert fans into paying customers.
USER EXPERIENCE Great Videos Create Growth Video isn’t easy, it’s difficult and expensive when compared to photography or text-only content. Nonetheless, video is now the most popular form of content on the internet. Television is losing viewers to the world of social media, and advertisers are following suit. This trend is advantageous for most digital marketers, since they don’t have to negotiate with television studios for airtime anymore. YouTube already serves one billion hours of video content per day to its users. This trend is likely to continue. You should invest in a strong video strategy now. Get in the habit of regularly releasing great videos, because that content will only become more valuable over time. Brands that focus on video will be the winners of the next two years.
BE A WINNER! FOCUS ON VIDEO.
DON’T GET LEFT BEHIND The Approaches to Digital Transformation
1. IT transformation
Keep up with the digital shift by understanding the three approaches to digital transformation outlined below:
2. Business Operations Transformation
An IT transformation refers to
With a business operations
technology that transforms
transformation, the business
internally, making the
model remains the same, but the
organisation more efficient and
customer experience, products,
effective. The consumer will
services and core operations are
benefit from an IT transformation;
transformed. A good example
however, they may not be
of this is branch banking
consciously aware of the
transforming to mobile banking –
transformation. HPE suggests
there’s still a place for the branch,
that an IT transformation includes
just not for routine tasks like
techniques such as Software as a
check depositing.
Service (SaaS) and virtualisation.
3. Business Model Transformation A business model transformation typically involves changing part of the supply chain, for example Uber becoming a new supplier in the taxi business. The less predictable and more original the transformation is, the better the results tend to be.
LAST THOUGHTS To succeed with your digital transformation journey, you should adopt innovative approaches and utilise new ways of user experience to interact and collaborate with customers. Although early adopters with a focused digital transformation strategy are seeing the biggest impact, it isn’t too late for any organisation, large or small, to begin their digital transformation and subsequently reap the rewards.
Be the Next Success Story Somebody is going to be the next big winner of the digital marketing world. Will it be you or your competitors? If you put in the work, it’ll be your brand that takes the world by storm. Be patient and create great video content every single week. As people subscribe to your social media channels, convert them into mailing list subscribers. Follow this strategy and you will become a digital marketing success story.
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