The digital transformation of marketing is a huge challenge and may even be slightly daunting. Where should you start? What is important and which milestones should be defined? Here’s a little practical guide for marketers:
Good advice does´t have to be expensive.
How are others going about it? When it comes to such large-scale changes, you’re allowed to peek over others’ shoulders. Especially large companies often publish best practices that you can learn from. And unknown sources of knowledge are often found in-house. Every company has team members with digital know-how. Work groups, brainstorming sessions, or initiatives all provide good ways to bundle expert knowledge. Allies and advocates can be won to design and support pending internal change processes as an interdisciplinary interdepartmental task force. Of course it is best if top management actively supports the digital change and serves as role models with regard to the desired changes.
Take stock, monitor developments and get started.
Before changing existing processes, the status quo has to be determined. Where do we stand right now with regard to our digital marketing strategy? Which processes are either partially or entirely digital today? Where is there a need for action? Where would we like to be? Which market developments, in media and which new technologies or platforms are relevant for our company and our marketing? KPIs and benchmarking have to be defined to make progress measurable. And then you have to proceed step by step. The primary areas of activity have to be prioritized and then addressed one after the other.
After change is before change.
In order not to lose sight of the big picture, you should develop a strategy and a vision that can be used to correct your course again and again. This roadmap should include defined milestones and resource requirements. Once important milestones have been achieved, the success should be made visible for everyone. After all, digital transformation in marketing is not a project that is completed within a few months. On the contrary, a culture of constant change has to be established, in which new technologies are constantly taking hold.
Need more detailed tips pertaining to procedures, benchmarks and background information? Refer to our study Digital Business Transformation.
For more information about the digital transformation of marketing also read our articles Big data, big change? Digital marketing transformation-the status quo and Marketing 4.0 and beyond.