Digital transformation can sound like a buzzword. Or a term that enterprise people use. Or big firm management consultants. But in truth, small-to-medium companies do it without calling it that. And new and growing companies do it right out of the gate, rather than as a transformation project.
It’s worth considering what is the real intended meaning of the term and how does it apply to marketing.
In some ways it’s the evolution of IT change management or continuous improvement projects.
But it’s more than just rolling out new digital products or digitizing what you do now. Marketing has been doing that for a long time already.
It’s considering how digital can be used to change or overhaul business models, operational processes and how we engage with customers.
It’s finding ways to better connect with the right customers in a personalized manner. And making that easier for them and for us.
Given that, I strongly believe that it’s not something that IT should run with alone. In fact, I think digital transformation projects benefit when Marketing is considered the internal customer. What I call the client.
I believe Marketers are ideally positioned to steer digital transformation strategy. Marketing understands why transformation is beneficial for the customer and the business. IT can own how once Marketers clarify the why.
It’s interesting, because Marketing is used to be the voice of the customer, not the client. So in some ways it’s a different seat at the table.
In my blog post this week, I discuss some of the things that can help Marketers ensure they hold a seat at the table and influence what needs to be done
>>> Head over to the valueSTK blog to hear more!
Is this something that you are dealing with today?