It’s not about what the tools do - it’s what your organization becomes.
Companies today have to transform and adapt to new and better ways to market their products. With tools like marketing automation and platforms like HubSpot, it’s never been easier to make the leap and embrace change.
However, introducing digital transformation is not easy. Operational disruptions, employee pushback, and confusion amongst management are all serious considerations for companies. However, the benefits of digital transformation far outweigh the negatives. Here are a few reasons why digital transformation is worth it for businesses in the end.
Increases productivity and saves time
Incorporating new technology into your business processes often increases the output of those processes due to avoiding human error or getting more done through automation. For example, online databases that keep customer information are far more effective and efficient than filing systems that are prone to losing information and require long searching times.
Digital tools often replace paper-based instructions or activities. They also help employees stay at their workstations, with messaging applications, scheduling tools, and project management systems enabling them to work without visiting management for guidance. Finally, digital tools help employees achieve objectives faster and easier than if they were left up to their devices.
Example - Coca-Cola - Digital traceability
For many years, Coca-Cola had been using paper for its proof of delivery tickets. These tickets were required to provide proof of delivery in order to receive payment from customers. However, the process had resulted in the company losing 25 million documents each year. To save millions of dollars every year, the company implemented a digital traceability system to digitize their paper-based processes. This streamlined their operations and enabled their employees to spend more time working than looking for or replacing documents.
Creates more opportunities for customer engagement
Digital transformation also presents excellent opportunities for businesses to interact with their customers. Websites, chatbots, social media accounts, easy access to mapping or GPS data, or even something as simple as an online brochure can make the difference for your customers. Digital tools have the ability to offer new lines of engagement to your customers and get them invested in your company and products.
Example - Hasbro - Digital storytelling
In 2012 Hasbro realised that instead of marketing toys to children, they needed to appeal to the parents of those children - the actual people who make the purchase. The company leveraged data to generate targeted marketing campaigns on multiple channels to understand their customers better and recommend toys and games to parents. To capitalise on their new platforms for engagement, Hasbro harnessed the power of digital storytelling through social media and video content, appealing to nostalgia. Their omnichannel marketing approach kept their products front of mind for their customers and engaged with them on another level.
Increases customer service
When your customers have a desire or problem, they want it resolved quickly. Unfortunately, the process of discovering the problem, the cause of the problem, and responding to the customer can take more time than an already impatient customer is willing to part with. Certain digital tools help businesses troubleshoot and deliver faster and more effectively. Some of these tools include an online complaint form, a direct line of access to support, or even AI-powered digital assistants for support staff.
Example - Best Buy - Digital customer service
The American multinational retailer Best Buy had teetered around the $23 dollar mark for their share prices for a long time. The competition from Amazon's same-day delivery service was edging them out of the market. Their new CEO adopted an innovative digital-first perspective that led to the company's transformation into a digital technology leader. Through the use of digital marketing, customized assistance, and AI-powered recommendations, they improved delivery times, engaged more relevant customers, and instituted a new price matching algorithm. As a result, their stock price rose from $23.70 in 2012 to about $108 today.
Keeps the business competitive
With other companies digitally transforming, customers have begun to expect the businesses they interact with have some sort of digital presence. The COVID-19 pandemic has further accelerated this expectation, with most people doing business and accessing entertainment online rather than in person. If your business does not provide any relevance through digital means to its customers, your competitors will.
Example - LEGO - Mobile applications, media and games
LEGO was a household name from the 1970s to the early 90s - however, this changed, moving towards the new millennium. From 1993, the company suffered a steady decline as the toy market became more competitive and accessible. By 2004, LEGO was close to bankruptcy. Realising that a dramatic shift in strategy was needed, LEGO focused on digital means to promote their products and generate new revenue, primarily in the forms of movies, mobile games, and mobile applications. LEGO achieved an EBITDA margin of 37.1% in 2014, an increase of 15% since 2007. In 2014, the first LEGO movie achieved revenues of approximately $468 million with a production budget of only $60 million. They accessed new generations of consumers while differentiating themselves from competitors in a profitable way.
Increases sales through agile marketing
Digital tools and transformation help businesses save more money by eliminating waste and errors and increasing sales through new customer opportunities. Digital transformation enables businesses to reach further than they ever could without the assistance of the tools available today and react proactively to shifting market conditions to earn greater rewards.
Example - Under Armour - Digital trend analytics
Under Armour started as an athletic apparel company but has grown into something much more. With ‘connected fitness’ platforms that track, analyze and share personal health data from customer phones, the company went from offering fitness clothes to tangible ways of getting healthier. One example of Under Armour using their digital transformation to their advantage was when the Baltimore-based company identified walking and fitness trends in Australia. This prompted them to deploy localised marketing and distribution ahead of their competition in the region.
Now that you understand what digital transformation is and why it’s a good thing, you need to know how to achieve it for your own business. One of the best ways is to work with an industry professional - like Demodia.
Let us guide you
True, lasting digital transformation demands hard work, dedication and the knowledge to make it happen. Digital transformation isn’t just about adding new tools to your company or automating your already existing processes. It’s about matching insights and assigning resources to ensure your customers and employees have the best experience possible.
Here at Demodia, we use 3 simple steps to help you digitally transform your business for the best results possible:
- Book your consultation - This is a free meeting to review your current tools, systems and goals.
- Build your digital tool set - We explain the process and guide you through the tools you’ll use. We also support you and help train you to do it yourself.
- Grow your business - Watch the new business roll in through the right tools and applications.
Contact us today, and let us guide you to accomplishing more for your organisation through digital transformation.
