Digital transformation is on everyone’s minds these days. The Internet of Things, Machine Learning and Big Data will have a far-reaching effect on companies and their employees. The good news is: The new way of working is full of new opportunities to operate even more effectively and successfully – especially when it comes to cross-company disciplines such as marketing. We had a look at the most exciting developments for you.
Digital transformation is the most important driver behind the much-discussed next „Industrial Revolution“. How will our work life have changed by 2030? One thing is certain: the internet is fueling further globalization. Together with an increasing demographic shift towards older workers and an associated change in values, this represents the next stage in the evolution of creating value and collaboration. This not only applies to manufacturing. In services as well as internal and external collaboration, digitization opens up new possibilities for companies that know how to utilize it. How? Here some suggestions:
From sales funnel to customer journey: putting the customer experience first
According to a study by Gartner*, 81% of companies expect to compete on the front line “customer experience” over the next few years. With good reason. If customers find their interaction with a company to be “outstanding”, 75%* of them stay loyal, while their attachment and willingness to recommenda company falls rapidly with only “good” experiences. This is not just an issue for marketing and sales, but all customer-facing departments. It’s important to engage potential customers consistently through digital and offline channels, lead them in the purchase of a well-rounded product, and build long-term excitement about the company brand. Digital transformation, machine learning and big data help to make the various touchpoints between customers and companies consistent and positive.
From silos to think tanks: pooling and networking knowledge
Isolated thinking in departments has no future in the world of work. Companies are always perceived from the outside as a unit, making the central collection, use and synchronization of data, knowledge and projects increasingly important. Collaborating across departments and even with other companies is also a rapidly growing trend. Independent service providers and specialists (eg from the creative sector) also regularly come aboard, either on a regular or a project basis. The necessary infrastructure can be efficiently set up and deployed with cloud services and SaaS applications. The accelerating development of smartphones also supports and promotes ultra-flexible, networked collaboration.
Virtual teams: flexible on every level
Not only digital transformation and globalization require a more fluid way of collaborating. In addition, there is a shift in values towards work-life balance, from manual to knowledge work and an increasing desire for home office solutions. The result: teams of various disciplines both from inside and outside the company, and a mix of mobile and stationary employees. Depending on the task, they regroup and work from different locations. Face-to-face meetings take place only occasionally with the majority of collaboration moved into digital space via video calls and collaboration software. This is not just an option for large companies with a hefty IT budget. Cloud and SaaS solutions are also a compact and economical solution for SMEs.
MARMIND Top Tips: Digital Transformation in Marketing
Taking on the customer journey together – Your company’s reputation is created every time a customer interacts with each department. Get everyone on board.
Out of the silo, into the think tank – Use the capabilites of digitization to collect and provide knowledge centrally.
Work smarter with Cloud and SaaS – Collaboration across disciplines and different locations. Cloud and SaaS solutions allow small and medium-sized enterprises a cost-effective entry into the new way of working.
This article is based on various sources, including:
Weißbuch Arbeiten 4.0