Digital marketing transformation is a journey that involves evaluating and improving the effectiveness of your organization’s current digital marketing.
The process of digital marketing transformation is fundamentally about aligning an organisation’s digital marketing efforts with its business goals and objectives. It involves evaluating and improving the effectiveness of your organization’s current digital marketing, and making the necessary changes to better reach and engage the target audience.
Each organisation is unique and will have its own specific needs and goals. So there is no one-size-fits-all approach to digital marketing transformation.
However, there are some common steps that many companies follow when undergoing a digital marketing transformation.
Here at Webbuzz we have developed our own four-step process, honed over many years of client engagement. It is proven to work across multiple industry verticals:
1. Discovery phase
a) Map OKR’s.
We hold workshops with key people in the business to identify the business goals and objectives. We use the Objectives & Key Results (OKR’s) system favoured by Silicon Valley tech giants to identify what the organization wants to achieve. This helps us prioritise our digital marketing efforts for maximum effect.
b) Audit.
We conduct a thorough review of the organization’s current digital presence. This may include its brand communications, website, content, technology platforms, social media, email marketing, advertising campaigns, and other digital channels.
c) SWOT analysis.
We research competitors and analyse the existing client marketing to identify any urgent gaps or risks. Competitor analysis often uncovers new opportunities.
2. Strategy phase
a) Tech stack.
Projects can require us to design a new marketing technology stack, complete with the mapping of data flows within the new ecosystem.
b) Customer journeys.
Customer experience (CX) is often something that clients have thought little about. We may design, or reimagine, customer journeys within the marketing and sales funnels.
c) Digital strategy.
We create a document detailing the full transformation plan that aligns with the client’s business objectives. It’s the roadmap for the journey ahead, and outlines the specific tactics and activities that will be used to achieve those goals.
3. Implementation phase
a) Project plan.
We design a project plan and load this into our project collaboration software with due dates and deliverables for each piece of work.
b) Client-onboarding.
The client relationship is established; project teams, collaboration boards, and reporting lines are locked in. We also seek access to any digital assets needed for implementation.
c) Production & campaign activation.
We implement the digital marketing strategy with the creation of content, web pages, & marketing automation. We also launch online campaigns & establish data analytics for measurement.
d) Optimisation.
We continuously optimize and refine the digital marketing efforts based on data and insights. We track the results to ensure that the organization is on track to achieve its goals.
4. Review
a) Deep-dive.
After a period of implementation we ‘zoom out’ for a wide-angle view of the project to date. We conduct workshops to assess performance, & the effectiveness of the original strategy.
b) Reflection.
Together with the client, we compare progress against the original OKR’s to celebrate any success, but more importantly, to reflect on learnings from the journey so far.
c) Forward-planning.
We act on the deep-dive and reflection to either pivot the strategy in response to changed market dynamics, or prepare for consolidation and further growth.
It’s important to note that digital marketing transformation is an ongoing process, and organisations should be prepared to make ongoing adjustments and improvements as needed to stay current and effective..
Who are the key players in digital marketing transformation?
The key players in digital marketing transformation vary depending on the size and structure of the organisation. However, the following individuals and teams are typically involved:
- C-Suite Executives: The CEO, CMO, and other executives set the strategic direction for digital marketing transformation and are responsible for securing the necessary resources and support.
- Marketing Team: The marketing team is responsible for developing and implementing the digital marketing strategy, and they work closely with other teams such as IT, sales, and customer service to ensure a seamless customer experience.
- IT Team: The IT team is responsible for implementing and maintaining the technology infrastructure needed to support digital marketing efforts, and they work closely with the marketing team to ensure that technology solutions meet their needs.
- Data and Analytics Team: This team is responsible for collecting, analysing, and interpreting data to inform marketing decisions and optimise efforts.
- Digital Agency: A digital agency can provide expertise and support in developing and implementing a digital marketing strategy, and they can also help with technology implementation and optimisation.
- Customer Service Team: The customer service team is responsible for providing support to customers and ensuring a positive customer experience. They work closely with the marketing team to provide feedback on customer needs and preferences, which can inform marketing decisions.
Collaboration and communication among these key players are essential to ensuring a successful digital marketing transformation.
Should I hire a consultant for digital marketing transformation?
Whether or not you should hire a consultant for digital marketing transformation depends on several factors such as your business needs, internal resources, and budget.
If you have a limited in-house marketing team and require specialised expertise to implement a digital marketing transformation, a consultant can bring in fresh perspective and outside knowledge to help you achieve your goals.
On the other hand, if your company has a strong internal marketing team and the resources to implement a digital marketing strategy, a consultant may not be necessary.
Ultimately, the decision to hire a consultant should be based on a thorough evaluation of your specific business needs and the available options.
