Over the last decade technology has revolutionised the way people live and how businesses operate. According to Statista, the number of global smartphone users is predicted to reach 2.87 billion by 2020 and the number of internet users reached 4.13 billion in 2019.
The rise in internet and smartphone users hasn’t gone unnoticed. In 2019, The Institute of Practitioners in Advertising (IPA) reported an average increase of 11.1% in companies’ budgets for digital marketing.
In a time of technological change many B2B tech and telecoms companies are looking to shift their traditional marketing strategies to support digital channels. These businesses are recognising the need for a digital-first approach and how it will be key to delivering a successful marketing strategy in the 21st century.
From past experiences when working with B2B companies, transformation doesn’t happen overnight. This is why we’ve created a 3 step 90-day action plan with achievable outputs to ensure your transformation from traditional to digital is seamless and successful.
Step 1: Set a KPI for Digital Maturity
Traditional key performance indicators (KPIs) are set to measure company growth and revenue. In order to become a digital-first marketing organisation, you will need to set a KPI for digital maturity. This measure will allow you to ensure your organisation is able to adapt and compete effectively in an increasingly digital environment.
By carving out a KPI for digital maturity, everyone in your organisation from CEOs to individual departments are all striving towards the same goal, avoiding any friction at any business level.
Step 2: Redefined Marketing Team
When transforming from a traditional approach to digital it’s important to redefine your marketing team. A digitally mature marketing team will possess the expertise across channels such as email, search engine optimisation (SEO), display and social.
In making this move, you will need to ensure you upskill your existing team members to cater for your business’ digital needs and/or hire new employees, who already come with knowledge and expertise within the field.
Step 3: Enhance the Customer Journey
When transforming to a digital-first marketing approach, you can start to enhance the customer journey. Your business can begin to personalise its interactions with customers through marketing automation, allowing you to continuously nurture your leads and actively pursue prospects as well.
It’s also important to utilise the new touchpoints that come with digital marketing. You should start creating content that optimises all digital touchpoints such as social media, your company website and industry-related blogs. This will help to enhance your customer’s journey to finding a solution for their pain points.
Our 90-day action plan to digital marketing transformation will provide you with the steppingstones to incorporate, redefine and enhance your digital strategies for transformation success.
Here at Ilex, we’re experienced in utilising digital marketing for our clients. We are at hand to help you transform from a traditional approach to a digital-first organisation.
If you would like to learn more, book a meeting with us today: