Post by account_disabled on Dec 20, 2023 21:46:28 GMT -6
In 1965, it took 3 TV spots to reach Americans, in 2010 it took 120… and not at the same price. And this is where the Internet has changed the situation: Google, SEO, forums, blogs, social networks, video, Opt-in… Therefore inducing new behaviors and new consumer powers (for convenience, I include professional buyers in consumers): they decide the time, the medium, the place, the content, they can avoid TV, they can react and he has a voice; which in return require adaptation on the part of companies (hence digital transformation). Mass advertising in the hope of convincing a few individuals makes less and less obvious economic sense.
We move from interruption to engagement, from one to many to many to many, from Email Data reaction to participation, from ROI to influence and from mass communication to conversations. Many readers may not have learned much from these few lines, but we must put ourselves in context: namely April 2011. Digital transformation is therefore initially a transformation of customers, their uses, their behaviors, their habits and their expectations. Changes that businesses must adapt to. This is what I call digital transformation. Very concretely, this evolution must force companies to move from a self-centered operation focused on internal affairs and products (we hire marketers and salespeople to sell what is produced by the factory) to an operation driven by customers and their needs. and their expectations.
Digital and therefore digital transformation is not an objective, it is a tool. The objective is not digital but to adapt to changes and the modernization of mentalities and practices. Implement digital transformation Implementing the changes caused by this evolution of customers is not limited to an evolution of marketing or the implementation of a CRM. It should rather be a change towards a truly “customer-centric” organization and therefore based on deep customer knowledge. From a marketing point of view, it means understanding that the digital Push approach is only an online transposition of what is done offline, without taking into account the specificities of the web. The Internet is not a mirror of “real life”. On the Internet, the behavior of the buyer or the Internet user is different.
We move from interruption to engagement, from one to many to many to many, from Email Data reaction to participation, from ROI to influence and from mass communication to conversations. Many readers may not have learned much from these few lines, but we must put ourselves in context: namely April 2011. Digital transformation is therefore initially a transformation of customers, their uses, their behaviors, their habits and their expectations. Changes that businesses must adapt to. This is what I call digital transformation. Very concretely, this evolution must force companies to move from a self-centered operation focused on internal affairs and products (we hire marketers and salespeople to sell what is produced by the factory) to an operation driven by customers and their needs. and their expectations.
Digital and therefore digital transformation is not an objective, it is a tool. The objective is not digital but to adapt to changes and the modernization of mentalities and practices. Implement digital transformation Implementing the changes caused by this evolution of customers is not limited to an evolution of marketing or the implementation of a CRM. It should rather be a change towards a truly “customer-centric” organization and therefore based on deep customer knowledge. From a marketing point of view, it means understanding that the digital Push approach is only an online transposition of what is done offline, without taking into account the specificities of the web. The Internet is not a mirror of “real life”. On the Internet, the behavior of the buyer or the Internet user is different.