To make your Marketing strategy digital a growth relay, for it to significantly improve your company’s results in terms of turnover, winning leads or customers, fundamental measures must be taken. At TheInvestorsMind, we call them the 11 commandments of digital transformation.
1. The entrepreneur as a digital leader
It is indeed up to the business manager to instil the digital culture, because if he is not himself fully involved in this transformation, the troops will not follow! Everything must therefore start from above. It is up to him to brief his lieutenants, to define the investments and the new commercial policy in the frame.
2. Involve all stakeholders
Digital transformation should be everyone’s business! Everyone has a role to play, from the sales manager to the project manager and even to the trainee. All company players must integrate this new dimension into their daily tasks.
3. Sufficient resources
In other words: give yourself the means to match your ambitions. If there is no standard minimum amount , each company will have to allocate a percentage of its turnover to embark on the adventure. And this in order to have sufficient human and financial resources to, for example, create a digital center, define a social media strategy or even acquire essential digital tools: CRM, cloud,marketing automation,blog…
4. Train employees
While 66% of companies provide digital training to their employees, only 22% do so for all staff. However, in many cases, regular and repeated training sessions for each member of the company are truly necessary and just as beneficial.
5. Design content
The contents is a centerpiece on the digital chessboard in terms of increased visibility, customer loyalty, lead gain, increased market share, improved brand image… true strategy of content-marketing and designing a large sample of different content is inherent in any desire for digital transformation.
6. Opt for a long-term vision
Digital is fundamentally not short-term, although quick results can be seen. Digital is not a fad but a sustainable and long-lasting direction, an activity that requires long-term vision and involvement.
7. Consider digital as a competitive weapon
Investment in digital must be made with a view to ultimately having an advantage over its competitors, so that the ROI is up to expectations. Digital is not a gadget, it allows you to change dimension; it must therefore be fully integrated into the commercial policy of the company in order to gain the advantage in its market.
8. Surround yourself with specialists
The digital sphere in France is made up of a myriad of highly qualified providers, experienced, specialized and recognized. Companies must therefore build a network of partners to support them in their digital transformation and thus transform the trial more easily and more efficiently.
9. Define an operational plan
For digital to generate real positive benefits, a multi-year operational plan must be defined, with quantitative and qualitative objectives to be achieved but also with the means available to achieve it. In the same vein, put in place performance control indicators and measurement of results is a necessity.
10. Put data at the heart of the process
Customer and prospect information, market and competition data…Data is a fundamental elementand central to place at the center of digital transformation. It is even considered by some to be an essential asset for the development of a society. Knowing how to collect and finely exploit data is a crucial activity in the process.
11. Think cross-channel
Showrooming, m-commerce, e-commerce, ROPO, in-store pick-up, t-commerce, physical points of sale, applications… B2B and B2C customers are now cross-channel. Any company, whatever its size and sector, must integrate this new behavior into its commercial approach. It must adapt its policy to be present at the various points of contact with its consumers, at the risk of being overtaken by its competitors.
Digital transformation therefore requires technical, financial and human efforts. But it is above all a matter of mentality and angle of view on the issue. A shift that must be taken because digital technology has profoundly and lastingly changed the situation.