3 Crucial Steps Toward the Digital Transformation of Your Brand
For many business owners and members of the C-Suite, Digital Transformation is a relatively new term. In essence, it means transforming how you engage with your customers online (which many businesses aren’t even doing). The term is broad, and its lack of a clear definition causes a lot of problems. The main problem stems from the fact that when it comes to “Digital Transformation,” there is no single road map to success. In fact, it’s different for every brand, category and demo. Mobile’s explosion over the last several years, increasing the number of consumer touchpoints, has made Digital Transformation even more complex.
Time has shown that brands that continue to succeed in digital are not usually the fastest adopters of new technology but the ones who take the time to properly integrate digital into an existing organizational strategy.
Moreover, consistent winners understand digital is best used not as a replacement for tried-and-true tactics but as an enhancement to them. Offline and online not only need to coexist, but they also need to be driven by the same strategy and, when done correctly, talk to each other.
Most importantly, before your business starts implementing a digital strategy, first evaluate, then deconstruct the customer journey. This vital step can uncover low-hanging opportunities as well as isolate the specific touch points where your digital channels can make the most impact.
Step 1: Optimize the customer journey
Start by mapping the customer journey and evaluate the experience along the way to understand how new and existing customers feel as they engage with your brand at each part of the consumer funnel. Once you’ve mapped the journey, it may uncover customer insights. Remember, insights should not be confused with data; data is only the raw material needed to extract an insight. Every business owner needs to be able to spot an insight when they come across one. These are three criteria you should always be on the lookout for and prioritize:
- Personal – “That could be done by any brand” is a comment that’s thrown around a lot, but it’s not wrong. When thinking about making an impact, you need to have an insight specifically about your brand and a solution that will speak to your customers.
- Viable – An idea’s viability is its credibility. You should aim to find a genuine consumer challenge that is not only derived from your data (quantitative and qualitative) but also points to a clear opportunity you can pursue.
- Actionable – An insight without an implementation plan is just a wasted opportunity. Ensure that whatever consumer truth you uncover has a clear path – with milestones – to unlocking a part of your business that can use improvement. Once you’ve uncovered a digital opportunity, you have to take advantage of it. A good place to start is with pre-existing services to create a digital toolkit for your brand.
Step 2: Create your toolkit
There are a host of enterprise services that can help turn data into insights for relatively low costs. Ranging from analyzing traditional data to on-demand intelligence tools and real-time analytics, each can give you an inside look at your own business and help to pinpoint the most important step in the new consumer journey — micro-moments.
Step 3: Seize the micro-Moments
Google defines “micro-moments” as points in time when users look to the internet to solve a problem, whether major or minor. It’s essential to seize these moments, as they are when your brand receptivity is at its peak. For example, a pivotal micro-moment for most millennials (a huge market) is when they pull out their phone to search for services “near me.” With the right combination of services, including search, mobile-optimized sites to shop on the go, connected review engines (e.g., Yelp!, Amazon), and smart store locators (e.g., Google Maps), a customer will not only find what they want on their phone but also will be led them step-by-step to your door.
When it all boils down to it, Digital Transformation is not throwing out what works; it’s developing a harder-working strategy online that drives both digital and brick-and-mortar sales. Getting your business online is simply not enough anymore. To truly thrive, you need to invest in Digital Transformation that matters.