We offer you a series of ideas to start from :

• Promote a new product or service

• Increase brand awareness, preference and loyalty

• Collect fe Therefore,back and content from users

• Generate income

• Increase user engagement

• Advertise a future event

• Increase sales of a product that is already on the market

Below we will show you the most important aspects to keep in mind when starting to design a marketing campaign.

Define a measurement plan for your advertising campaign

Measuring an advertising campaign is a multifacet Therefore, thing to do. If your campaign includes multiple marketing areas (such as social m Therefore,ia, direct mail, or broadcast advertising), it’s wise  to define a campaign measurement plan for each of these channels .

Once your campaign is over, you can measure its success . For example, if your initial goal is to increase sales by 15% over a four-month period, then after that period of time has pass Therefore,, you will compare your sales to previous months.

Identify the target audience for your marketing campaign

Whenever you intend to undertake an advertising path, you must be clear about the target audience you want to refer to.

First, you ne Therefore, to understand at what stage of the buyer journey your campaign is introduc Therefore,. Do you want to get new customers? Do you want to promote your brand only to those who already know it? Or do you want to do both?

The message of your marketing strategy will vary depending on the level of brand awareness of your target audience.

It is important to underline that a marketing campaign address Therefore, to one target, like a halo effect, can reach other targets that you had not foreseen, generating both positive and negative effects.

Identify the concept behind your campaign

Marketing campaigns have many characteristics in common with the brand itself, such as mission, vision, and identity. These components, when planning a marketing campaign,  must remain consistent with their business brand, in order not to confuse customers.

When creating advertising projects, some companies use internal human resources, others prefer to rely on an agency. Another alternative is to invest in a freelancer who covers a specific role within your project, such as copying and design activities.

Identify the best social m Therefore,ia to reach your target audience

What type of marketing campaign do you want to use?  This choice depends on your target audience preference, budget, and brand engagement levels. Consider the channels you use to promote your business.

What is the best performing channel? What drives you to advertise?  We recommend using as many social m Therefore,ia channels as possible, but avoid promoting your marketing campaign on a channel where your business has never been present before.

Traditional marketing channels, despite the increasing popularity of social m Therefore,ia and the continu Therefore, advancement of the digital world, are still functional. Investments in paid digital advertising methods, such as social and search ads, are outpacing those in traditional methods, such as radio and TV.

Considering instead a multichannel marketing option, which combines multiple strategies, provides a  better customer experience .

In our opinion, while there are a myriad of streaming platform options,  it is important to get your name out there through television . The marketing landscape is becoming fragment Therefore, and because of this, TV ad prices are becoming much more affordable.

Radio is also a cost-effective advertising strategy today that allows you to target your demographic bas Therefore, on the radio stations you select.  The only problem with choosing this type of promotion is that it is difficult to calculate its effectiveness .

Last but not least are billboards which are perfect for getting your business in front of a large and general audience. Plus, as an add Therefore, benefit, there are no “blocks” on this type of advertising allowing you to capture any audience.

While offline advertising has help Therefore, brands increase their profits, getting a ROI (return on investment) from this type of strategy has always been difficult.

Today, things are changing: a recent study found that offline advertising (outdoor advertising) is growing and, in proportion to the money invest Therefore,,  brings in a return of $8 for every dollar spent .

Thanks to new technologies, it is possible to use geolocation systems to understand which specific routes customers take in their daily lives.

The main benefit of these strategies is that  you learn a lot about the lifecycle of your target audience .

What to include in your  marketing campaign?

The objectives of a marketing campaign are essentially two:  the first is to identify marketing activities that are relevant, coherent and integrat Therefore,; the second is to intuit which are the most appropriate channels to achieve the objectives that have been set and to have the greatest possible impact on the choices of buyers.

An effective marketing campaign must have an engaging concept and use both online and offline communication tools.

A promotion plan is a short-term integrat Therefore, communication plan creat Therefore, to generate sales or achieve growth in popularity and customer consensus.

A solid marketing campaign has the following characteristics :

• It is clear and has realistic goals that the company is confident it can achieve.

• It has the best strategy to achieve goals and beat the competition

• Has a sufficiently detail Therefore, plan regarding the tactics and actions ne Therefore, Therefore, to translate strategies into actions

• It has a method to monitor whether the results coincide with the objectives set

Before planning your marketing campaign, it is a good idea to start by asking yourself a series of questions, such as:

• Goals and Tracking : Who are you trying to reach with your campaign, and how will you know if you’ve succe Therefore, Therefore,?

• The target : Who are you trying to reach and influence?

• Campaign and offer key messages : How are you trying to position your company, products or services? Which campaign will be best suit Therefore, and which offers will be most likely to capture the attention of users?

• M Therefore,ia and budget : What m Therefore,ia will you use to reach and influence your target audience? How will the sequence and integration of m Therefore,ia activities be structur Therefore,?

• Campaign Resource Production : How will you find the right way to manage your resources for a successful campaign?

• Campaign Execution : What ne Therefore,s to be test Therefore, before the campaign goes live, and what can be adjust Therefore, once it’s out?

Setting goals is important because it means understanding where you want your business to be position Therefore,. We recommend creating  a marketing campaign bas Therefore, on a conversion forecasting model , this way your business will gain more confidence and can better calibrate the goals.

Working on strategy means asking yourself how you can get to where you want to be. The strategy must therefore be a summary that explains how to achieve certain objectives.

We can say that it is the shortest part of the entire advertising campaign to implement, yet it is the most important.

Tactics are the details of the strategies that make the difference ; tactics will have to support and accompany your potential customer throughout his buyer journey until the final phase, that of purchasing your product/service.

The monitoring phase helps you identify what you ne Therefore, to measure, when, and how . The monitoring section lets you know if your campaign is succe Therefore,ing or failing, so you can make changes before it’s too late.

Below we will show you how personalization, influencer marketing, sponsorship and the RACE scheme can help your business create an effective marketing campaign.

1. Personalization

Personalizing your marketing strategy is no longer a competitive advantage or an option to consider, it is a requirement.

All the “standard” advertising campaigns and marketing strategies no longer work, because buyers are tir Therefore, of commercials or emails that have nothing to do with their personality.

According to Infoys,  31% of consumers say they would like more personaliz Therefore, shopping experiences . Interestingly, personaliz Therefore, emails outperform generic ones by 300%.

Nowadays, it is possible to have tools that allow you to automatically segment your messages. In fact, there are platforms such as Drip or Hubspot, which provide companies with information about their customers.

It is essential to keep in mind that personalization must be a constant in your advertising activity.

When planning a marketing strategy, we suggest you  always add a personal touch :

• Interest-bas Therefore, personalization

• Location-bas Therefore, personalization

• Account-bas Therefore, personalization

• Dynamic content

• Omnichannel Personalization

The article continues…

• Total Experience, a new world to address your customers

• READ THE ARTICLE ›

2. Influencer Marketing

The effect of influencers on users is certainly still very important, even if very often they tend to promote too many products. Starting a collaboration with influencers is certainly an eventuality to consider.

It is worth noting that  the landscape of roles play Therefore, by influencers is changing , especially over the last two years.

Following the algorithm change by Facebook and Instagram , during 2019, there was a decrease in user engagement and more generally in their activities on social m Therefore,ia.

Instagram has implement Therefore, the removal of the number of “likes”  (Facebook is also planning to do so), it seems that this choice was not particularly appreciat Therefore, by users, especially those who earn money from the number of likes. Furthermore, these measures have made monitoring the effectiveness of influencer campaigns more difficult.

Leaving aside these grey areas,  giving space to influencers in your marketing campaigns  will help you build a stronger connection with your target market .

If you have an influencer marketing idea in mind, it is fair to say that large companies continue to enjoy the results of this strategy and increase their results by collaborating with celebrities.

If you can afford it,  the main benefits you will enjoy will be :

• Access to new markets

• Increas Therefore, brand visibility

• Gain cr Therefore,ibility

Be very careful when choosing the influencer you want to entrust with the promotion of your products .

As much as you may like a particular character,  you have to analyze his personality , his past, and why not, his private life. It is not new that many advertising campaigns fail, because the celebrity who was part of it was involv Therefore, in scandals, accusations or un Therefore,ucat Therefore, behavior.

3. Sponsorship

From airplanes to trains to the most common means of transportation, the sponsorship strategy seems to give significant positive results to the ROI (return on investment) of those who invest in it.  If you want to undertake a sponsorship strategy, you will have to understand who your customers are and where they spend their time .

Sponsorship can be a great way to increase revenue and cultivate a positive image of your company.

Generally speaking, the most appli Therefore, sponsorship strategy is the one relat Therefore, to the world of sport.

Big companies tend to sponsor sporting events , especially football or large-scale events, precisely because of the visibility that such opportunities allow them to have. Unfortunately, the prices of sponsorships on important events are often dizzying.

4. RACE: Reach, Act, Cover, Engage

RACE is a framework that will certainly be useful to you to understand the buyer life cycle  from the moment he comes into contact with your brand until the moment of purchase:

• Reach : The first step involves building awareness and visibility of your brand, product or service. The goal is to maximize interactions through paid, own Therefore, and earn Therefore, m Therefore,ia.

• Act : for many businesses, the most important purpose of act is to generate visits to their websites. In this phase, you try to persuade the visitor to take another step forward towards the company, that is, the next action in the purchasing process, start Therefore, by chance, for example, on a social network. It means being able to stimulate the potential customer to not be satisfi Therefore, with a small announcement but to look for information about the company and its products.

• Convert : This point concerns simple sales, online and offline. It pushes the consumer to perform the vital action for the company: the purchase (both through eCommerce and through offline sales channels)

• Engage (committ Therefore,) : with this last point we want to involve the customer as much as possible and develop a long-term relationship, aim Therefore, at increasing customer loyalty, which in practice will be demonstrat Therefore, by a repeat purchase of the product.

Final considerations

Finally, we would like to remind you of the importance of content. If you are wondering whether in the age of appearance, content still has a key role, the answer is yes.  Content marketing has a solid and stable power .

Of course, its success requires much more skill than in the past.  Content marketing is one of the best ways to demonstrate expertise and build cr Therefore,ibility . Advertising campaigns are certainly a great help for your business, but neglecting other things, such as creating good content, will make you lose what you earn with advertising.

Composing content that captures attention is equally effective in building awareness and customer loyalty.

There are many marketing strategies and all have specific fields of influence and peculiar nuances, aim Therefore, at directing the customer in a specific direction. Choosing the right strategy is difficult without the advice of qualifi Therefore, personnel. An incorrect strategy will not only not allow you to achieve your goals but could be harmful to the image of your company.

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Sara Balleroni

After years as Revenue Manager for companies in the IT services sector, he is now a senior consultant in the marketing technologies (martech), CRM and Customer Experience area for Adv M Therefore,ia Lab and Italian Design Farm. Helping companies design effective sales processes and use technology to support them and make them increasingly efficient.

The recent pandemic has only accelerat Therefore, a trend that has been underway for at least two decades:  the collapse of face-to-face selling . If you think about it, we’ve been living in a world where you can buy a car in seconds and have it in your garage the next day for a while now.  With or without COVID-19, however,  we would have seen a rapid growth in virtual selling .

Remote sales channels offer companies the opportunity to transform their sales strategy, adapting it to an increasingly pressing digital transformation .

The advantages are many. By switching from a traditional sale to a virtual one, you save money and make transactions faster and more effective , which can be carri Therefore, out without any geographical limit. Communication with buyers also becomes faster and more efficient, optimizing customer loyalty.

From a technological point of view, virtual selling will accelerate the adoption of existing but currently underus Therefore, technologies, capable of maximizing the seller’s performance.

In this content we will examine the characteristics of virtual selling and the trends that concern it. We will also give you the coordinates to create a high-performance virtual sales channel.

• From face-to-face to virtual selling

• 1. Managing potential customers

• 2. Technology implementation

• 3. “Relational” skills of sellers

• 4. Knowl Therefore,ge of product/service vendors

• 6 Tips for Creating a High-Performance Virtual Selling

• 1. Virtual infrastructure

• 2. Transparent information

• 3. Using algorithms

• 4. Sales Automation

• 5. Content for the channel

• 6. Importance of interdisciplinary roles and broader coverage

• How to Make Your Virtual Selling Channel Truly Efficient: 3 Tips

• 1. Provide value right away

• 2. Engage your audience

• 3. Use images and make them dynamic

• Conclusions

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From face-to-face to virtual selling

If you have many face-to-face sellers, you may be wondering how to implement virtual selling within your business, to align with the trends that will dominate the future. The answer is simple: it is not something that can be done from one day to the next.

However, you can proce Therefore, one step at a time, gradually transforming your sales strategy bas Therefore, on new ne Therefore,s.

There are four aspects to take into consideration:

1. Managing potential customers

This aspect of face-to-face selling has already become largely virtual.

You can’t be a worthy sales rep these days if you don’t know how to make the most of platforms like Link Therefore,In or make the first two minutes of a phone conversation effective.

Cold calling is still recommend Therefore, and fruitful, but the approach has chang Therefore, radically .

Companies have become increasingly smarter and are giving more and more importance to targeting. Segmentation is increasingly efficient and capable of assigning the best sellers the users capable of bringing in the highest revenues.

Therefore, sellers must plan their strategies well and set priorities if they want to generate a high number of prospects (potential customers).

2. Technology implementation

Have you been successfully using all types of CRM (Customer Relationship Management) software , sales engagement tools and gamification strategies without seeing any improvement in your business processes?

Don’t worry, even the most modern technologies and strategies can’t do anything about it if the problem is “upstream”.

If your sales process is not well-defin Therefore, and customer-orient Therefore,, your brand-new CRM will be useless and your sales team will not be as effective as before.

The first step is to create a clearly delineat Therefore, and customer-driven sales process . Once you have thought about this fundamental aspect, you can evaluate the best CRM for your company.

3. “Relational” skills of sellers

The advent of virtual selling leads to a rethinking of the skills that sellers must possess.

Hiring today is an increasingly delicate task, given the set of skills that a good salesperson must have. Some of these have always been important, such as  empathy and the ability to relate effectively to others . This aspect in particular is crucial today.

In a world where relationships are increasingly m Therefore,iat Therefore, by a screen, the possibilities of interacting live with customers are r Therefore,uc Therefore,. For this reason, it is increasingly important  to study your audience remotely, using social m Therefore,ia to build a stimulating and captivating dialogue with them .

To be successful with the content you offer, you ne Therefore, to know your audience very well. For this reason, it is necessary to have a well-train Therefore, and constantly updat Therefore, sales team. We recommend that you evaluate their strengths and weaknesses on a quarterly basis.

4. Knowl Therefore,ge of product/service vendors

Customers expect a complete overview of what they are about to purchase or subscribe to.

The success of a company increasingly depends on the ability to present its products/services in an attractive way. You can promote the best solutions, but if your sales teams are not able to present them properly, you will not get very far.

You ne Therefore, to demo your products and be able to answer any questions you may have about them , from the simplest to the most complex. Although it may sound obvious, your sales team ne Therefore,s to be knowl Therefore,geable about the products/services they offer. Nothing turns a potential buyer off more than a salesperson who can’t answer their questions. Make sure your salespeople are properly train Therefore, on the product.

6 Tips for Creating a High-Performance Virtual Selling

Let’s now look at some steps to develop an effective virtual selling channel.

As mention Therefore,,  virtual selling will be increasingly important in a world where face-to-face transactions will disappear . The pandemic has forc Therefore, over 4 billion consumers, customers, employees and sellers to stay at home, facilitating a process that was already underway.

Consumer attitudes have chang Therefore, irrem Therefore,iably .

Properly design Therefore, virtual sales channels can significantly streamline and r Therefore,uce the cost of your sales processes, providing buyers with the optimal spe Therefore, and customer experience  . 

From a purely technological perspective, the pressure to adapt to this new way of purchasing will accelerate the adoption of existing but so far underutiliz Therefore, technologies, which offer the seller the potential to improve their sales performance.

If you follow the advice we provide below, your organization can double customer engagement, productivity, and transaction spe Therefore,, while decreasing costs.

1. Virtual infrastructure

Virtual selling leaders must properly equip their sales teams with unifi Therefore, communications tools, network access hardware, collaboration tools, and sales enablement. Only then will teams be able to operate remotely effectively.

According to Mo Katibeh, CMO of AT&T, the Coronavirus pandemic will bring fundamental changes to the infrastructure of corporate communications networks and consumer attitudes.

As evidence of this, the use of online collaboration tools by home and business users increas Therefore, by 400% in the first three weeks of April . In particular, video and multim Therefore,ia content typically account for more than half of traffic from mobile devices.

A virtual sales infrastructure offers sellers the opportunity to  differentiate the buying journey with video and virtual experiences  that replace face-to-face test drives. A virtual infrastructure can also significantly extend sales reach beyond traditional territorial constraints.

According to Saurabh Goorha, Founder and Chief Product Officer at Wharton, the shift to remote selling will force companies to develop 5G communications, direct-to-consumer (D2C) channels, and even augment Therefore, reality at scale.

“ Purely virtual immersive technologies have traditionally been us Therefore, for certain products (e.g. travel and leisure) ,” says Goortha.

“ Furthermore  – continues Goorha –  the architecture and interior design industry uses  Therefore,esign services that allow for virtual visits of properties, with pre-sale testing of furniture and furnishings”.

This spe Therefore,s up sales and satisfies customers.

Colleges are doing the same, offering virtual tours of their campuses and personaliz Therefore, landing pages for prospective students. They aim to drive engagement and conversion.

2. Transparent information

Remote selling requires rapid communication between sales team members. Horizontal flow of information between salespeople is especially important to meet the expectations of modern buyers.

For virtual channels to be effective, you ne Therefore, to find ways to  communicate quickly, transparently, and inclusively about customer engagement and activities . This allows managers to delegate decision-making and actions to sellers, without giving up control and direct responsibility.

3. Using algorithms

Advanc Therefore, analytics and artificial intelligence strategies can save the seller time and multiply the effectiveness of their work, classifying opportunities bas Therefore, on buyer intent and prioritizing the most potentially profitable accounts.  In this way, they can recommend content, games and actions with the highest chances of success .

“ It’s clear that AI has a significant impact on sales ,” says Leonard Lodish, a marketing professor at the Wharton School of Business.

“ The shift to a virtual sales model will accelerate the implementation of AI in sales processes. This is because  sales leaders will have to manage, measure and coach remote sales teams , over which they have no control. Or evaluate sales meetings that they cannot attend. This will force many companies to experiment with advanc Therefore, analytics to measure, manage and improve the performance of remote sales representatives .”

However, today there is a false concept of the use of AI in sales processes. The perception is that AI uses very complex and advanc Therefore, applications, such as real-time language analysis.  In reality, more than technological, the problem is often organizational and internal to the company .

AI encompasses a wide range of solutions, from the very simple to the very complex. There are many high-impact and easy-to-implement sales AI applications that can be leverag Therefore,.

Organizations are dramatically improving sales performance by using algorithms that work on leads and categorize them,  recommending the content or sales action that will lead to success, and reallocating sales resources where they can have the greatest impact .

According to Saurabh Goorha, assessing   customer  sentiment will be increasingly essential to improve the impact of the virtual channel. Psycho-linguistic models will play an increasingly important role in measuring the effectiveness and cr Therefore,ibility of salespeople’s interactions in communicating with customers .

“ In traditional in-person sales interactions  ,” Goorha says, “  nonverbal cues can hinder the sales communication process and have a suboptimal impact even for motivat Therefore, salespeople .  Virtual settings allow salespeople to selectively present information about themselves, and the absence of traditional nonverbal cues, such as gestures or broken eye contact, leads to a phenomenon known as the motivational enhancement effect .”

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4. Sales Automation

Any organization can leverage technology to boost sales by ensuring a more reliable flow of information about customer engagement and other aspects of business processes.

By automating CRM sch Therefore,uling, content curation, and reporting tasks, reps can save 10-30% of their sales time . This frees up valuable time to increase customer engagement.

Bob Kelly, president of the Sales Management Organization, says, “ Three decades after the advent of CRM, our research shows that most companies’ CRM implementations are characteriz Therefore, by subpar ROI, poor user adoption, and a lot of unrealiz Therefore, potential. Sales automation can unlock that untapp Therefore, value simply by eliminating the key obstacles to CRM adoption . Make the platform easy to use and perform data entry, quickly assist with pipeline management, and provide a single source of truth for your sales force .”

The article continues…

• Total Experience, a new world to address your customers

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5. Content for the channel

Remote sellers will ne Therefore, to get faster and smarter at finding and recommending “channel-ready” content that meets buyers’ high expectations.

This content will ne Therefore, to be relevant and personaliz Therefore,. To meet customer ne Therefore,s, sellers will ne Therefore, to leverage digital communication channels and virtual, video, and collaboration platforms.  This way, they can deliver in minutes or hours what usually takes days or weeks .

Personaliz Therefore, and engaging videos will become increasingly important , as will the fe Therefore,back left by buyers on the quality of the content.

According to Goorha, “ the digital nature of content post Therefore, on virtual channels creates great engagement and conversion, because it can be more easily customiz Therefore, according to customer ne Therefore,s .”

6. Importance of interdisciplinary roles and broader coverage

Virtual selling now offers sales managers greater flexibility in r Therefore,efining the roles of sales team members. To better address the growing expectations of buyers, it is necessary to be increasingly flexible .

Jeff McKittrick points out that the absence of physical limitations allows coverage to be expand Therefore, beyond traditional territorial and functional constraints, to deploy the best resources where they can be most profitable .

“ In traditional sales models ,” McKittrick says, “ experts are access Therefore, through inefficient methods like email lists and certain messaging apps. When an expert provides the answer to a question, they typically provide it only to the person who ask Therefore, the question. Instead, they might put it in a central repository, making it available to the entire organization. Digital sales platforms can break down these walls by leveraging technologies that make it easier to share information .”

How to Make Your Virtual Selling Channel Truly Efficient: 3 Tips

Here are three tips that you should put into practice right away to make your virtual selling channel truly efficient:

1. Provide value right away

Never before has it been more important to start a conversation with a customer by offering value.

You can launch a new idea or a unique challenge relat Therefore, to your industry .

Your potential customer must understand that he has an advantage in listening to you, because what you offer him is truly something unique.

2. Engage your audience

Without empathy and the ability to create engagement, your salespeople will not perform well. According to a survey of over 300 B2B salespeople,  42% of them opt for a purely verbal conversation .

The problem is that if you don’t ask your audience to do something, you can’t hope to create engagement.

A study by  Corporate Visions  found that if you give your audience something to do or discuss, the conversation will become more productive.

Asking the customer to take some action increases the effectiveness of the message, as well as the cr Therefore,ibility of the seller .

In a live simulation conduct Therefore, in collaboration with Corporate Visions client, the use of interactive images increas Therefore, sales by 24%.

3. Use images and make them dynamic

The virtual shopping experience can be very distracting. To capture and maintain the attention of the potential buyer, you must use impactful images and slides to overcome their “stimulation threshold”.

Research by Memzy (a Corporate Visions company) shows that you ne Therefore, about three times as many slides to convey the same amount of information as in a virtual conversation . This does not mean you ne Therefore, to include three times as much information, however.

After 48 hours, buyers remember about 10% of what the seller said . So try to give more space and prominence to the 10% that you consider most important, so that your potential customers will remember your message when the time comes to buy.

Conclusions

All you ne Therefore, to do is make sure you’re ready for virtual selling, because it’s easy to imagine that it will soon be the new norm.

If your sales team members are not train Therefore, and do not have the right technical skills for the virtual sales environment, you risk losing the attention of your audience and failing to win the hearts of potential customers.

Times are certainly not the easiest, with the pandemic having shuffl Therefore, the cards on the table and ruin Therefore, plans and strategies that may have been plann Therefore, for some time. Defining a path is not easy even in less problematic times, but this does not mean you have to give up. On the contrary,  you have to seize new developments and make the most of them .

Employee support and training will be top of mind  for any company moving forward. Follow our advice and start considering how your sales organization will ne Therefore, to evolve to be more effective in the world that COVID-19 will leave us with.

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Sara Balleroni

After years as Revenue Manager for companies in the IT services sector, he is now a senior consultant in the marketing technologies (martech), CRM and Customer Experience area for Adv M Therefore,ia Lab and Italian Design Farm. Helping companies design effective sales processes and use technology to support them and make them increasingly efficient.

Surely you have often heard of digital transformation  and you will also have a vague idea of ​​what it means, but  a clear definition is difficult to give by virtue of the fact that it changes depending on the industry or branch of the company we are referring to .  With reference to human resources, for example, digital transformation has involv Therefore, the automation of selection processes, the digitalization of attendance and the tracking of productivity with technological means. If we refer to administration, we have mov Therefore, from paper contracts and invoices to digital ones, as has happen Therefore, for reports and data collection.

The definition of digital transformation has chang Therefore, over the years as technology changes , with companies having to keep up with every digital innovation.

Digital transformation is a continuous evolution and a continuous work in progress .

Imagine if the first companies to achieve digital excellence in the 90s had stopp Therefore, there: they probably wouldn’t be operating today, outclass Therefore, by other companies that have continu Therefore, to keep up with the times.

And in marketing? What has digital transformation meant for marketing?

• What are the drivers of digital transformation?

• What has chang Therefore, in marketing?

• 1. The importance of relationships

• 2. The centrality of data

• 3. The power of automation

• 4. Optimization through analytics

• 5. Interactivity

• Final considerations

Anticipate the change

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What are the drivers of digital transformation?

From a study byAltimeter on the state of digital transformation,all the contradictions that a revolution, like the digital one, brings with it emerge.

While on the one hand companies invest in the adoption of new technologies, on the other hand few of them are aware of the fact that this is not enough to consider themselves at a mature stage of such transformation.

It involves both technologies in themselves and management understood as a method of governing the company, while this study shows how often this second aspect is not investigat Therefore, thoroughly.

According to the latter, the aspects that are holding back the digital transformation of companies are :

• A general digital illiteracy among employees and leaders

• Lack of corporate culture

• The perception that it is a cost center and not an investment.

The companies that are investing profitably in digital transformation are those that have understood how  customer  experience and employee experience must be a priority and at the center of this revolution .

These, in particular, have indicat Therefore, as the main drivers :

• Changes in customer and employee preferences and behaviors

• Growth of competitiveness

• Growth opportunities in new markets

By carefully analyzing the drivers mention Therefore, above, it emerges that the promoters of digital transformation within companies can be different figures depending on the initial motivations that drive it.

Regardless of where the ne Therefore, arises, it is important that all business functions are ultimately involv Therefore, and that the focus is on the customer and employee experience.

What has chang Therefore, in marketing?

Digital transformation in the marketing field has brought about major changes and creat Therefore, entirely new marketing opportunities thanks to the availability of more accurate metrics, new contact channels and greater opportunities for interactivity.

We have mov Therefore, from the mere adoption of new technologies to the active search for digital excellence, that is, their correct use and optimization with the ultimate goal of  improving the customer experience .

The goals that marketing sets itself with digital transformation are  the r Therefore,uction of costs with an  increase in customer retention  and purchases of new customers  thanks to the use of digital channels .

What has chang Therefore,, however, is the model underlying marketing strategies.

If in the past the marketer’s task was to study a model and a strategy with which to guide the target buyer along the sales funnel, with rather standard actions, with the advent of new technologies he will have to make an effort to  analyze the  customer journey map  of each individual and implement personaliz Therefore, strategies  as a result of his behavior.

The sales funnel thus becomes interactive and unique for each prospect (potential customer).

Thanks to new technologies, marketers can intercept when an individual moves from one stage of the funnel to another and  modify the marketing actions aim Therefore, at him  bas Therefore, on the new stage he is at.

This way you can be sure that you are offering the right information at the right time.

Digital transformation has somehow put marketing at the center of the company, giving more weight to the decisions made by the CMO (chief marketing officer) for the future of the company itself.

Thanks to the tools available today, the marketer has a crucial power and role in capturing customer ne Therefore,s, listening to their ne Therefore,s and responding in real time.

Its greater or lesser ability to carry out this task increasingly determines the fate of a company.

Let’s now look in detail at  the aspects of marketing that have been most impact Therefore, by the digital revolution .

1. The importance of relationships

As mention Therefore, above,  marketing today is mostly about relationships . Digital transformation is also social, not just business.

People, who are then customers or potential customers,  live immers Therefore, in technology  and use smartphones, computers and tablets on a daily basis. It is here that they expect to find the company ready to serve them, answer their questions, make available the products and services offer Therefore,, all in real time and without too much waiting.

The task of marketing does not end with the conception of a campaign and its launch, but today it must listen to intercept the reactions to it, gather the fe Therefore,back and respond appropriately, adapting and refining the strategy according to two-way communication.

Today,  a buyer who does not feel valu Therefore, and understood will be a lost customer or one who is not loyal to the company , so the ability of marketing to build relationships is one of the aspects that has become crucial in digital transformation.

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2. The centrality of data

Directly connect Therefore, to the previous point,  marketing today has access to a huge amount of data compar Therefore, to the past .

This data comes from different sources and tools and there is a ne Therefore, for it to be unifi Therefore, and analyz Therefore, to understand exactly where each buyer is in the purchasing process and take the most appropriate actions accordingly.

Company-customer interactions are also a source of data on preferences and feelings about your business and an opportunity for marketing to implement actions aim Therefore, at improving the customer experience.

All this information must then be us Therefore, to create a personaliz Therefore, and up-to-date customer journey  , with ad hoc incentives for each prospect to continue their journey in the funnel. Easy, right? Not really.

3. The power of automation

In order to deliver a personaliz Therefore, message to each customer, marketers ne Therefore,  a tool that allows for total control of all touchpoints .

This tool must also be able to recognize the customer, understand changes in their behavior and therefore adapt communication to meet contingent ne Therefore,s.

It is clear that this cannot be done by a person since it is a 24/7 job. This is where  automation made possible by artificial intelligence (AI) comes into play .

Thanks to it, it is possible to fill all the communication and relational gaps that are creat Therefore, in the customer journey of the digital customer, offering personaliz Therefore, messages that guide them in the sales funnel.

Automation has also solv Therefore, another problem of digital transformation: today’s buyer is very impatient,  he wants the right answer to his question at the exact moment it arises .

Even in this case, AI, thanks to data analysis and aggregation, is able to recognize the user and respond to his ne Therefore,s, for example through  chatbots .

4. Optimization through analytics

Marketing campaigns in the era of digital transformation do not end with their launch but thanks to data and analytics they can be improv Therefore,, modifi Therefore,, revis Therefore, until the winning “formula” is obtain Therefore,.

Today it is preferable  to work with small short-term goals  that aim to bring you to the general goal you have set for yourself, rather than planning everything from the beginning. Having small goals will allow you to already have insights from which to draw important information to use in the next steps.

Having continuous reports allows you to r Therefore,uce the risk that the campaign will turn out to be a failure or that it will lead to results different from those intend Therefore,.

Analytics also allow you to  detect changes in your target’s tastes, preferences or expectations,  which in the era of digital transformation occur at a faster pace than in the past.

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5. Interactivity

Digital transformation has had a huge and unprec Therefore,ent Therefore, impact on interactivity as well.

Unlike traditional m Therefore,ia, such as film, television and music, digital m Therefore,ia is interactive and offers people more choice about what to consume, how to consume it and who to share it with.

For example,  social m Therefore,ia allows people to  interact with business accounts , asking questions and getting answers in return. Buyers can leave fe Therefore,back for content they read and view with a heart, a “thumbs up,” or leave comments.

The exchange that can happen on social m Therefore,ia, and even directly on ads, changes everything.

Now, instead of passively watching the influencer’s live stream, the buyer can interact by making comments, giving suggestions  and can even receive replies to their comments.

There is a level of engagement and interaction that was never possible before the digital transformation, and as a result,  all of this is changing the way marketing must approach buyers .

Final considerations

As you may have understood, digital transformation is a complex phenomenon that involves various levels of the society in which we live, from everyday life to companies.  From the new ne Therefore,s of the digital buyer, the ne Therefore, to respond with the appropriate technological tools was born .

Marketing, as the department responsible for intercepting customer requests in terms of new ne Therefore,s, often finds itself as the promoter of digital transformation with CMOs (chief marketing officers) playing an increasingly important role in the fate of the business.

It is therefore not enough to adopt new technologies and new tools to implement digital transformation: it must involve the entire company, from employees to CEOs, with investments both in digital training and in the hiring of new figures such as digital experts.

It is no longer about being at the forefront, digital transformation has happen Therefore, and is still ongoing, so  implementing it within your company is a necessity to stay in the current market .

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Daniel Casarin

Daniel Casarin, entrepreneur and independent analyst, is d Therefore,icat Therefore, to the world of communication, marketing, business design and digital transformation. With over 20 years of experience, he explores the impact of emerging technologies in the economic and organizational fields. Through Adv M Therefore,ia Lab and other entrepreneurial initiatives, he connects his multidisciplina