A buzzword with so many businesses even before the COVID19 pandemic is digital transformation. It seemed that all brands in the late 2010s were eager to jump into this bandwagon, spending millions of dollars to implement digital transformation programs in their companies. Some of them obviously succeeded, while some ended up with not much to show for their efforts and spending. Apparently, digital transformation is not really a magic pill that, if taken by businesses, will spell out automatic success for them.
So, what is digital transformation all about? Is your HVAC business ready to jump in this bandwagon? Why did some strategies of digital transformation succeed while others failed?
What is digital transformation?
Simply put, digital transformation pertains to the process of utilizing digital technologies in the hopes of improving existing processes in a company. Whether it is a business process, culture, customer experience, and every aspect of doing business, including marketing, of course, should be modified to include digital methods. Thus, when a traditional business gets into the digital age by making everything online and digital, that is digital transformation.
We define digital-ready culture as a shared and mutually-reinforcing set of values and practices that enable high performance in service of innovation and execution in a digitally-enabled business environment.
How should marketing get digitally transformed?
Ideally, marketing should be among the first departments in a company to be affected in a digital transformation rollout. After all, marketing efforts are geared towards customers, who by most part have already adapted to digital media. This is why advertising has already included social media platforms and search engine optimization. Moreover, the journey of customers these days is already mostly online, especially since shopping for goods in stores has become a thing of the past with the pandemic encouraging people to stay indoors. Thus, a shift is seen for marketers to take their efforts to the digital realm.
A digital transformation in marketing refers to the shift from digital complacency to the active pursuit of digital excellence through the proper usage and optimization of your digital channels.
Why have some companies failed in their digital transformation?
Despite success stories and evangelists proclaiming that digital transformation is a must for most, if not all companies, there are those who have also claimed that their efforts to transform their businesses digitally have not yielded satisfactory results. A lot of these companies that have failed in digital transformation may have failed for particular reasons, but it is safe to say that a lot of them weren’t successful because their strategies were not a product of thorough study. It seemed that for a time, “Digital transformation” was trendy and “the thing” that all successful companies need to do, so everyone jumped in the bandwagon without really considering all factors. Moreover, some factors should be considered so that future efforts will be successful and what went wrong can be avoided.
Bottom line, being effective at a digital transformation is hard work. Understanding what often goes wrong, and avoiding similar mistakes, is the key to improving on the success rate.
Should your small business join the transformation?
Small companies are usually hesitant to join these shifts in the business world, claiming that they do not have the resources to properly implement them. However, current world events have made these changes necessary, not just some fads that entities may opt not to implement.
"Small businesses are realizing that digitalization is no longer an option, but a matter of survival," Jimenez said. "While the research shows many small businesses are making progress, they should increase focus on digitalizing processes and operations through the use of digital technologies to ensure business continuity and future resiliency."
Your business may be ready for a digital transformation. Get in touch with ASGM and let our experts guide you in successfully taking your business to the digital age.
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