Phases of Digital Marketing Growth

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There is a lot of talk about digital transformation these days, especially in marketing, but not everyone understands what it includes.

Digital transformation is a large-scale business transformation that affects the entire set of enterprise functions from procurement automation to marketing and sales. It directly affects both the change in the operating model and the enterprise infrastructure based on digital technologies and proceeds under the influence of three main drivers: changing user demands, technological development and increased competition

Howard King is
a data analyst at Rufus Leonard.
Think with Google, together with BCG, studied 40 European companies across eight industries to understand what drives businesses to “digital maturity.”

Traditional problems on the path to transformation:

The company doesn't know how to connect data from romania cell phone number list different customer touchpoints and assign value to each one.
Does not use automation and relies on manual processes.
Unable to coordinate the work of all departments.

It is impossible to quickly become a digital company. The transition is especially difficult for traditional offline companies. Before we can talk about digital maturity, the team must go through 3 growth phases.

1. Working with data, training staff and expertise

The first thing to understand is that you will have to completely restructure your workflow. This requires not only the support of management and departments, but also the participation of partners.

HR needs to train employees on new systems and metrics, and legal needs to find ways to approve new types of campaigns. Outside agencies with specialized expertise need to be brought in to fill the gaps.

Data is the foundation. When you start, you need information about customer behavior, their shopping actions, and basic online marketing metrics: website clicks and steps to conversion.