Digital Transformation

for Marketing
RABIE AL-ALFY
GM@SOFT-CLICK.NET 01001079911
MARKETING, BUSINESS &GOOGLE CONSULTANT
FOUNDER & CEO OF SOFT CLICK WWW.SOFT-CLICK.NET
Topics

 What is the Marketing?

 What is Digital transformation means?
 What is Digital Transformation for Marketing?
 Understanding Digital Transformation
 What are the Benefits of Digital Transformation?
 Why is transformation needed now?
 The first step towards transformation
 The 5-step approach to digital marketing transformation
 The value of digital Transformation for Marketing
Topics

 The exciting implications for marketing transformation in an ever-evolving

digital world
 How digital transformation can revolutionize marketing
 The role of digital transformation in driving customer experience
 5 Big Fundamentals of Digital Marketing Transformation
 The digital marketing transformation challenge
 7 Roadblocks to Digital Marketing Transformation
 Your 2019 Digital Marketing Transformation Strategy
What is the Marketing?

“The Science and Art of exploring, Creating, and

Delivering VALUE to Satisfy the Needs of a
TARGET MARKET at a PROFIT”
Philip Kotler (born May 27, 1931)
What is Digital transformation means?

The integration of digital technology into all areas of a Business Resulting in

fundamental changes to how BUSINESSES OPERATE and how they DELIVER
VALUE TO CUSTOMERS.

Beyond that, it's a CULTURAL CHANGE that requires organizations to

continually challenge the status quo, experiment often, and GET
COMFORTABLE WITH FAILURE.
What is Digital Transformation for
Marketing?
This means Refining Your Digital Channels to gain deeper insights that
inform your approach and improve the CUSTOMER JOURNEY.

The shift in ORGANIZATIONAL THINKING away from favoring traditional

marketing channels to prioritizing digital media.

Also known as DIGITAL FIRST, it means removing the bias towards

traditional or conventional marketing channels, and PUTTING DIGITAL AT THE
HEART OF YOUR THINKING and all your marketing tactics.
Understanding Digital Transformation
Understanding Digital Transformation

 We’re working in an era where the development of technology exceeds

companies' capabilities to manage the challenges created by the technology.
 New platforms, apps and tools are emerging daily and as they do, customers,
prosumers and keyboard warriors are adopting the technology, talking about
businesses and brands, sharing feedback and pinning images of what
they’ve bought.
 Marketers and brands have lost control forever. On a regular basis we witness
well-known companies managing customer conversations very publicly. And
it’s not always positive.
 Some businesses have made a full transformation to digital. They embraced
'new media' at an early stage, listened to customers and have digital strategies
fully integrated within their businesses.
What are the Benefits of Digital Transformation?

Cost Reduction

Accurate market Improved customer

segmentation experience

Benefits of
Digital
Transformation

New Consolidated
products/services operations

Analytics
What are the Benefits of Digital
Transformation?
 Cost Reduction
Streamlining operation processes reduces costs because it takes less time to
accomplish the same tasks and provides timely, insightful data for decision making.
 Improved Customer Experience
Digital touchpoints supported by enterprise data systems enable customers to
accomplish what they want, when they want, and how they want. This creates a data-rich,
personalized experience that’s consistent at every touchpoint.
 Consolidated Operations
Digital transformation incorporates agile digital systems, which take the place of legacy
processes and systems for record keeping, decision making, and production. Systems
can be consolidated, and tasks can be automated as new digitized systems are
implemented.
What are the Benefits of Digital
Transformation?
 Analytics
More data can be captured, structured, and analyzed once systems are digitized. The
increased volume and variety of data enables companies to create self-feeding decision-
making systems which improve experiences and streamline processes.
 New products/services
Technology utilization is driving many new products and services. For example, General
Electric is using 3-D printers to create fuel nozzles which are stronger, faster to create, and
less expensive to produce.
 Accurate market segmentation
Digital CRM systems and data integrations allow companies to view their customer
databases like never before. They can take an incomplete customer profile and append
data from third parties to see a more accurate view, as opposed to manual research to
complete profiles. This is a key component to customers’ increasing expectation for
personalization.
Why is transformation needed now?

It’s been needed for some time, but the imperative is the growth of mobile device
use which has enabled customers to instantly log in to Facebook, Twitter, Instagram
and other social networks. As they log in, they can openly discuss issues with and
about your business. Tablets and smartphones have made it easier to swipe and
perform a range of activities:
 Request customer service
 Complain
 Ask for help
 Share good news
 Suggest new product development
 Look for offers
The first step towards Digital
transformation for Marketing
If this resonates with you and perhaps you’re the lone digital voice in your organization,
trying to persuade other to take action, How do you get started?
The Smart Insights guide to Digital Transformation starts with making the business case
for transformation.
It’s getting buy-in at a senior level, before you take other action. How do you do this?
 Take a look at your COMPETITORS. What are they doing? If their sales are increasing and if
your sales are not, this is a good starting point.
 Take a look at your CUSTOMERS. What’s their demographic profile? If they are an older
audience, what’s the succession plan? How are you winning new customers?
 Take a look at YOUR STAFF. Where are they spending time managing customer queries, what
are the issues they can’t solve? These may be missed sales opportunities.
The 5-step approach to digital
marketing transformation
1. Current situation analysis – undertake a review and assessment of the current state of
digital in your marketing activities focusing on the customer experience across the main
digital channels. Review the activities of your competitors, other players in your sector,
and other digital marketing leaders across a range of sectors.
2. Create the vision – create a vision for digital and why it is critical to become ‘digital
first’.
3. Build the business case – focus on the value of digital to your business and how it will
create benefits for both the short and long-term. Identify your key performance
indicators, and put measures in place that will help you to keep momentum when the
going gets tough.
4. Develop your digital marketing strategy – identify the key strategic strands of your
new digital marketing strategy, and drill down to the tactical campaigns.
5. Continuous review and improvement – embed a process of continuous improvement
with a ‘test and fail fast’ mentality. Embarking on new digital marketing techniques is
critical to stay ‘digital first’
The value of digital Transformation for
Marketing
 Digital transformation for marketing allows brands to TARGET NEW
CUSTOMERS and more effectively measure return on investment through
the vast range of web analytics platforms available today.
 With the ability to transcend geographical boundaries, brands with a
STRONG DIGITAL PRESENCE CAN ATTRACT NEW CUSTOMERS to their
business not possible to those relying solely on traditional marketing
techniques.
The exciting implications for marketing
transformation in an ever-evolving digital
world

 Businesses must adapt or die

 It’s no longer a (hu)man’s world. It’s a Computer’s and Smart Phones World
 The most exciting tech tools in today’s marketing stack are Virtual Reality (VR),
Artificial Intelligence (AI) and Augmented Reality (AR)
 AI is becoming Augmented Intelligence
How digital transformation can revolutionize
marketing
The role of digital transformation in
driving customer experience
In the last thirty years marketing has undergone a dramatic transformation.
It has evolved from physical to digital marketing and today, towards automation.

In a world where CUSTOMER EXPERIENCE IS KING, businesses are harnessing new

technology to help marketers MEET AND EXCEED CUSTOMER EXPECTATIONS.
The role of digital transformation in
driving customer experience
 Marketing transformation
For decades, marketers’ core strategy for reaching customers revolved around manual
direct marketing such as catalogues.
However, in the 1990s marketers began the first steps on the journey to digital
transformation, with the first online marketing campaign launching in 1997.
Marketing digital transformation has one purpose at its core - to provide a relevant,
engaging customer experience in a rapidly changing world.
The birth of ubiquitous internet access switched the balance of power between brand and
consumer, PLACING CONSUMERS FIRMLY IN THE DRIVERS’ SEAT.
The role of digital transformation in
driving customer experience
 Customer experience
With customers able to Compare Prices and access Reviews at the click of a button, they
have become much better informed and less loyal to brands.
In response, businesses have been undergoing a transition to become increasingly
customer-centric to ensure that they keep retention figures up by offering customers a
service as they expect it - on their terms.

When Personal Computer and Smart Phone ownership exploded, the significance of
analogue communication declined.
Marketing had to adapt to keep up with new consumer preferences.
The role of digital transformation in
driving customer experience
 Marketing automation
Automation is an important consideration in that ongoing evolution. Used properly, a
marketing automation process strategy can help marketers to:
 Deploy personalized content to the right people via the right channels
 Cut down on arduous, time consuming tasks.
 Manual jobs like lead follow up and social media scheduling can be automated.
 Lead generation by providing recommendations on how to improve a campaign in
terms of aspects like key words.
 Enhance inbound marketing by providing more tailored suggestions for
communicating with leads, based on data collected across multiple channels to build
a more complex and accurate profile.
 Driving increased revenues and improving customer retention.
 building online branding
5 Big Fundamentals of Digital
Marketing Transformation
1. Create new customer centric thinking
2. Create ‘always on’ marketing programs
3. Establish a culture of digital optimization
4. Adopt backbone digital marketing technology
5. Introduce new marketing roles – Enabling agile marketing

Your Customer Are Not Waiting To Become Digital.

THEY ARE ALREADY DIGITAL.
7 Roadblocks to Digital Marketing
Transformation
1. The Challenge of Big Data Management
2. Lack of Knowledge and Talent
3. The Challenge of Understanding Digital Customer Behavior
4. The Challenge of Overcoming a Digital Marketing Paradox – “Transformation is
Important but Not Urgent”
5. The Challenge of Shifting to Mobile
6. Power Struggles and Politics
7. Legacy Systems and Technology Fatigue
Your 2019 Digital Marketing
Transformation Strategy
First, we need to ask:
What are the most important aspects of your digital marketing transformation strategy?
 Content Marketing
 Video Marketing
 SEO
 Web Accessibility
 Paid Advertising
 Social Media Marketing
 Analytics
In the past year, each of these components has seen new trends evolve which will continue into
2020.
So what can you expect and how should you adjust your strategy?
 Thank You &
Have a Nice Life

RABIE AL-ALFY
GM@SOFT-CLICK.NET 01001079911
MARKETING, BUSINESS &GOOGLE CONSULTANT
FOUNDER & CEO OF SOFT CLICK WWW.SOFT-CLICK.NET