Top Brands Are Leading the Digital Transformation
Marko Z. Muellner, Digital Vice President Group Director at Edelman, predicted that 2015 will be the year of digital transformation. Even though digital is not new, many companies will truly start to embrace digital and race ahead of the competition this year.
Muellner’s forecast is backed up by elaborate research from Brian Solis and the Altimeter team. Solis defines digital transformation as “The realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle.”
Here are three of the key findings Solis noted in his research:
- Digital transformation is quickly becoming a priority for many leading organizations.
- Social, mobile, real-time, and other disruptive technologies are aligning to necessitate bigger changes than initially anticipated.
- Digital transformation is driven partly by technology and also by the evolution of customer behavior.
As technology changes, brands must adapt to reach customers whose behavior and devices are changing. Customers are looking for brands that meet them where they are—in the digital realm. This requires brands to understand the customer experience and where the digital touchpoint opportunities are.
Muellner states it well: “Instead of taking it as it comes, reacting to the next fire drill or doing what you did last year, start to build an organization around the dynamism of digital itself.” He says the best agencies “are becoming expert at both story craft and digital media where content creation and distribution are agile and cost effective and can scale from 1:1 customer interactions to millions and billions of impressions.”
Many large consumer brands are turning to live interactive video to connect with their digital audiences, helping to bridge the gap between physical products and digital audiences. Through live video, product experts can interact with fans, answer customer questions in real time and make a brand come alive. Live video streaming is the perfect way to tell brand and product stories in a scalable and authentic way.
The digital transformation is happening now. Digital marketing is a crucial part of any business development strategy. Successful brands are doing the research and seeking ways to provide the digital experiences their customers want.
What do you think the top digital transformation trends of 2015 are?