Companies started rebranding themselves digitally and became online-forward entities. This is when marketers coined the term “going digital”. Since then, there have been initiatives by marketing leaders to transform customer behavior and what they expect. This is why, in today's world, companies cannot have an outdated online presence. Their websites and content need to be constantly updated.
How Can Marketing Influence a Company’s Transformation Initiative?Marketing will always revolve around brand building, defining products and their placement, competitive positioning of brands and pricing of their products. Marketers influence the company by the following:
They Understand Consumer BehaviorMarketers learn the trends that affect all industries and their view of company products and services. If it is a B2C business, companies have to become extremely familiar with their direct consumers. B2B businesses need to understand the key factors that drive change in preference of their end clients.
They Establish Customer Analytics Throughout the Marketing EcosystemCustomer analytics involves creating a presence on social channels as well as all indirect digital channels. It also includes tracking customer interactions with a business's content, products and services, after which they have to monitor all their transactions and interactions.
They Install a Customer Value Proposition CouncilMarketers help in the unification of R&D/Innovation teams, Sales teams, Services teams and Finance teams into one. Marketing acts as the voice of the consumer in this scenario and helps in reimagining products and services for the company to make them more customer-driven and relevant.
They Develop an Integrated Marketing FunctionMarketing curates an integration of various experiences that start from the buyer’s journey from as a prospect to the point where the conversion needs to be completed. After which, companies can extend into the initialization of the prospect, offer support and reach the renewal phase of the product or service for the consumer to create a cyclic view of the customer experience. The marketing teams come with data which they share with all the functions that are involved to help them create a “connected experience” for the customer.
- Companies need to be constantly updated on their digital branding and marketing to be relevant in today's world
- Marketing helps in connecting different teams across the enterprise and unifying them to create an experience for the consumer