Digital Transformation

To think about digital transformation is to think about the relationship of a brand with its consumers. Technologies, processes, tools and methodologies are not the end but the means to an increasingly relevant and successful customer experience.

Digital transformation stands out as one of the main challenges currently faced by companies. The way technology has transformed society directly results in changes in consumer behaviour and interaction among people, and requires all industries and business sectors to adapt.

Digital transformation is an innovation process which companies must endure. While delivering more relevant experiences, they should focus on customer experience, use technology as an instrument of change and make digital communication the main form of interaction.

Consumers are increasingly connected and hold in their hands a much greater power to influence. They are also more demanding, yearning for smarter products and services tailored to their needs.

The customer-brand relationship has been revolutionised by the internet and other digital channels. On the one hand, this has brought both parties closer together and facilitated communication, but on the other hand it has increased immediacy among consumers, who now require accurate and instant answers.

In this context, having a communication strategy ready for the digital universe has become merely the first step towards adapting to this new reality. More than communicating with consumers online, in the current scenario organisations are required to undergo a structural change where technology plays a central strategic role.

Focus on customer experience

To meet these new demands, brands should use new technologies to provide a personalised service, prioritising troubleshooting and delivering the best customer experience.

In this new modus operandi, digital communication should be the consequence of implementing structured processes, marketing techniques and robust tools focused on greater reach and better message performance. This enables a deeper understanding of the offer and, consequently, greater results.

Real digital transformation occurs when there is impact on the business. To remain competitive, brands are increasingly required to provide positive and remarkable experiences for the new consumer. These new models and relationships have streamlined the communication and interaction of the brands with their consumers.

Technologies and concepts, such as the Internet of Things (IoT), Blockchain, Artificial Intelligence, Big Data, Augmented Reality, Programmatic Buying and Performance Marketing, already have a big impact on companies. To work with these and other areas, one needs technical and strategic skills that range from the implementation of new ways of working and training different teams to the adoption of technology platforms that will support different communication dynamics.

Marketing should lead digital transformation, but cultural change relies on deep changes in processes, people and paradigms. In other words, it relies on the entire organisation.

In this context, Cadastra with its work structure and specialised consulting services is an important partner for large companies in their journey toward digital transformation.