Digital transformation is an organisational change from using traditional forms of marketing, to prioritising digital and online promotions. Fast paced digital developments have led to the continued evolution of the digital world and have subsequently affected customer expectations and behaviour. Mobile usage has increased, and the way we obtain information and purchase goods has now meant, that many companies are having to put digital at the forefront of their thoughts in order to capture the benefit of new trends and to keep up with competitors.
To stay competitive and relevant, it is important for companies to start progressing their digital transformation. Becoming a ‘Digital First’ company in a fast-paced modern digital world is essential for the growth of many businesses. However, a recent study by MIT and Deloitte Digital suggest that the pace of transformation is slow. Which is surprising when in 2018, a report by SAP found that 84% of companies believed ‘digital transformation was crucial’. So why is it that so many companies feel that digital is important but there has only been a slight rise in implementation?
The Difficulties Of Transformation
The movement towards digital marketing isn’t always easy and some companies struggle with the transformation. Those that find it difficult tend to come from the more traditional sectors for example, engineering, legal professions, shipping and haulage. So what are the fears and barriers that affect a company’s ability to go digital or to fully integrate digital into their marketing practices?
Underestimating the benefits of being in the digital marketing space, tends to be one of the major reasons for not transforming, others include:
Uncertainty about change.
Lack of resources.
Lack of skilled staff or dedicated marketing staff.
Concerns about continued learning and up-skilling of staff.
Cost of implementation and continued ongoing costs.
Mindset – holding on to traditional methods and working practises, through fear of change and lack of understanding about digital marketing.
Why Digital Marketing?
1. Digital marketing doesn’t have to cost the earth; campaigns can be created relative to a company’s situation, budget and goals. It can be a more cost-effective method of reaching a target audience, compared to traditional methods.
2. The ‘world is flat’ when it comes to marketing online, there are no geographical boundaries; the world’s audience is readily available.
3. One of the major benefits of digital marketing is the ability to monitor results and use data to fine-tune campaigns. There is a wide variety of analytical platforms available that can measure return on investment (ROI), software such as Google Analytics, for example, can provide detailed data on website visitor activity and behaviour.
Start with building a digital orientated culture, leaders and the workforce should all be on-board, without this the transformation will not fully happen. Decide who is going to drive the change forward and set out responsibilities. Positive attitudes are important with leaders and key staff encouraging a shift in mindset to new ways of thinking.
Decide on business goals and how the goals are going to be achieved. Undertake a SWOT analysis to evaluate your current marketing position and to identify strengths, weaknesses and opportunities that could be exploited. Some companies need help at this stage, especially if knowledge is limited and there is no one with the required skills and experience to drive the project forward.
Outline key indicators that can be used to measure success and which will be used to form the basis of a core strategy. Divide the strategy into short term, medium term and long term goals.
Put in place monitoring tools and continue to evaluate, improve and where necessary, make changes to achieve identifiable goals. Most importantly, deeper more targeted analytics results in better decision making.
If you need help or advice on developing your company’s ‘Digital First’ Strategy please get in touch here
Having a clear well thought out marketing strategy is a must in order to achieve successful marketing campaigns and increased sales. You need to know what you are working towards and what goals you want to achieve. Successful businesses have clear, measurable goals and objectives, they know what they want and how to go about achieving it. An efficient method used by many performance managers is through SMART targets and is particularly effective when applied to social media marketing.
So what is SMART and how can you implement it?
The term/acronym SMART was given by George T Doran in an article produced for Management Review and has extensively been used in business to enable management to define goals and objectives in a structured and effective manner. There are different interpretations as to the exact definition, however they all stress the importance of planning and goal setting.
S – Specific
M – Measurable
A – Assignable
R – Relevant
T – Time related.
Let’s look at each section in more depth
Focus on an area of improvement, be specific don’t generalise. Decide on what the end result is going to be, and what you want to achieve?Think about how you will use social media in order to reach your objective. Which platforms will you us to reach your target market? Decide on who is involved and make sure that they are all aware of their roles and individual objectives and how they fit into the overall scheme.
Create a system where you can track progress and provide focus as you work towards your final objective/goal. Without setting targets it’s not possible to know whether you are progressing. Analytical tools are a useful means by which you can track the success of your social media campaigns and can provide a wealth of information on such areas such as, engagement, and provide a variety of statistics on public interaction. This knowledge will help you fine tune your campaign and understand more about what is successful or not, enabling you to meet your goal more efficiently.
Give yourself something to work and strive towards but don’t have targets that are unobtainable, don’t be too ambitious, be realistic. Having goals that are unobtainable lead to demoralisation and the feeling of failure . Its good to be stretched in such a way that there are rewards for all the hard effort. I know being realistic is a difficult term to define, some people are more confident than others, the road to reaching your goal may be one of new discoveries and opportunities, but primarily the main aspect of having achievable goals is to know your industry well and be well informed.
Take into consideration current markets and is your goal relevant in the current market situation, therefore timing is so important. Also is it relevant to what your brand promotes and what you have done previously, this will also relate to having the relevant skills and resources to be able to move forward.
Don’t drift, set time related goals and a sense of urgency, so that you are more driven. Without time limits complacency can set in and other things take preference. Deadlines provide focus and efficiency.
https://www.harrisondigitalmedia.co.uk/wp-content/uploads/2016/06/blog-saver-1.jpg360360Andy Harrisonhttps://harrisondigitalmedia.co.uk/wp-content/uploads/2020/03/Transparent-Logo-21-300x56.pngAndy Harrison2014-11-28 16:51:582020-03-03 12:39:23Be Smart With Your Social Media Marketing
What is the name of this company and what do they do?
I really didn’t need to ask, we all know the logo and what it stands for, and it isn’t a greengrocer! The image doesn’t even relate to computers or mobile technology in any way, it can be any colour or size it doesn’t matter, because Apple have created a visual image that is immediately recognisable and unique to them. As soon as we see it we know what it stands for.
So why is it important to visually market your company?
To be recognised and stand out from the crowd! You may have a good business name but that alone will not make you stand out on a social networking platform such as Twitter.
Your logo will be seen before anyone reads your article or post.Therefore make it noticeable, enabling immediate identification. It ideally should be simple, distinctive and if possible appropriate.
A logo is your companies’ signature, so the colours, font and symbols should be unique to your business.
Create consistency -it’s a visual representation of your company, and as with Apple or Twitter it will become synonymous with your brand. Make sure it is on everything you do from business cards, banners your web site, all promotional material and not forgetting your social media platforms.
In the current fast paced world of social media marketing branding becomes even more important, think of your twitter feed, most people will rapidly scan the feed and pick up on one or two items. Clearly their eye is going to pick up on designs that stand out. Too often we see companies who have spent a great deal of time and thought on their branding yet throw something together when it comes to social media. Yet in reality the way you show your brand on social media is arguably even more important than any other area of your business.
Remember each social media platform is different and has its own unique design and look, which means that a banner designed for LinkedIn won’t be the right fit for Facebook, Google+ or Twitter.
These images show how our banners are specifically designed for each individual platform, they are also designed to work on different devices, whether it be for example a mobile phone, computer or tablet.
We would love to know what you think about social media branding have you got your social media branded if not why not?
Comment and let us know what you think, or feel free to contact us direct, we look forward to hearing your thoughts.
https://www.harrisondigitalmedia.co.uk/wp-content/uploads/2016/06/blog-saver-1.jpg360360Andy Harrisonhttps://harrisondigitalmedia.co.uk/wp-content/uploads/2020/03/Transparent-Logo-21-300x56.pngAndy Harrison2014-11-13 17:39:392020-03-03 12:39:51Social Media Branding - Important! If so why?
High Speed Broadband is now an integral part of the UK’s push to become a leading knowledge economy, how could your business benefit from the use of high speed broadband and Cloud computing?
So what do we mean by the Cloud?
In the simplest terms, cloud computing means storing and accessing data and programs over the Internet instead of your computer’s hard drive. Examples of this may be Google Drive, Microsoft 365 or Apple I Cloud.
In the UK Broadband Study of 2013 improved productivity was one of the areas outlined as one which could help business. How could cloud computing help make your staff more productive? The UK Broadband study found that nationally a 2% reduction in commuting would lead to a reduction of some 2.3 billion kilometers per annum this in turn would make essential journeys quicker and more productive.
Do you need to attend every meeting in person? Using webinar and meeting tools could see a 9% reduction in business travel reducing business mileage by 5.3 billion kms per annum.
Above we have provided you with just a few interesting statistics as to the beneficial effects of using Cloud there are many others, so let’s summarize the main benefits:
You can work from anywhere as long as you have access to the internet , which for example can be through your phone, tablet ,computer or Chrome Book and is what we ‘call off premises IT.’ Telecommuting means that your office can be anywhere you want it to be!
Enables real time information and shared access.
You can work with others on a document at the same time. You can even see what the other person is doing as it happens. There is no longer the need to keep passing information backwards and forwards.
There is normally no initial start up cost and the majority are pay as you go. There is also no need to invest in expensive in-house servers and software, all is provided for by the service provider
Suppliers responsible for the infrastructure
Management such as security and updates are provided for at no extra cost by the suppliers who invest heavily in an experienced and knowledgeable workforce, in order to enable them to be key players in what is a growing competitive market. For example if you are using Google Apps everything is provided by Google and hosted on their powerful and secure servers.
Disaster management and protection of data
If in the case for example of a fire, flood or theft, data will not be lost and still accessible. Therefore causing less disruption to business and the peace of mind in knowing that data will be safe. Cloud also eliminates the need to have to back up files or download to a server.
Let us know how Cloud computing has impacted on your business?
https://www.harrisondigitalmedia.co.uk/wp-content/uploads/2016/06/blog-saver-1.jpg360360Andy Harrisonhttps://harrisondigitalmedia.co.uk/wp-content/uploads/2020/03/Transparent-Logo-21-300x56.pngAndy Harrison2014-11-06 15:44:432020-03-03 12:40:14Business Productivity and the Cloud
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