The complete digital program consists of four stages i.e. Develop, Market, Measure and Optimize (DMMO model). The develop stage focuses on developing new capabilities in terms of technology, processes and people, Market stage focuses on promoting your products, identifying new customers and increasing brand visibility.
Measure and Optimize stage aim is to find a meaningful pattern in the capture data and optimize it to bring the best result for the businesses. 1. Develop – Technology, Business Processes and People ChangeDigital transformation is not just about embracing new technology, Rather, it uses technology as a means to an end and goes beyond business.
Cutting edge technologies such as Cloud, CMS, Mobility, DevOps and User Experience form the backbone of every transformation but it is key to incorporate the respective business processes and people change (process digitization, workforce enablement) to bring the desired result. While you conquer the first stage of transformation by bringing required changes in technology, people and processes, the next challenges would be how to drive more traffic to your website/app and increase brand awareness, that’s where the power of Digital Marketing comes into play. 2. Market – SEO and SEMA sound digital marketing program can help tremendously in increasing your brand awareness, drive more traffic and in turn increasing your top line numbers. SEO and SEM are the fundamental parts of your online marketing strategy. SEO is a powerful way to drive traffic at the top of the funnel, while SEM is a highly cost-effective way to drive conversions at the bottom of the funnel.
The key to success of a digital marketing program is sound understanding of your business and target audience. Now you developed the capabilities, run a sound digital marketing program, the next stage would be to capture, analyze the data and optimize it to maximize the output for the businesses. 3. Measure & Analyze – AnalyticsThe volume of data generated today is overwhelming, but it’s not the amount of data that’s important.
It’s what organizations do with the data that matters. With faster and more advanced computers storing increasing amounts of data and running sophisticated software algorithms producing the fast insights needed to make fact-based decisions. 4. Optimize – Conversion Rate and User Journey OptimizationLast but a very significant factor is Conversion Rate Optimization. This is a combination of art and science to understand customer behavior, intend towards the product/services, customer journey analysis and buying pattern. By understanding all these parameters, you can optimize your content, user journeys and in turn increase customer loyalty and revenue. A digital transformation strategy aims to create the capabilities of fully leveraging the possibilities and opportunities of new technologies and their impact faster, better and in more innovative way in the future.
A digital transformation journey needs a staged approach with a clear roadmap, involving a variety of stakeholders, beyond silos and internal/external limitations. This roadmap takes into account that end goals will continue to move as digital transformation de facto is an ongoing journey, as is change and digital innovation.