For businesses to remain competitive today, they need access to details about their customers through online data. As a result, many businesses are digitizing their operations so they can collect and analyze data about their customers, to serve those customers better. The emergence of mobile devices, data analytics, and the Internet of Things (IoT) has really changed the game for business-to-business (B2B) and business-to-consumer (B2C) organizations.
We need to consider how digital transformation relates to better customer acquisition, engagement and loyalty. What does an organization need to do to transform themselves to remain not only competitive, but relevant to their customers?
Today’s business must have access to pertinent data on customer behavior and habits from web and social analytics tools and platforms. They can also access logistical information on consumers, available with radio-frequency identification (RFID), weather, and routing information.
Without agile cloud-based solutions, businesses cannot store, analyze and act on their collected data. Businesses must invest in a mobile-first approach, as well as in connected devices (Internet of Things) as the way in which the data will be collected and distributed to help marketing, sales and operations stay connected with each other and with customers.
And without the intelligence and analytics tools to guide marketers, businesses will not be able to maintain, manage and administer support to the many digital channels consumers now require in order to trust and work with businesses.
Emphasis on the user journey
Customers expect a consistent user experience across channels and devices. Plenty of companies use a programmatic ad-buying approach (using software to purchase digital advertising for targeted audiences) and aim to create an omni-channel experience. But these two elements need to be brought together to be used to full effect....
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