Digital Transformation is taking on a more humanistic approach.
It seems that during the Covid pandemic, many companies have realized that Digital Transformation needs to, and is, following the two basic truths behind solid consumer marketing; deliver a positive customer experience and use insights to gain a deep understanding of consumer/customer desires and needs to develop strategies and programs to drive growth.
In the past, a fair number of companies' digital efforts focused on what they could physically and technically do and gathered large amounts of data to support and direct their efforts. However, consumer marketing has always looked at the consumer's wants and desires and mined the data to improve the customer experience (from both a product and customer service perspective).
This recent change from an operational view, towards a more consumer-centric view, is one of the highlights in WARC’s recent global survey of marketing executives.
It points out
- over half (53%) of marketers said customer experience will be the most important element of digital transformation in 2022.Drawing insights from big data (45%) is the second-largest factor in digital transformation and
- Drawing insights from big data (45%) is the second-largest factor in digital transformation andDropping in importance from 2020, e-commerce/new routes to market (39%) follows in third place
- Dropping in importance from 2020, e-commerce/new routes to market (39%) follows in third place
Additional insight from WARC’s latest report shows that post-pandemic changes in consumer behaviour are having the greatest impact on the 2022 marketing strategy. These changes are causing approximately 25% of marketing organizations to merge their e-commerce and digital branding teams to better understand and meet their customer needs.