CIOInsider India Magazine

Digital transformation has risen to be a leading marketing imperative over the last couple of years. Although every sector has been transformed, Digital Transfomration’s impact on marketing is particularly conspicuous. The present day marketer must be guided by a robust digital transformation strategy, ensuring the usage of data, online channels, digital content, and other technology solutions to reach customers. In marketing, digital transformation can be studied as a two-pronged concept:

• Macro digital transformation strategy: As consumer expectations are changing in the digital era, marketers ought to ensure that their campaigns are wired for greater personalization, seamless experiences, and uniform omnichannel interactions.

• Micro digital transformation strategy: When it comes to execution, marketers use data platforms (such as customer data platforms), and analytics to make sense of data, coupled with cloud-based marketing applications and a myriad of other digital solutions to realize their macro vision.

New Forces in Digital Transformation

Globally, martech vendors are anxious to offer the latest solutions which will up your marketing efforts. These solutions include sophisticated concepts such as the Internet-of-Things (IoT), Artificial Intelligence (AI), immersive technologies such as Augmented Reality and Virtual Reality, and Blockchain. Unlike the first wave of digital transformation in marketing that focused on automation and operational efficiency, these futuristic concepts promise new sources of value generation.

As digitization continues to mould and consume the physical world, the scope of digital transformation within businesses keeps taking new forms. In an era of unprecedented opportunity as such, and a great deal of growth we might experience over the next decade, will be revolutionized by artificial intelligence. Precisely, PwC predicts that AI will add $15.7 trillion to global GDP annually by the year 2030.

Evidently, Artificial intelligence is already a key influence of digital transformation across verticals, from insurance to manufacturing and to the automotive industry. The potential of AI to migrate business strategy to a truly customer-centric model remains largely untapped, but CMOs all across the globe are increasingly aware of the need for an “AI-first” approach.

We admit, the reasons for this are self-explanatory. Times are ripe with more data at our disposal than we have ever known, and more effective technologies allowing us to make sense of it all. Now, we can finally start to deliver better experiences and fruitful results for the modern consumer’s needs. AI offers a scalable, highly efficient methodology to deliver on this promise.