“We are living in a digital world” is something you must have heard countless times. Even if you run a non-digital business, digital transformation has become a necessity in many cases.

Not only is much of the infrastructure required to run a business based on a digital platform (think GST, licenses etc.), but the methods of reaching your audience have also gone digital to a large extent. Looking at how the working style of every industry has changed in 2020, going digital is vital for your business to survive and thrive.

We will take a look at the aspects which impact the marketing of the business under this “digital transformation”. Like many business decisions, a “digital transformation” is not something that can be done overnight. There are several factors which need careful strategising and execution. These can be broadly divided into three categories - business-oriented, technology-oriented and people-oriented.

We will take a look at some of these here.

The business-oriented factors are the cornerstone of your digital transformation initiative as these determine the “face” of your business to your target audience.

Some of these include:

• Identifying your target audience

  This is what drives all the subsequent decisions. Accurately identifying your intended customer will determine the scale of, and hence, the time and cost involved in going digital.



• Brand message

  The next is to come up with a message that is not only in line with your stated business vision, but also appeals to your target audience and prompts them to engage with your brand in ways that you want them to. This also cements your identity in the minds of your customer.



• Business mission

  The success of any business initiative can only be measured if the mission behind it is clearly outlined. This typically includes measurable KPIs (for example, 10% sales growth in Western India in Q1 2021).




The technology-oriented factors are influenced by the business-oriented ones. Some of these include:

• Infrastructure audit

  This involves listing the existing digital infrastructure so that the need for upgrade/replacement can be assessed.



• Technology framework

  In this, we make technical decisions like the type and structure of the website, technology to be used for website creation, whether to change hosting providers, etc.



• Online presence

  Here, we decide if we want to reuse existing domains or move to new ones, social media platforms to be present on, content to be covered on the website and social media platforms etc.

The people-oriented factors primarily deal with changing the mindset of the entire organisation, starting right at the top. From familiarising themselves with the new tools and technologies to engaging with the company’s social media presence, to even thinking “digital first” in their respective work areas, there are so many ways in which your employees can contribute to strengthening your digital footprint. Everyone also needs to understand and adapt to the differences between the traditional and digital ways of working, especially outward-facing functions like sales and marketing.

Idecution, as always, is ready to guide you and partner you to success in the digital transformation of your business.

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