Why it’s important to ‘Go Digital’

The Age of Disruption:

The Age of Disruption: Why it’s important to ‘Go Digital’

1. What is digital transformation?

3. Causes of digital disruption and transformation

4. Why is digital transformation important?

5. Who is it affecting? a. Retail b. Print c. Healthcare d. Financial services e. Construction f. IT

2. What is digital disruption?

6. User experience is the key to digital transformation

7. It’s all about social media

8. Don’t get left behind – the approaches to digital transformation

9. Last thoughts

Ascesis is a full service digital house that specialise in helping our partners achieve their goals through executing fantastic support, designs and innovative campaigns.

We see our clients as partners and keep our client roster limited so we can be more dedicated, passionate and subsequently form those all-important lasting relationships. Our highly skilled team possess a heritage in marketing and data, along with a raw passion for innovative design and intelligence drive results, meaning that we know and understand our partner’s needs that bit better.

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9. Last thoughts

Digital transformation, put simply, is a shift in business activities, processes,strategies, and models that leverages the opportunities of digital technologies.

It involves organisations being able to move faster than competition in order to stay one step ahead of the game; they must be proactive and understanding of both present and future technology shifts in order to reap the rewards ofdigital transformation.

By the end of 2017, two thirds of global 2000 companies will have digital transformation

at the centre of their corporate strategy 92 per cent of businesses say that intelligent information will be put to wider use within their company during the next 12 months 87 per cent of companies believe that digital transformation is a competitive opportunity.

27 per cent of executive’s rate digital transformation as a “matter of survival” within the business world Digital transformation will be utilised by 50 per cent of enterprises in 2020, compared to just 22 per cent in 2017.

..of companies believe that digital transformation is a competitive opportunity

87%

What is Digital Transformation

DIGITAL TRANSFORMATION

Digital transformation and digital disruption come hand-in- hand: digital disruption happens when a business is significantly challenged by existing companies who have utilised digital transformation. These challenges often come from forward-thinking companies who have come up with solutions that cause a significant shift in customer behaviour.

Technical innovations are perhaps the biggest factor in causing digital disruption and transformation. Technology is constantly evolving and both customers and competitors are understanding this. There is therefore a constant need to be one step ahead of the game, causing organisations to either welcome digital transformation or become plagued by digital disruption.

2. Customer behaviour and demands Even before the Internet existed, there was always a demand from customers for ease of use and simplicity when purchasing products and services. This demand has only increased with the rise of technology, with customers now seeking a completely simplified and pain-free experience with everything they do and buy. Organisations therefore need to step up and recognise evolving customer behaviour and utilise digital transformation.

So, what causes disruption and transformation?What is digital disruption?

What is Digital Disruption

DIGITAL DISRUPTION

The importance of digital transformation.

Why is digital transformation so important? It’s simple: the digital era is infull-force. Organisations from various industries are beginning to conform to

digital transformation, integrating various digital strategies across theirbusiness in order to increase revenue and customer satisfaction. It is

therefore critical for businesses, big or small, to continuously innovate inorder to stay competitive and attract new customers. If a company fails to do

so, they will get left behind or eaten up by competitors who are includingdigital in every aspect of their marketing strategy.

“It’s now imperative that CEO’s leverage the right technology andcross-collaborate in order to provide the best possible experience

for their customers.” – James Purvis, Rubrik

The Importance of Digital Transformation

There is no question that all industries will be affected by digital

transformation and digital disruption. Below are just a few examples of

industries that have been disrupted by the shift in technology:

Who is Digital Transformation Affecting?

RetailIt is now easier than ever before to go online and purchase your summer wardrobe in just a few clicks. In recent years, the retail industry has been disrupted more than most industries through the creation of apps, and digital in-store purchases that make UX easier and more enjoyable than ever.

PrintMany newspapers, magazines, and books have now taken on a digital-only format, with those who haven’t adopted the shift in technology being swallowed up by the ones that have. Nevertheless, print journalism is still alive, but with many journalism courses now shifting the focus to coding, infographic creation and new media innovation, the future of print is uncertain.

HealthcareThe digital transformation of healthcare is driven by the ever-growing population, the rise of chronic diseases, and increasing costs.These factors bring a global need for efficiency and fast access to healthcare information – something that digital technology can provide with ease. The digital health market is expected to rise from £80 billion in 2015 to a huge £206 billion in 2020.

Financial servicesWith the introduction of online banking, banks across the globe now need to come up with innovative ways to put the customer first and provide them with complete ease of service (for example, instant bank transfers and flexi-overdrafts). If a retail bank doesn’t research and conform to new technologies, it faces being overtaken by someone more agile and innovative.

Construction2016 was the tipping point in the construction industry’s digital transformation, with 53 percent of construction professionals suggesting that they either had a new digital technology strategy in place or they expected it to be in place before the end of the year. The construction industry is now utilising self-driving trucks, construction collaboration apps, thermal imaging cameras and drones to ensure they are a part of the digital transformation revolution.

KEEP THE CUSTOMER IN MIND.

“– Sandeep Raut,

The Digital Transformation People

User experience refers to the use design thinking or practices to make software, a website, or a mobile app more ergonomic, accessi-ble and easy touse. We believe that UX is not only the key to digital transformation, but it isalso at the heart of digital transformation. To really win at digitaltransformation, user experience should be at the heart of your shift:consumers are always going to pick the

company that offer the easiest, quickest, and simplest solution.

“Digital transformation starts with the customer in mind. A top-notch user experience is a fantastic way to keep customers involved and engaged with your brand in this digital age – it

is the key element to making a difference and getting an edge over your competitors.”

User Experience

THERE ARE MANY CRITERIA TO CREATING OR ASSESSING USER EXPERIENCE WHEN MAKING YOUR DIGITAL TRANSFORMATION. FOR EXAMPLE:

∞ Search – how easy it is to find the site

∞ Consistency – providing the same experience across all devices

∞ Content – how interesting, original and fresh the content is

∞ Design – something clean, simple and appealing

∞ Usefulness – how valuable are the features and functions

∞ Credibility – can users trust the app

∞ Usability – how easy it is for users to use your service

It’s all about social mediaSocial media is another key player when it comes to digital transformation. Social media used to be limited to a few key players: Facebook, Twitter, andYouTube, and digital marketers had no choice but to play by their rules.Nowadays, the digital marketing landscape is more like cable TV. Soundcloud, After School, and  Kik are three examples of niche platforms with millions of users. Furthermore, improved internet speeds have made video the most popular form of content. You will need to update your tactics to reflect these changes.

Patience Is the KeyMost brands have caught on to social media by now. You can’t be the firstone to crush social media in your niche, so you’ll have to try a different approach. The quality and consistency of your social media content will determine your digital marketing success for the next two years. Patience is the name of the game. If you are humble enough to create great content for your fans without expecting an immediate return, you’ll slowly build a stronger connection with your audience. On the other hand, some brands will selfishly seek a viral hit as fast as they can. This may work for a few marketers, but the vast majority will fail to gain traction. As they pursue an increasingly bizarre list of desperate tactics, they never learn to provide real value to fans. This is a losing proposition.

The Diversification of Social MediaThere are more social media platforms now than ever before. This will change the way you approach digital marketing. While Facebook still dominates the mass market, popular niche platforms are everywhere. Most brands will not have the resources to be present on every network. Instead, you want to take ownership of your audience by building a mailing list. You can use your social media platforms to create initial interest in your brand. Once people follow you on these platforms, send them to your mailing list. This is the beginning of your fan funnel. If you successfullyleverage social media to grow your mailing list, you can then use that list to convert fans into paying customers.

VIDEO IS POWERFUL AND POPULAR

Great Videos Create Growth

Video isn’t easy. It’s difficult and expensive when compared to photography or text-only content. Nonetheless, video is now the most popular form of content on the internet. Television is losing viewers to the world of social media, and advertisers arefollowing suit. This trend is advantageous for most digital marketers, since they don’t have to negotiate with television studios for airtime anymore. YouTube already serves one billion hours of video content per day to its users. This trend is likely to continue. You should invest in a strong video strategy now. Get in the habit of regularly releasing great videos, because that content will only become more valuable over time. Brands that focus on video will be the winners of the next two years.

User Experience

BE A WINNER!FOCUS ON VIDEO

Keep up with the digital shift by understanding the three approaches todigital transformation outlined below:

3. Business model transformationA business model transformation typically involves changing part ofthe supply chain, for example Uber becoming a new supplier in thetaxi business. The less predictable and more original thetransformation is, the better the results tend to be.

2. Business operations transformationWith a business operations transformation, the business modelremains the same, but the customer experience, products, services,and core operations are transformed. A good example of this is branch banking transforming to mobile banking – there’s still a place for the branch, just not for routine tasks like check depositing.

1. IT transformationAn IT transformation refers to technology that transforms internally, making the organisation more efficient and effective. The consumer will benefit from an IT transformation; however, they may not be consciously aware of the transformation. HPE suggests that an IT transformation includes techniques such as Software as a Service (SaaS) and virtualisation.

Don’t get left behind – the approaches to digital transformation

Last thoughtsTo succeed with your digital transformation journey, you should adopt innovative approaches and utilise new ways of user experience to interact and collaborate with customers. Although early adopters with a focused digital transformation strategy are seeing the biggest impact, it isn’t too late for any organisation, large or small, to begin their digital transformation and subsequently reap the rewards.

Be the Next Success StorySomebody is going to be the next big winner of the digital marketing world. Will it be you or your competitors?  If you put in the work, it’ll be your brand that takes the world by storm. Be patient and create great video content every single week. As people subscribe to your social media channels, convert them into mailing list subscribers. Follow this strategy and you will become a digital marketing success story.

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