DIGITAL
TRANSFORMATION
WHAT IS DIGITAL TRANSFORMATION?
eMarketer defines digital transformation as the process by which business leaders harness the capabilities and advances of emerging technologies to digitally reinvent their company’s operations, products, marketing, culture, and goals for future growth. Digital transformation is not merely the adoption of new technology, but rather a way of orienting a business toward success in an increasingly digital business and consumer environment.
WHY SHOULD MARKETERS CARE?
In the past decade, new industries have emerged while old ones have crumbled, almost entirely due to changes brought about by advancements in digital technology. For marketers, embracing digital transformation is no longer optional; it is vital for a brand’s survival and growth. Those who embrace digital transformation position themselves for success.
HOW CAN IT HELP YOUR BUSINESS?
Digital transformation is a two-sided coin, and on the other side of digital disruption, there is digital opportunity. Marketers have the ability to understand their customers better than ever before, craft and tweak personalized creative quicker and more efficiently, and reach consumers in the ideal place, time, and context to drive engagement and ultimately, sales.
For the majority of the U.S. workforce, the past three months have been a complete paradigm shift in what’s considered “business as usual.” Millions of us are, for the first time in our careers, working entirely remotely, and brands across the country are scrambling to establish a “new normal.” But what if your entire workforce was remote to begin with? Marketing Futures spoke with Russ Perry, the founder of Design Pickle, a member of Inc.’s 500 fastest growing companies in 2019, about what it’s like to manage a staff of more than 400, of which only a small handful live and work in the company’s headquarter city of Scottsdale, Arizona. Russ discussed what the first few weeks of the COVID-19 crisis were like for Design Pickle, and shared advice for leaders looking to maintain creativity and camaraderie from afar.
> See all episodes
Prior to the pandemic, adoption of virtual doctor visits was negligible (at just 11%, according to a McKinsey survey). Since social distancing and quarantine, however, those numbers have rocketed to 46 percent, and the comfort and ease both consumers and doctors are finding through telehealth, or telemedicine, indicate that it’s here to stay post-COVID. But the surge in telehealth begs the question: if some vital services like healthcare can be delivered virtually, what other traditionally physical industries may also find themselves delivering via cyberspace? For the moment, telehealth is ruling the space and the resources below discuss its growth, application, and future.
> See all issues
WHAT IS DIGITAL TRANSFORMATION?
eMarketer defines digital transformation as the process by which business leaders harness the capabilities and advances of emerging technologies to digitally reinvent their company’s operations, products, marketing, culture, and goals for future growth. Digital transformation is not merely the adoption of new technology, but rather a way of orienting a business toward success in an increasingly digital business and consumer environment.
WHY SHOULD MARKETERS CARE?
In the past decade, new industries have emerged while old ones have crumbled, almost entirely due to changes brought about by advancements in digital technology. For marketers, embracing digital transformation is no longer optional; it is vital for a brand’s survival and growth. Those who embrace digital transformation position themselves for success.
HOW CAN IT HELP YOUR BUSINESS?
Digital transformation is a two-sided coin: on one side is digital disruption, while on the other is digital opportunity. Marketers can disrupt, rather than be disrupted, by understanding their customers better than ever before, crafting and tweaking personalized creative more efficiently, and reaching consumers in the ideal place, time, and context to drive engagement and, ultimately, sales.
“Make sense of the data. While a good portion of the data will remain anonymous, work toward understanding personas and behavioral patterns within the data. Business-to-business companies have the added challenge of deciphering data sets associated with individual buyers and corporate accounts.”
Geoff Ramsey
Co-Founder and Chief Content Officer
eMarketer
Key Stats
ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.
Related Content
Want to take a deeper dive into digital transformation? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else.
Domino's From Bad Pizza to Machine Learning
ANA. September 2019
Domino’s shared the story of its brand transformation and how embracing innovation led it to create its most recent campaign, “Points for Pies,” which leveraged AI and celebrated the love of pizza around the nation.
How Data and Technology Can Keep Marketeres Relevant
ANA. September 2019
SAS Institute explained how marketing teams can and should use data and technology to make us more efficient while still maintaining authentic human connection.
Mastering B2B Marketing in a Digital Age
ANA. May 2019
Geoff Ramsey of eMarketer offered a deep dive into five important trends that are disrupting business marketing.
Download Now!
Digital transformation is the change associated with the application of digital technology in all aspects of human society. In the span of one decade, digital media has completely changed the way customers act, and as a result, the way brands do business.
ANA Marketing Futures spoke to marketers and experts across industries to get their opinion on the value and viability of this emerging trend, and created a guide for to help brands master marketing in a digital world.
Download the full report today!
Geoff Ramsey
CoFounder and Chief Content Officer
eMarketer
“Make sense of the data. While a good portion of the data will remain anonymous, work toward understanding personas and behavioral patterns within the data. Business-to-business companies have the added challenge of deciphering data sets associated with individual buyers and corporate accounts.”
Key Stats
ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.
Related Content
Want to take a deeper dive into digital transformation? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else.
Domino's From Bad Pizza to Machine Learning
ANA. September 2019
Domino’s shared the story of its brand transformation and how embracing innovation led it to create its most recent campaign, “Points for Pies,” which leveraged AI and celebrated the love of pizza around the nation.
How Data and Technology Can Keep Marketeres Relevant
ANA. September 2019
SAS Institute explained how marketing teams can and should use data and technology to make us more efficient while still maintaining authentic human connection.
Mastering B2B Marketing in a Digital Age
ANA. May 2019
Geoff Ramsey of eMarketer offered a deep dive into five important trends that are disrupting business marketing.
Download Now!
Digital transformation is the change associated with the application of digital technology in all aspects of human society. In the span of one decade, digital media has completely changed the way customers act, and as a result, the way brands do business.
ANA Marketing Futures spoke to marketers and experts across industries to get their opinion on the value and viability of this emerging trend, and created a guide for to help brands master marketing in a digital world.
About ANA Marketing Futures
Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.
ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.
Copyright © 2020 Association of National Advertisers-established in 1910
Contact
10 Grand Central
155 E 44th Street
New York, NY 10017
Phone: 212.697.5950
Email: marketingfutures@ana.net
