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.
IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.
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SEO was a lot simpler in a less-crowded marketplace; you could optimize by keyword for your product, industry, or customer demographics and watch your traffic grow. In 2021, however, not only is the online space left with little metaphorical keyword elbow room, but search engines have gotten smarter to keep up with consumer demand. People search more conversationally due to voice assistants like Alexa and Siri, and AI-powered chatbots learn more as they’re being searched, which also contributes to a natural semantic search style. If marketers want to make sure their SEO efforts are being noticed, there are several ways to do this, all of which embrace this more casual way of searching consumers are employing – “long-tail keywords,” those with fewer search results but a higher conversion rate; “keyword clusters,” which group product identifiers that can single out your brand; “natural language processing (or NLP)” which rely on qualifiers like “what” and “where” to make a search less-robotic, and the overall conversational style that voice search and chatbots have made more prominent as of late.
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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.
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