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.

Building Your Own Table, with Selle Evans of Masterly Business Solutions

Our industry has a diversity problem. The lack of equity and inclusion on marketing teams – particularly leadership – is why today’s guest stopped waiting for a seat at a table and built her own. Selle Evans is the founder and CEO of Masterly Business Solutions, a marketing agency focused on leveraging personalization to grow brands. Selle and Mike discussed the power of personalization, common mistakes companies make in their early stages, and the romantic power of Mix CDs.

> See all episodes
Keep Colors Bright All Year Long: How to Avoid Rainbow Washing Your Pride Marketing

Marketing to any demographic includes looking at sets of trends and profile basics to craft a message that will reach them most effectively (the explosion of articles discussing "marketing to millennials" is an easy way to see this in action). The issue with reducing groups of a similar generation, race, or preferences to a target on a marketing calendar, however, is that it forgets the individual, and betrays strong consumer preferences for personalization.

This has become especially true for LGBTQ+ communities, where marketers have grown comfortable during June's Pride Month in posting a rainbow on social media, creating a promotion, and calling it a day. While this is, of course, important, it also reduces the community and event to a symbology; it forgets that in the U.S., 5.6 percent of the U.S. population identifies as LGBTQ+; this community is made up of distinct individuals who don't want to just see performative allyship but messages that speak to them on an individual level with honesty, authenticity, and care.

> 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.

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 © 2021 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

 

marketingfutures.ana.net