Digital transformation

The digital transformation, combined with disruption and uncertainty, has had a significant impact on marketing in recent years. Marketers are required to be able to take advantage of approaches that prioritize mobile devices, the social media and the adoption of state-of-the-art technology, such as chatbots and interactive formats. This inclusive vision of technology will be vital to achieving the stakeholders effectively and boost the business in the future.

Creating, boosting and converting quality leads continues to be the main objective of marketing professionals. The reality at this level has already changed, and it is likely that the way in which this interaction is developed will continue to change significantly over the next few years.

Rather than trying to ensure individual changes in marketing and sales teams, organizations need to consider rethinking their strategies and adapting them to a new environment and needs. And although we have become accustomed to approaching customers and prospects on communication platforms such as Zoom and Teams and organizing virtual events, these actions are insufficient to help bridge gaps in a pipeline.

In order to obtain more leads, it is now necessary to interact with and respond to potential customers where they are: digitally, especially on channels such as LinkedIn and Twitter. As part of this effort, the team should seek to position itself as thought leader and contribute to the conversation in an original and positively "provocative" way. An approach through which it will be possible to leverage the offer of solutions specific to the client's challenges and with a focus on the sector.

Most professionals are still unable to fulfill this vision individually. It is therefore the responsibility of the organization to provide the right support for this goal. Ultimately, executive leaders and team leaders, especially those in more innovative sectors, must create content that can be presented to the market, including white papersstudy, guides and tutorials, revealing experience, innovation and expertise.

The COVID-19 pandemic has impacted events and initiatives. While some organizations have opted for online events and others to delay or cancel what they had planned, all marketing professionals have had to adapt quickly to the reality that face-to-face events cannot be the focus of contact, and that the reality is now hybrid.

This uncertainty is also shifting the discourse towards the social media and communication formats on these platforms are also changing. Many marketers are now more interested in highly targeted and personalized strategies, with digital making it possible to use targeting tools with a high level of detail, delivering niche content to specific audience segments. Scheduling apps can help smaller, more resource-poor organizations and individual entrepreneurs manage an increasingly complex strategy with multiple messages and recipients.

These new strategies and tools can help brands adapt to a market where audiences are more interested in and respond more favorably to digital channels and personalized content. Marketers must be prepared to embrace these changes if they want to effectively reach their target audience in a future that is still being defined.