How digital has changed business forever

Our world is now driven by digital transformation in a way that is almost contagious. Such has been the impact of technology that we are seeing nations who have smartphones but no regular access to water.

Businesses, therefore, need to understand how best to utilise the available digital developments. Of course this is different for every business but there are certainly common themes that resonate throughout. Outlined, is how digital transformation has impacted, and continues to impact, business.


Whilst digital technology has allowed communication to grow for decades now, the rise of messaging applications is enabling people to interact instantly across networks. Social media has acted, and still does, as a great channel for reaching customers on a regular basis with tailored marketing.

However, instant messaging is now becoming a powerhouse in the communication world with teenagers now spending more time on instant messaging apps (Messenger, WhatsApp, WeChat) than on social media itself. This means that businesses need to adapt and find ways of reaching customers through these channels.

Content overload

With global engagement on social media, there is an enormous amount of content hat is being shared on social media platforms.  This makes the marketer’s job incredibly difficult as they need to post informative, engaging and relevant content so reach consumers.

One such solution is to approach social media marketing in a more minimalist fashion. Yes, content is key and it needs to be included but utilising images and video that portray the message may be more beneficial. Using images and video as the face and providing consumers with the option to delve deeper could create a stronger brand image.

Excess data

The digital expansion has meant that business have access to data on virtually all business and consumer actions. Everything is computed and analysed to the nth degree and the array of data can be overwhelming and/or useless.

Understanding what data is important and how best to utilise it is critical to the success for your business. Integrating data is going to be the most helpful tool for this. There is no point having an incredibly high click-through rate if it doesn’t lead to any conversions.

Know which data is the most important for your business and understand what your customers want. Have multiple customer profiles so that data can be used to personalise your marketing efforts.

Humanised brands

Whilst in many ways digital transformation may appear to have reduced the need for customer interaction and put people further away from the business, those that are smart will see the opportunity for increased consumer interaction.

Social media has enabled people to get in touch with brands more easily, to ask questions and get to know the values of the brand on a deeper level. Technology enables companies to spend less time working through individual queries and releases so that they can reach people on a more personalised level.

A great example is the ability for companies to live stream some of their events so that people don’t have to be there in order to engage with the company on a more human level rather than just its products.