Digital Transformation on Marketing

Running head: DIGITAL TRANSFORMATION ON MARKETING
DIGITAL TRANSFORMATION ON MARKETING
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1DIGITAL TRANSFORMATION ON MARKETING
Digital transformation is a new challenge being faced by organizations. To adapt well
to the technology organizations are establishing digital IT units. The reason behind the
incorporation of IT-enabled services its ease of flexibility and information-centric nature.
Marketers are making use of digital services to align their traditional marketing strategies
with the new technology. Many of the traditional organizations are still struggling with the
various implications of this transformation. As per the research was done by Grishikashvili,
Dibb, and Meadows (2014), failure in adapting to the digital transformation may lead to loss
of control in spheres such as customer relationships and competitive market. Researchers
believe that owing to the ease of accessibility of digital data many organizations are getting
aligned to digital transformation. The sectors that have been highly influenced by this
technology are telecommunications, financial and insurance services. Many of the global
trends related to digitization of business highlight that marketing strategies are effectively
collaborating with digital advancements (Edelman & Heller (2015). There is a vital link
between target-markets selection decisions and emerging digital technology. Researchers
have critically evaluated various implications of the changes with respect to the marketers’
role as well as the functions of the organization. Digital transformation has shifted the
scenario from just having a conceptual concern to a strategic pursuit in managing the
marketing functions. The strategic pursuit is effective in providing a competitive advantage to
the organization. The paper also considers the challenges that can be faced while bringing in
the desired transformations. As per the research done by Quinn et al. (2016), consumer
analytics occupies the epicenter of the ongoing Big Data revolution. In the sphere of
marketing, technology has been of great help in capturing volumes of information of the
customers. These unprecedented volumes of data give an idea of the behavioral insights of
customers. These data are translated by the marketers into their market advantage (Rakic and
Rakic 2017). The potential power of Big Data is its feature of accessibility which is attracting

2DIGITAL TRANSFORMATION ON MARKETING
the marketers towards it. As per the studies conducted, digital transformation is an unsettled
concept as the practitioners and researchers differ in their opinion about the same (Von and
Brønn 2017). The top management officials need to be committed to bringing in the
successful implementation of digital technologies in the operations of an organization.
Studies suggest that digital transformation is a social phenomenon or can also be said to as
cultural evolution. The technological advancements in this sphere provide employment
opportunities as well and one of the main roles is that of Chief Digital Officer. Digital
transformation has been considered as a strategic issue for the organizations.
The rapid expansion in digital technologies has provided the customers with the opportunity
to engage with different brands as and when required. Digital advancements have aided the
marketing strategies of organizations by integrating the messaging strategies as well as tactics
across the available channels and the consumer life cycle. Integrated marketing
communications have been facilitated by digitization. Integrated marketing communication
helps marketers with the creation of synergies across various channels. As per the research
was done by Erevelles, Fukawa, and Swayne (2016), evolving digital businesses focus on the
integration of digital technologies including analytics, social, cloud, and mobile. These
technologies help in transforming business processes. To bring in effective digital
transformation in marketing operations there needs to be a strong digital strategy. The leaders
of the organizations must be committed to the project and be prepared to take the risk
involved in the same. The authors believe that a digital strategy can drive digital maturity.
The studies suggest that incorporating digitization does not depend on the technologies rather
it relies on how well the organization gets adapted to it. With the changing habit of the
customers and competitive market, the banks are also aligning themselves with digital
transformations (Henriette, Feki and Boughzala 2016). The studies focus on the digitization
process of the banks. The digitalization in the marketing strategies of various banking