Digitisation and Digital Marketing: What’s the Difference?
We can all agree that digitisation is a necessity in today’s business landscape, but few organisations have the tools to revamp their business and even fewer have a clear digital strategy in place when making the change. What then, is the first step that businesses need to take or consider when digitising?
Speaking as a guest on Money FM 89.3’s segment “Business Forward with Canon”, Mr. Prantik Mazumdar, Managing Director of Happy Marketer, elaborates on the digitising process and why it is important that businesses have a comprehensive plan when embarking on their digital transformation, and what factors they should keep in mind when marketing on such digital platforms. You can listen to the podcast here.
In today’s digital age, keeping up with the ever-evolving business landscape can be daunting, especially for companies who are not in the loop with the latest digital trends. Digitisation is no longer a fad – businesses need to transform to survive, warns Prantik. But technicalities and complex jargon can be confusing for those not in the know.
Defining Digitisation and Digital Marketing
Digital marketing has been a hot topic in recent years as it has been very well marketed. The prevalence of social media and ads on these platforms has made digital marketing very visible, says Prantik. As consumers, we are more used to consuming digital marketing than actually looking at the back-end processes of the digital world.
There is a lack of awareness about what digitisation means on the product and technological level. For some companies, going through the paperwork can also be a tedious task. Prantik attributes these two elements to the “unsexy” part of digital – the very aspect where transformation occurs.
The Importance of Holistic Digitisation
While digitisation may be lesser-known than its digital marketing counterpart, it is essential for businesses to holistically look at the concept of going digital, asserts Prantik. Education and introspection are necessary when considering a digital overhaul. Reflect and assess what your company needs to change in its business model before even considering moving towards digital marketing.
Instead of asking “How do I get on Facebook?” or “Can I get a million likes?”, Prantik stresses that businesses should be asking: “Do you really need to be on social media? What are your business values? Are there other digital channels that can help take your business to the next level?”
Using Data-driven Strategies with Creative Pursuits
Embracing digitisation also requires companies to include data-driven results, on top of creative advertising, in their plans. Prantik claims that many companies feel apprehensive when touching on the subject of data mining and analysis due to their complexity. This isn’t to say that the creative aspect should be secondary – in fact, he believes that “a creative strategy can be data-laden and data-driven” too.
Companies should not be afraid of experimenting with their digital marketing; the best way to see what works for your company is to dip your toes into the testing pool. From these results, you will have a more scientific and meaningful way of making decisions, from your marketing strategy to your business’ products. Analysing this data will help you identify the best path forward.
Past marketing and sales data are a gold mine for companies, says Prantik. But for those without these records, Prantik lists certain statistics that companies may consider retrieving from their customers to help inform their digital strategy:
- Identify your customer’s background and demography
- Identify which channels they find your company on
- Compile responses on their experiences with the company, from introductions to the after-sales stages.
From here, marketers should evaluate every aspect and experiment with different variables. Unless you experiment, says Prantik, there’s no way to know: “you’ll just be doing what they call ‘spray’ and ‘pray’ – you just spray those ads and pray that they work.”
Think: Safety First
With the latest scandals involving the misuse of personal data on social media platforms, Prantik is also quick to assert that security is paramount in today’s landscape. Businesses need to ensure that their systems keep their customers’ data private, especially when it comes to the ethical use of personal information.
Starting Your Digitisation Journey Right
Most businesses start from ground-zero when digitising. Working with the right partners will help start your digitisation journey on the right track. Founded during the incipience of the digital age, Happy Marketer has a wealth of experience helping organisations infiltrate the online space. Their training arm, Future Marketer, also works closely with SkillsFuture to provide Singaporeans, particularly senior leadership and marketing practitioners, with opportunities to develop their skills and learn about the new marketing trends.
Want to digitise your company but don’t know where to start?
Canon Business Services, the specialist outsourcing and consultancy arm of Canon, can help you take the first step towards your digital transformation. Innovative solutions and key insights from the CBS team help simplify the business process, allowing your company to seamlessly transition into the digital future. Expect efficiency, security and more streamlined business process with CBS today – contact our customer service professionals here to find out more.
Follow Canon Singapore on LinkedIn for more business insights!