Digital Transformation

Abstract

Digital marketing and strategy are often thought of as using modern internet and communication technologies in a company's business operations. Companies have used such technologies to communicate with stakeholders, reduce costs, engage customers, and so on. Even today, many digital marketing courses focus on gathering views on brand content, gaining followers, or making users click on links and advertisements. Likewise, many companies wrongly understand that digital marketing is simply about using modern internet and communication technologies in conducting business or spreading their message. This chapter explains that digital technologies offer an opportunity to businesses to re-invent themselves by keeping customer experience firmly in focus. If they do so, they stand a much better chance of surviving and thriving in a considerably changed marketing environment. Transformation must occur in their business model, organisation structure and processes, people and culture, and above all, their focus on solving customer problems.