Transformation vs Digitisation | DXG Consultancy

There is a significant difference between a digital transformation strategy and a digitization strategy for business.

The problem is that some business people often have a vague understanding of the terms, which quickly shifts the terms from being meaningful to being simple marketing buzzwords. 

Below, we take a deeper look at the difference between the two strategies.

What is Digitization

At its core, digitization refers to the process of compressing traditional or analog media into bytes so that they are available in a digital format. However, although these can be digitized, the original media remains. 

Digitization in Marketing

• Automation and Digitization: People often refer to the process of online automation as digitalisation. But what does this mean? Automation refers to the digital mapping of data or processes for businesses in order to save time. This relates to a variety of tactics including the process of e-commerce purchasing, invoicing and distribution. Automation of these processes ensures it is as smooth as possible, ensuring client satisfaction which leads to greater sales. Essentially, automation or digitalisation is about automated workflows to ensure greater efficiency across businesses. 
• The Digitization of Content: This refers to the digitization of documents including invoices, brochures, images, corporate documents and product profiles. But it is not simply about placing these documents online, it is about using them for sharing, processing and storing in easily accessible online spaces. 
• The Digitization of Business: This refers to the digitization of business units and business models. The process involves adapting to new technologies and amending processes to make them more efficient in the digital age. 

What is Digital Transformation

Digital transformation is about business processes but this goes  much further than simply converting traditional content and adapting processes to new digital technologies. When it comes to digital transformation, technology is used to solve problems. This applies to a variety of topics including agile working practices. Once a business has a full understanding of their specific internal issues, they are able to solve these problems through digital technologies. This is about creating the best experiences for customers and businesses alike.

An example of digital transformation is the rise of the Customer Relationship Management platform, also known as CRM. When it comes to marketing, one of the biggest problems businesses have faced is reaching the right audience, with the right message, at the right time. And this is where CRM platforms become important - they solve this problem. 

Below, we take a look at what marketing transformation means in real terms for business problem solving:

• Structural and Operating Shift: Marketing transformation through a CRM is not a subtle change to processes, it is a complete shift in processes, operating models, culture and team roles within an organisation. This solves internal and external operating and process problems that a business may face.
• Marketing for the Empowered Consumer: Again, marketing transformation is not a subtle facelift, it is a complete transformation to ensure that your businesses is able to keep up with today’s empowered consumer - essentially, you are no longer just marketing a single message - you are creating a delightful and personalised experience for the consumer through new software’s and processes. This solves the problem many businesses face when it comes to reaching consumers in the digital age. 
• Aligning Teams: In today’s digital world it is important that your marketing team is aligned with other teams within your organisation - including your sales and customer service teams. This kind of ecosystem ensures that your leads and customers experience the most personalised and hands on service - from the marketing stage through to the purchasing stage and beyond. This solves the problem of any miscommunication that may damage a sale. 

The above may sound overwhelming but it is important to understand that modern day digital transformation is a complete evolution within the business, marketing, sales and customer service space. The transformation itself is still evolving and you need to keep your finger on the pulse of transformation if you want to succeed in your marketing endeavours moving forward. 

The Wrap Up

Digitisation has led us into a new age of digital content and data collection. But this content and data needs to be processed with new technologies that propel business growth. This is where digital transformation comes into play. Your digital transformation strategy needs to be a plan of action that can help reposition your business in the digital climate and solve your business problems through new technologies. 

Today, you need to create a business that leverages emerging technology, data and tools to find new opportunities with greater skill and targeting than that of your competitors - and digitization and digital transformation work side by side to make this happen. 

How we can help you

As DXG, we offer the entire suite of HubSpot CRM solutions. HubSpot is a world renowned all-in-one marketing, sales, and service software that offers tools to help your business grow, digitize and transform for the digital era. The software provides a central location for your Search Engine Optimisation, social media, content creation, marketing automation, lead generation, audience segmentation, and more, and is transforming the way the world does business. 

From implementing the HubSpot CMS and CRM systems to training your teams, we transform organisations and adapt HubSpot to suit your business goals. Whether your focus is generating leads, accelerating sales or developing a powerful website, we offer the complete range of HubSpot services to meet your needs. Together, we build your custom digital transformation strategy solution.

Get in touch with one our HubSpot Experts.