Insights 7 May 2021

Disrupt Marketing with Marketing Transformation

What is marketing transformation (MT)?

It is to change a marketing process from its model to communications. Mindsets, technology application and data analyses are used to boost marketing efficiency and create new business opportunities. Marketing transformation consists of three main parts:

  1. Re-Model: the change of marketing models and processes
  2. Re-Structure: the change of marketing structures and marketing resource allocation
  3. Re-Engineer: the change of marketing operations and tools

Digital instruments are used to change the capabilities and mindsets of marketing personnel and modernize marketing operations.

What are the marketing trends of businesses? Where should marketing transformation happen regarding the trends?

Amid digital disruption, marketers must have digital mindsets and apply technologies and data to meet the present needs of customers, promote brands, communicate and take care of customers. Also, marketers must have better understanding and empathy on people.

Therefore, marketing transformation is necessary and plays important roles in familiarizing marketing teams with the modern digital environment. The change is urgent.

Technologies change people’s behaviors and data-processing technologies improve understanding of people. Marketers can apply data collected from consumers and technologies to select the marketing solutions that better reach customers.

Can Marketing Transformation replace full-scale transformation?

The formulation of the structure of strategies begins with corporate strategies. At this point, MC will handle each function from organization to HR, finance, products and marketing strategies. This is the way structure strategy works. Marketing is a part of overall business.

If you want transformation, you must first find out which team of your organization is the core driver. If the marketing team is the core driver and you can transform some elements such as a customer care system, then you can invest there.

How necessary is MT for business? What kinds of organizations should do it?      

There are many kinds of organizations. Definitely MT suits the organizations where marketing is their core growth driver. Some organizations may not have a CMO because marketing may not be necessary for them. They include B2B organizations which develop products for clients and focus on the sales of services. Meanwhile, brand building and brand value are vital to marketing-driven organizations and thus they need marketing transformation.

What is the difference that MT can make for business?

The difference is great because good marketing transformation results in the effective data processing, better understanding of consumers and the following benefits:

  1. long-term competitive advantage through better responses to consumers and the strengths of brands
  2. seamless experience for consumers and brands delivered through services, communications and value
  3. greater business profitability on increasing sales and profits resulting from the efficient and effective allocation of marketing resources and technology-assisted marketing.

Marketing Strategy VS Marketing Transformation 

Marketing transformation is to change a marketing process from its marketing model to its communication process to create business opportunities and increase efficiency.

Marketing strategy is the planning of marketing strategies to reach business goals by creating the value of brands or products and delivering it to consumers.

The zest of MT

Obviously MT suits the people who love marketing. The work of a marketing team concerns directly consumers and the changes of people. We deal with human behaviors, development to serve consumers’ demand and branding. If you are interested in building brands, improving marketing and serving consumers, MT is your destiny.

What mindsets and skill sets does MT require?

Above all, MT professionals must be consumer-centric because consumers are actually their biggest boss. They should have strategists’ mindsets, be good at noticing and have analytic, empathy and critical thinking skills. They must know what people want, can read minds and can interpret data.

How is it different from conventional marketing?

It is certainly different because it requires knowledge about and interest in new technologies. Professionals in this field must always enjoy making changes, see dynamics and vibes and be excited with the new things that can be developed into the next big things of marketing. For example, today we have the new technologies that always provide consumers with access to products without having to visit a shop. There are models for the development of products to meet individual demand. Today we do not need to try shades at shops. At home you can choose the shades of lipsticks and foundation and the clothing that suit you. If you do not like them, you can return them through logistics. Everything can be done.