How Marketers Can Benefit From Digital Transformation?

Raj Padhiyar, Founder, Digital GurukulThe only Indian to have a Doctorate in Digital Marketing from US, Raj has been associated with Digital Gurukul for over four years now, and is also a Committee Member of Internet and Mobile Association of India.

The Digital Revolution is everywhere, and it's the hottest topic nowadays. Artificial Intelligence, Cloud computing, big data, the dramatic shift to mobile, and other related themes dominate the headlines of the The Economic Times, siliconindia, Financial Times and others. But let's not mistake the means for the end. `Going digital' is not a desired goal for its own sake, rather rebuilding infrastructure and business processes to include new technologies makes sense when the result is linked to growth of business in terms of KPI.

The business world is changing at a remarkable rate. New capabilities and technologies, software-as-a service, social media, soaring processing power, and the proliferation of devices & screens are all around us. Look at our own life ­ From Paytm, Bookmyshow, Amazon, BigBasket, Zoho, Jabong, or Myntra, all leading Digital startups in their own sphere have transformed consumers' buying behavior. We may not all be digital natives, but most of the rest of us are digital immigrants.

Such wide spread implementation of Digital Technology has helped mil-lions of businesses attain growth and success. Today, millions of businesses are using technology-driven marketing to take their brand to a new level. Thus, as a marketer of 21st century & beyond, there are huge untapped opportunities available.

Here are five most important digital technologies that can benefit a modern marketer -

Artificial intelligence: In simple terms, artificial intelligence is nothing but the development and efficiency of machines to perform human tasks, and that too with little room for errors. The use of artificial intelligence is visible in almost every industry. Businesses are now leveraging its power to make AI-driven processes more efficient.

When it comes to marketing, artificial intelligence is helping companies gather more insight into their
audience by offering recommendation engines, predictive search, Chatbots, and others. Leading brands like Tata Capital, Club Mahindra, and Godrej Agrovet are great examples. Use of these technologies and tools are helping companies offer a better experience to their users and also market themselves better. AI is beneficial for both businesses and their users.

Virtual Reality: How interactive would it be for potential customers to experience a product or service be-fore they made a purchase? Brand and businesses have taken it to the next level by offering virtual reality experiences to their users.

With the advancement in technology, it has become easier than ever to get the tiniest detail of a data that helps in knowing your customers more closely

Big brands like Audi, Mercedes, and Jabong have already started using this technology to give their users a better experience. In India, new show-room of Audi in Gurugram lets buyers customize their cars in AR & VR. This made their marketing strategy seem more innovative, effective and remarkable!

Cloud Computing: In India alone, as the statistics reveal, the revenue from cloud computing sector is expected to cross $411 billion, and one million job opportunities by 2020. This figure is a great indicator of the growth of cloud computing and how businesses are leveraging it.

IBM ­ the top cloud provider in India ­ offers the ability for members of a team to share, access and manage data that is lying on a common cloud, which has enabled them to communicate and collaborate with ease. This ease of sharing information helps to plan marketing strategies better.

Big Data: How important is data to a business? A lot! If the statistics are to be believed 44 percent marketers use big data to improve their effectiveness. Businesses like Zomato, Paytm, Cred, Spotify, and OLA use the insights from data to know what the users are more inclined to, what they like the most, and what is it that does not interest the users at all. This can help businesses preplan their marketing campaign that succeeds well.

Now, with the advancement in technology, it has become easier than ever to get the tiniest detail of a data that helps in knowing your customers more closely. This means the scope of your marketing campaigns becoming successful is quite high.

Internet of things (IoT): If you're well versed with the happenings around the world, we're sure you've heard of IoT ­ the Internet of Things. According to a recent report by Cisco, IoT will generate $14.4 trillion in value covering all industries. Business owners are looking forward to IoT as a great opportunity to get deeper insights into consumer psychology and the process of buying.

IoT is a network of physical devices, digital machines and other objects that allow for a smooth transfer of data over the network without any real-time interaction. Thus, more connected devices a user has, a better chance that the marketer stands of reaching-out to you.

Has technology altered your business's strategies as well? Answer is big YES. With technology evolving rapidly & becoming savior for marketers, businesses are changing the way they market, and a modern marketer needs to get ready for the roller coaster ride!