Definition of Digital Transformation

The advent of Internet revolutionized the way companies have been working for decades. But if the revolution began with his arrival, the growth of the network of networks has led to a new paradigm, in which any company can become a global player, selling in all countries, if it knows how to take advantage of the resources from Internet.

To do this, in order to get the most out of it, it must adapt to the new reality, carrying out a mutation that turns it into an online business. It is a process that has been called "Digital transformation”.

The Digital transformation consists of changing the way the company works to focus on operations through the Internet, marketing through social networks, and customer service through new channels, such as messaging snapshot.

Apparently, it can be summarized as a change in the media with which to work, but the truth is that the digital transformation is something more profound, because it concerns the way in which the company carries out its task internally, its relationship with suppliers, workers, customers and, finally, its approach.

Take as a paradigmatic example a small local store.

Years ago, the target audience for such a company was only the local's close neighbors, friends, acquaintances and relatives, and those who passed by on the street. The advertising, restricted to traditional local media.

The first step in any digital transformation is to become aware of its need, and the competition that today comes from online stores can be a good incentive for this. It also happens to understand that you have to put the consumer at the center.

And the latter, as much as it is believed that the engine of transformation is technology, is the real reason why digital transformation is carried out.

We live in a time of consumer empowerment, a power that manifests itself mainly through social networks, which allow you not only to dialogue directly and on an equal basis with brands and companies, but also to become a leader in opinion.

Social networks and new ways of communication They also allow collecting information and preferences from consumers, facilitating the adaptation of products and / or services to their preferences.

This step allows the company to outline a consumer-centric strategy.

The next step is to embrace the technological tools to meet that goal of putting the consumer at the center.

Thus, the presence in social networks and instant messaging services is key for both marketing and customer service. client (technical / information). It is key to open the Commerce online if not already done. Most local businesses, which previously only competed at the neighborhood level, can take their products anywhere thanks to online stores.

Selling outside the "natural borders" of trade is thus intrinsically linked to the strategy of digital transformation.

Like the relationship with customers, that which is maintained with suppliers is also transferred to the Internet.

Finally, the company adapts all its internal processes, the way it relates to the outside world (customers and suppliers), and even its product / service, through technological tools to satisfy the demands of the consumers.

Photo: Fotolia - johndwilliams

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