How to digitalize a marketing department? Video interview Martial Delpuech

Written interview summarized | Digitalization marketing direction

What is the digitalization of a marketing department?

Digitizing a marketing department means above all: delivering a better customer experience that has a direct impact on the buying process. This process plays a strategic role for the success of the company.
Of course, digitalization does not stop at redoing your website. It is to automate all the low value tasks; to create fluidity in all the internal processes of the company via the CRM and the sales teams.

What return on investment can we expect?

The return on investment can be seen very quickly. By carrying out a brand awareness campaign, many indicators show the company’s results. The number of “views” on the website, the number of “followers” on various networks, the number of transactions are simple but pragmatic examples.

Who is concerned by digitalization?

All companies are concerned. Whether they are small, medium or large and in all sectors, both in BtoB and in companies that address the general public. The health crisis has also contributed to this digitalization since many companies that previously only sold their products in stores have had to go digital in order to continue their activities despite the confinement.

When should we do it?

Finally, the digitalization of a marketing department must be carried out as soon as this department is created. Since today, it seems essential to launch loyalty, recruitment, influence programs, etc. The offline part of marketing is now almost systematically accompanied by an online part.

How do we do it?

There are several steps to take:

1- Conduct an audit: first on the tools: Analyze which tools are available in the company. See what is the current level of digitalization of the company. Then, carry out an audit on the people: which employees are competent in digital in the company

2 – Define your targets: redefine your customer targets, the objectives to reach them, the strategy.

3 – Define the customer journey and the experience you want to give them.

4 – Choose the tools that meet the customer’s needs in terms of experience

5 – Train and recruit teams

6 – Working on and enriching your database

7 – Setting up KPIs

8 – Automate customer relations and campaigns to save time and leverage business capabilities.

What is the expected cost?

In reality, there is no exact answer since everything depends on the objectives and means of the company. We can start with a very simple e-commerce website at a few thousand euros to establish a complete and developed marketing direction.

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