Marketeers are the untapped force in digital transformations

By putting  marketeers  at the centre of their digital transformation, organisations can respond to customer expectations in a more targeted way while achieving their strategic business goals, without spending money unnecessarily. That is the belief of Nicolas Heyrman, digital transformation specialist at The House of Marketing (THoM). He shares valuable insights and ways to approach this process thoughtfully and successfully.

In today’s rapidly evolving world, where technology and customer needs are constantly changing, digital transformation is a necessity for companies that want to stay relevant. Marketeers should take center stage within these processes. ‘That way, companies can respond purposefully to the current and future wants and needs of their customers – because  bridging the two-way gap between companies and their consumer base should already be at the core of what marketing does,’ stresses Nicolas Heyrman, Senior Consultant and Digital Transformation Specialist at The House of Marketing (THoM). ‘Indeed, by putting marketing at the heart of digital transformations, companies ensure that new solutions, platforms, services or products not only support their business goals, but also perfectly align with what customers really want from the get go.’   

The role of marketing specialists in digital transformations  

Marketing is therefore the department to give direction to digital transformation projects and ensures that everything matches the business objectives. ‘Those who approach this thoughtlessly end up with digital solutions that may work well technically and show what a company wants to stand for, but which nobody wants to use, or is waiting for: that’s a waste of time and money,’ Nicolas Heyrman stresses.  

Marketers in a role as product owners or product managers can play a key role here. They ensure the right balance between business objectives, technological capabilities and customer needs. ‘They can also make sure the euros are spent correctly,’ Nicolas Heyrman clarifies. ‘They monitor the company’s goals and vision during this process, and ensure optimal communication with all stakeholders: from customers and marketing staff to developers and IT specialists.’  

Skills, expertise, and metrics as drivers  

To support digital transformation projects, The House of Marketing can supportcompanies in various ways. Nicolas Heyrman: ‘Together with our domain experts within Customer Collective, we can guide such projects, assist and train marketing teams, provide temporary experts, give companies access to smart data solutions, and help quantify their “Return On Digital”.’  

Indeed, data and metrics are also playing an increasingly important role in marketing and digital transformation projects. Marketing specialists can use their data analysis skills to make informed decisions and improve the digital product development process. By analyzing customer data, they can discover patterns and trends that lead to better targeting and personalization and can provide direction in the transformation process.  

Advice for businesses  

‘In digital transformation projects, always try to involve the end-user or customer in the development as soon and often as possible,’ Heyrman advices in conclusion. ‘and afterwards also keep on asking questions. Don’t do that at one moment in time – but as often as possible during the development process.’ A digital product is never completely finished. It is a living matter, part of a world that is also constantly changing, triggering new customer expectations. ‘Even after delivery of a digital solution, it remains important to regularly keep a finger on the pulse of end users,’ it sounds.  

Companies best view new digital channels or solutions as an extension of their product offering. ‘Today, for example, a website is no longer a one-way ‘showcase channel’, but a gateway to fully open two-way communication. It is an extra service you provide to your customers,’ Nicolas Heyrman concludes. ‘By placing marketeers at the heart of their digital transformation, companies can not only set the right priorities with the available budget, but also build a deeper and more meaningful engagement with their customers and end users. With that strategy, they can achieve sustainable growth.’