Is your business prepared for the age of digital transformation?

The days of “digital transformation” being thrown around board meetings as a buzz phrase are long gone. Worldwide events over the last 2 years have seen it grow into an essential topic for businesses worldwide. So what exactly is digital transformation? Digital transformation (DT or DX) means to use technology to create differentiating ways of doing business in order to drive growth in both new and existing markets.

However, implementing and maintaining a digital transformation within a business can look very different from one company to another. This is because no business is the same and each company will have its own unique culture and operational structure.

Yet with the increased digitalisation of society, businesses must embrace a digital transformation strategy if they wish to thrive in our hybrid working future. New and transformative technologies have been increasingly entering the world of work, enabling companies to thrive when it comes to connecting with other businesses in the digital realm.

‘What has been interesting is that digital transformation was supposedly meant to take years to happen, but due to the pandemic, years’ worth of change took place in just a few months’, Kate Horne, Founder at Lacewing Media comments. Furthermore, Dell reported in it’s Digital Transformation Index that in 2020, 80% of businesses fast-tracked their efforts to support digital transformation. With such rapid change in a short space of time, what does this mean for businesses and their marketing strategies?

A new culture with greater B2B expectations

Digital transformation has created a culture that everyone expects content and access to information ‘on-demand’. This means that people expect the same experience in both their professional environments and personal lives when it comes to technology and being able to perform tasks. This can be challenging for businesses to achieve, yet with so much choice, companies must be able to manage their marketing in order to stay competitive in this climate. Fundamentally, at the heart of digital transformation is the opportunity to transform customer and client experiences.

Human-centric approach to technology

Whilst the word ‘digital’ within the phrase digital transformation indicates a heavy reliance on the use of technology, people still expect speed and personalisation when it comes to marketing and automation. Whether it is for work or personal purposes, they want to be marketed to by companies in a way that feels ‘human’ and ‘authentic’. This is particularly true for people who spend a lot of time behind a screen and suffer from ‘Zoom fatigue’ and the loss of human interaction throughout their day to day schedules. This climate proposes a challenge for businesses as they seek to balance the sense of humanity with technology within their B2B branding projects and marketing strategies when it comes to digital transformation.

Establishing a competitive edge

Since all markets are being disrupted by digital transformation, it is critical for companies to have a long-term strategy when it comes to their branding so they are able to stand out. However, this goes beyond just a logo and the look and feel. It includes marketing your people and employees, showcasing your culture and thought leadership such as industry expertise.

If you are looking to implement a marketing strategy to support your digital transformation efforts, contact Kate Horne at