Digital Transformation: key to reaching millennials

A lot has been spoken lately about the need for the digital transformation of companies, and the reason is simple: the growth of the internet and the use of devices connected to the web mean that companies have to adapt their business strategies to this new context.

More and more consumers are turning to the internet to find out about the products and services offered by companies before they buy them. They also research the opinions of other customers and want to be up to date with the latest trends. In fact, according to the latest report of the Spanish National Telecommunications and Information Society Observatory (ONTSI), 87% of the Spanish population has accessed the internet at some point in the last year and the number of people who go online every day stands at 23 million.

In a study conducted by the ISDI business school, 81% of companies are at some stage in the digital transformation process. This is a piece of data that reveals that companies today are aware of the importance of digital transformation.

Digitalisation as an engine for growth

Digitalisation means competitiveness, innovation and growth, so it is essential for the future of companies. The capacity of companies to join the so-called “fourth industrial revolution” will determine their possibilities of competing and surviving in the global market.

A study conducted by the Global Center for Digital Business Transformation highlights that in the next five years, 4 out of every 10 traditional companies will be displaced or will disappear if they are unable to transform themselves digitally. This scenario has led to digital transformation being placed at the centre of corporate strategies, with a cross-disciplinary approach that involves all the departments and people in an organisation.

One of the principal benefits of digital transformation is improved customer experience. This aspect is fundamental as we now have a new consumer, one that is much more demanding and hooked up with millions of alternatives. Faced with this, companies have to stand out in some way in customers’ eyes.

Successful companies in terms of digitalisation

Today, many companies have decided to digitalise as they are aware that their evolution has to go at the same pace and in the same direction as the market and society.

An example of this is the Motorola company in Chile. This mobile phone manufacturing company has decided to make a firm commitment to digital platforms to improve its reach and improve the efficiency of its investments. To carry out this strategy, it first analysed the most widely-used digital supports by its consumers. Similarly, to improve its positioning in Chile and establish itself as a brand, Motorola chose to focus its marketing campaigns in the digital sphere. This strategy began in 2014 and the result was a 25% increase in sales in the country.

The brand’s YouTube channel grew by 51%, buying interactions increased by 57% and various Motorola devices climbed to first and second place of the most sought-after smartphones.

In Colombia, the Falabella company, working in the fashion sector, was the first in Latin America to run a campaign based on 360º videos. The aim was to provide an immersion experience based on the “Colombiamoda 2015” event. The video was broadcast on YouTube with an audience of 1.3 million visits. 80% of views were by women, the brand’s target audience. Of this 80%, half were women between the ages of 18 and 34.

In Spain, the Asmalljob events agency, based in Madrid, decided to base its strategy on inbound marketing actions, and after 9 months, the company had increase the capture of leads by 30%.

A key process for attracting millennials

In light of the data set out and in a scenario in which internet penetration continues to grow, it is necessary to put in place strategies to reach the new consumers who were born in the digital era: millennials.

We are facing a new paradigm where digital natives do not conceive a business model that is not based on platforms and apps. Some keys when creating effective plans in the online environment are creativity when using tools and supports, generating quality content and relevant information, and personalisation and adaptation of actions to each specific profile.

Digital transformation is now an inescapable reality. That’s why now is the time to explore the endless opportunities it offers the business world to recover the path of growth.

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