Where to Begin with Digital Transformation?

When Can We Talk About Digital Transformation?

Digital transformation is a term mentioned in many places and in many contexts. With a bit of flexibility, it can be applied to almost any business and probably to any process.

One of the first areas where it has been, and continues to be, used is marketing. Since this concept has been around for a while, we can start drawing some initial conclusions. Based on my own experience, I believe that in the general perception, digital transformation is often equated with digital marketing. To simplify: if I have an online presence and have been running „Google campaigns” for years, it means I am digital and don’t need any transformation. In a more advanced form, it involves the implementation of omnichannel strategies, CRM, Marketing Automation, or content marketing. These tools (and many others) are essential and bring significant value to a business, but they alone don’t mean we’ve fully embraced digital.

Why? Because being digital is much more than just implementing tools—it may even be something entirely different.

Digital Transformation in Marketing Is a Complete Mindset Shift

It’s about working with data. This means consistently gathering, organizing information, drawing insights, and optimizing actions based on data. Constantly. In every tool and area.

It also requires continuous learning and skill development. Knowledge from two years ago is often outdated. You either keep evolving, or you slowly perish—like a frog in a pot of cold water that’s gradually heating up. The status quo doesn’t exist.

It’s about constant change, and with that comes the need for ongoing testing of new theories, tools, channels, and whatever else we might imagine or name. This approach, which we internally refer to as „Test, Learn, and Scale,” involves drawing conclusions from every action, scaling what works, and abandoning what doesn’t. And this cycle goes on endlessly. The moment we “sit back” and consider our “work” finished (and that it’s so good it can’t be improved) is the moment we need to reflect and question whether everything is really OK.

This, by the way, is one of the main reasons why digital transformations fail. Teams encounter internal resistance to the „new.” Because things have worked for so many years… because there is no trust within the team… because people are reluctant to take on new responsibilities… because not everyone clearly understands the company’s vision or direction. This could lead to a whole discussion on the marketing of digital transformation, but that’s a topic for another article.

Expanding the Range of Solutions

The market for tools and technology is becoming democratized. What was reserved for the biggest players a few years ago (due to costs, scale, etc.) is now within reach of almost any business. This presents a great opportunity but also a threat. Those who are too slow in adopting new solutions will have to put in much more effort to catch up with the pack. Just like in cycling—riding in the peloton is always easier.

It’s also about building relationships with (potential) customers in entirely new ways. For many brands, this means thinking in terms of anywhere commerce (omnichannel) or establishing direct relationships with customers (direct-to-consumer).

The End of Traditional Divisions

It marks the end of the traditional division of responsibilities between marketing, sales, or production. We are all responsible for scaling the business (growth) and improving the customer experience (CX). At different stages of the customer journey, the balance of responsibility shifts, but everyone is involved. Good content marketing cannot exist without tapping into the knowledge of product experts, just as it’s much harder to retain a customer without building a strong brand. It’s also much harder to close a sale if the lead isn’t warm enough, and much easier to engage potential customers if those directly responsible for relationships can identify specific pain points and challenges their partners face.

Play the Infinite Game

In game theory, this approach is called an infinite game—one without a start or end, fixed rules, or a single winning strategy. There are no winners or losers, and new players can enter unexpectedly. The business environment is constantly changing. The goal is to survive the test of time and stay in the game as long as possible.

Why All of This?

The reward for all this effort, sweat, and discomfort is the opportunity to survive and grow. For newcomers, it’s a chance to break into a market (becoming a disruptor) that was previously locked down.

And what’s the alternative? Well, sooner or later, the water in the pot will get too hot…

Digital transformation means embracing constant experimentation, small failures, and ongoing discomfort. Marketing Automation won’t always deliver the immediate results we expect, and omnichannel strategies may come with growing pains. Yet, giving up is not an option.

Do you have similar experiences?

Are you considering adopting a digital transformation approach? Feel free to reach out!