The very fact that you are reading this post right now on a digital device should suffice as the answer, but that would be me jumping the gun for there are better points that can be put forward—points that are far more formal and carry more gravitas than that quirky first line. Anyway, speaking of guns, the phrase Never bring a knife to a gunfight springs to my mind, and that’s what your business would be doing if it is present only in the physical world and has no online presence—the knife from physical world is of no use in this era of digital gunfights. [And…we are back to being quirky. Maybe it’s because this is 2017, and not 1997, when such a post on the Internet would grab eyeballs just by the virtue of it being present online! So, let me snap out of sounding like a character from a 90’s sitcom—it’s time to sound like one of those TED Talks.]
Digital transformation of your business is the obvious evolutionary step in this age. Businesses these days consider having a strong digital presence and staying in constant touch with their consumer base the most important prerequisites to their success. Thinking that having a Website and a Facebook page or Twitter handle for your business would suffice isn’t right anymore, as most, if not all, businesses follow the aforementioned routes. As more and more businesses follow the same routes, the routes are bound to get crowded, and your business would eventually be lost in the crowd. That is not to say that the options mentioned above are redundant and that your physical-world operations and sales aren’t effective anymore. It’s just that your business needs something extra to stand out of the clutter.
The key to boosting business online is to not just look at the Internet as a means to market your business, but also as a tool that drives sales. Customer data can be tracked gradually to maintain an ongoing relationship with each and every customer that accesses your digital marketing and sales avenues. This in turn leads to your ability to provide a personalized experience to each customer, thereby appealing to each individual’s taste. If the facts mentioned in the last couple of sentences sound familiar, it is because you are already privy to it—the personalized ads you get when you are logged into your Facebook account are based on the other Websites you browse on other tabs when logged into Facebook. The same goes for numerous other Websites that display ads based on user’s browsing tastes.
To a person who is just about to initiate their company’s digital transformation, it might feel overwhelming on seeing so many businesses online and it is pretty reasonable to doubt if yours might not stand out among the rest. But with the right digital transformation and implementation of your business, you are effectively striding into this digital gunfight not with a knife or a gun, but a bazooka.