Marketing Simplified

Take Incremental Steps for Digital Growth and Transformation

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Is your business ready for a digital transformation? The main reason I see digital transformation efforts fail is not because companies don’t see the necessity, but because the process became too overwhelming, expensive or hard at some point in the process. This can be avoided with an incremental approach.

For my last post of 2024, I thought I would feature another panel question from the American Marketing Association’s EVOLVE Summit where we discussed these very concepts. What did I have to say about managing digital growth and transformation?

Taking small, strategic steps can lead to big results. Everyone wants to stay budget-friendly, so here’s how to boost growth while doing just that:

  1. Start by taking natural “next steps” with strategies your company is already using.

For example, advertising on low-cost, high impact social media platforms like Meta, is a common practice that many companies have adopted… so use these tools as a starting point for digital innovation. Reengage past audiences through retargeting so that you can take advantage of AI-driven tools for a more tailored and expanded reach on your next ad. This is a win-win because it capitalizes on work your marketing team is already doing and provides an incremental next step added to that approach. This reduces the chances of overwhelm gets your organization closer to customizing its customer approach with new technology.

2. Use the Innovation Adoption Curve to Make Better Choices

Knowing when to adopt new technology is crucial. Getting caught up in the “new” is one of the main feeders of the aforementioned overwhelm. Here’s a dependable rule of thumb:

Observe. Wait until at least 34% of customers (early adopters) are onboard before jumping in (why would you want use valuable resources to be on a platform or tool that your audience doesn’t pay attention to anyway)?

3. Don’t forget the incremental planning. Ask yourself:

  • What do we need to achieve?
  • What’s the most cost-effective way to get there?

By prioritizing low-cost, high-impact solutions, you can grow your business step by step without overextending your resources.

Then, take action when the time is right. The key to digital transformation is thoughtful planning and strategic implementation. Observe, adapt, and innovate to stay ahead in the game.

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