Digital Transformation Strategies for Marketers in 2020

  • October 16, 2020
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Digital transformation is the buzzword among marketers today. Research by IDC states that over two-thirds of the CEOs from 2000 companies across the globe have shifted their focus from offline strategies to modern digital strategies. 34% of companies believed that they would achieve total digital transformation within 12 months or less.


The Coronavirus pandemic has been a wake-up call for those companies that didn’t have a strong digital stronghold. It’s high time that they start investing in a digital business model that will help them sustain their business during uncertain times.


We recently had an insightful discussion regarding digital transformation strategies with Namrita Mahindro, Chief Digital Officer, Aditya Birla Group. Namrita possesses over 2 decades of industry experience driving growth and innovation strategies. As a digital transformation specialist, she led award-winning CX transformations for companies such as Taj Hotels and Club Mahindra.


She’s a tech evangelist, a digital expert, and leads with design thinking and advocacy of innovation of culture among organizations. Namrita has won several awards over the years and is a two-time recipient of the IDC Digital Transformer award.



Digital Transformation Strategies for Marketers in 2020


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Here are some of the key takeaways from the discussion:


Digital Transformation Strategies for Marketers in 2020


How do you assess the digital maturity of an organization?


There are three levers of measuring digital maturity:


1. Digital Capability

It is the operational acceleration provided to a company by adopting digitization as well as digital. It focuses more on what kind of business efficiencies and effectiveness can be driven. How much of the process transformation and technology toolkit is already in the arsenal? What is the data maturity of the organization? What are the capabilities and competencies of the workforce?


2. Digital Leadership

It is about understanding the leadership vision of the organization towards digital.


3. Digital Impact

What is the impact of digital on the organization? It can be further assessed from the following factors:



If the digital impact has to be classified into a framework, the baseline criteria would be:



Over 70% of the digital transformation efforts in companies have been failures. If the purpose of a company isn’t clear, the digital transformation will not happen. The CEO’s commitment towards digital is extremely important and the company should have dedicated teams and budget for digital.


Do the digital transformation parameters vary by industry?

The levels of digital maturity vary between different industries. They vary from a Culture point of view, Systems point of view, or Processes or Capabilities point of view.


If you look at various industries:


How do you decide on long-term disruptive transformation vs incremental quick revenue wins?

A balance should be created between long-term and incremental transformation strategies.


What are the learnings from COVID-19?



What are some factors of data maturity in digital transformation that companies should look at?





By Bijoy K.B | Senior Associate Marketing at Lemnisk


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