The Internet was a complete revolution in the field of marketing, and the changes have occurred even more rapidly since the introduction of the mobile phone that allows consumers to be connected 24 hours a day. Companies know that they must adapt to changes, both in relation to the relationship with the consumer and with respect to internal management, but it is one thing to know it, and quite another to carry it out. And it seems that in the latter there are many that are failing. Thus, in a new report from Skyword and Researchscape International, we found that only 38% of the companies surveyed had restructured their marketing team to meet new digital challenges. Most were aware that they had to do it, but did not have the resources available to perform such a transformation.

This that, in terms of digital transformation, companies are still taking their first steps. Something that is a shame, especially if we take into account that, among the companies that have already restructured the  Canada Phone Number List   marketing team, 26% claimed to be very successful in their campaigns (something that only occurred among 9% of those that had not started digital transformation). According to the report: “The results show that companies are preparing to cement the digital transformation.” Thus, companies that are already “fully digital” would be those that have already moved investment to digital channels in five different fields: technology, human resources, content marketing, communication of brand history and globalization.

More than half of those surveyed had invested in new technologies in the past year, making this field the biggest driver of the entire digital transformation. Specifically, social media monitoring and management platforms were the technologies adopted by the largest number of companies. Then came the software design and analytical tools.

Regarding the professionals in the marketing teams, companies were beginning to invest in professional profiles related to content marketing and brand storytelling, such as editors (33%) or content managers (28%). New roles such as “storyteller” or “brand evangelist” also appeared. However, the most frequent positions continue to draw from traditional marketing teams, such as director of advertising (59%), operations (58%) or brand (41%). Companies are increasingly clear on the predominant role of content marketing in the digital age. But the report warns that to build a marketing strategy based on the narration of a brand story, it does not come with hiring a content manager or using a new content distribution platform, but requires a transformation of the entire culture, structure and corporate processes: “For brands to create a real impact, marketers need to see their audience from a new perspective, and play a larger role in their daily lives, developing a marketing plan that responds to their marketing needs. Information and entertainment.”

To achieve this, 40% of the companies analyzed had increased their investment in content marketing, especially in visual storytelling: video, produced by 49% of companies, is the most common type of content. In addition, they continue to bet on blogs (45% do so) but investment in longer formats such as white papers and ebooks has decreased. When it came to communicating the brand story, 73% of the companies considered themselves very effective, and the most successful were those that shared the responsibility of communicating the brand story with the management team and even with the total set of employees of the different departments .

 

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