Today’s world is digital, which means providing customers with a digital experience is absolutely essential for success. This extends into all facets of a business, including marketing. But what does digital marketing success look like? The digital helix is a concept which illustrates the successful digital transformation of an organization. It brings together key marketing functions to help develop a digital culture and tactics that can lead a business towards success. Often, companies who fail to succeed at going digital have incorporated some parts of the helix, but do not have all the components or have failed to connect them properly.
7 Connected Components of Digital Marketing Success
1. Executives as ExplorersTo succeed, executives have to lead the “going digital” charge. It’s essential to set up a culture which rewards digital, and the risk-taking necessary to get there. This must permeate all facets of a business, from culture and skills to hiring and bonusing practices. Everything must be focused on digital, with a rewards structure in place for those who succeed.
2. Theme and StreamIn today’s age, information is more plentiful and readily accessible than ever. The most successful brands capitalize and make use of information in real-time, learning from it and constantly adapting. By looking at social media, customer chats, and other social feedback channels, it's possible to identify problems and desires, and adjust rapidly to give the customer what they want. Customers whose needs are met - and who feel listened to - are happier and more loyal.
3. Customers Have Experiential PortfoliosThere are a variety of experiences, spanning a spectrum from awful to great. With so many possibilities, customers know the difference between good and bad, and won’t settle. If they don’t like something, they can - and will - continue their search, and turn elsewhere for the experience they desire.
4. Marketing and Communications as FlowConsumers have access to information, products, services, and goods at their fingertips. When they don’t get what they expect they seek to remedy it - by moving away from a disappointing brand. It’s also difficult to trick consumers now; they have ample information at their fingertips. For marketing, this means everything must flow together, and brands must be honest and open in their communications.
5. Sales are Connected MomentsThe world is interconnected, which means consumers can see almost anything in just a few clicks. These connected moments matter, and when a customer is looking for information the ability to provide that information can go a long way in building trust. Trust can convert a prospect to a purchaser, and to a loyalist in the long term. A disjointed experience, on the contrary, can have disastrous results.
6. Everybody is Responsible to Each OtherAll channels should be connected and accountable to one another. Anytime there is a breakup or silo, or activities aren’t connected or sharing data, things become disjointed. This disconnect results in a poor experience for a customer, and is as good as a “death sentence” for digital. When nothing is shared, nothing is optimized, and when nothing is optimized, you cannot succeed.
7. In the Moment and 1 Step Ahead, AlwaysLong-term planning has its place, of course. But our world is changing fast and today’s experiences are very much on-demand. It’s essential to be one step ahead at all times, and it’s possible to use digital technology to do so. When brands do digital well, it generally has amazing results. They’re able to move fast, learn more about their customers, and increase trust along the way.
Using the digital helix can help your brand take the steps needed to succeed. Learn more in our playbook.