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Swiss House of Brands's article

Written by Chantal Baer - Brand & business strategist

Swiss House of Brands & digital transformation

 

The objective of this article is to synthesize the global approach to digital transformation within an SME company by clarifying the 3 major pillars of change

1. New growth drivers

2. Communication / sales channels

3. Digital technologies

If the digital transformation is not limited to adding e-channel to your business, understanding the 3 pillars of change gives a global vision of the road ahead …

…for your change to result in transformational growth

1. New growth drivers

What has changed / what is new

Business development requires the environment to be built for “active consumers” (B2C as well as B2B) in a market-to-industry polarity. Either the adequacy of your markets / segments towards your offer (and not the opposite which has prevailed until now). Starting from the brand’s point of view means leaving room for no-limit to rethink your entire business and introduce new market opportunities and according business models.

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How ?

The brand

In this perspective the brand is the key resource of the company and your whole business is built around one story to tell – your story telling. It’s no longer about selling a product or a service but about positioning yourself around a set of values that is what you do for humanity?

Data

Essential, the construction of Data for a company goes through a single database of all the company’s information; independently of the different departments; by establishing the common relevance according to your market. Establish a taxonomy that can give you the most relevant information in a few clicks. The data represents the capital of your company and this exercise of pooling allows everyone in the company to remain aware of the common goal.

To conclude

At a strategic level, digitalization is the ability to interact in real time with your markets.

Centralizing the business around the brand and the Data enables the deployment of all the levers of digital growth in a transversal ecosystem where suppliers, producers and customers are an integral part of the company’s value chain.

2. Communication / sales channels

What has changed / what is new

The development of a digital communication is not to have an online brochure called a website, it is to develop a global and transversal marketing tool for the company and its global ecosystem.

It’s not just about telling your story but about facilitating the experience of your visitors and getting them to find the answer they came for.

Your website is also an active prospecting tool that allows almost any strategy thanks to SEO techniques that are not necessarily paid.

Social networks are an effective complement as long as they don’t just serve to increase infobesity. There is no obligation of frequency but rather an obligation of relevance. The online shop is not reserved for B2C only and depending on your activity, it is not necessary to put all your products online – online shopping can also be reserved for certain products / services.

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How ?

Establish an omnichannel communication and sales strategy – how do you want to be perceived? Where do you want to be in 6 months, 6 years, what solutions do you bring? Which customers do you want to acquire?

To conclude

Visibility in the virtual world depends on the relevance of the communications/information you publish, the customer experience you offer, the know-how you share and the SEO techniques you put in place. The digital world  is your catchment area, you have a few seconds to retain your visitor.

Investing in communication without a good brand positioning and business strategy is equal to working for your competitors.

3. Digital technologies

What has changed / what is new

The purpose here is not to list the various technologies required according to the business (VPA, ML immersive technologies, 3D printing, etc.) but rather to identify agile digital developments whose objectives are to facilitate the organization of the company, reduce complexity and improve productivity.

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How ?

WebApp ou App

Mobile applications that are based on improving the customer experience have direct implications on the organization and productivity of the company.

They increase productivity and improve information flows. Gain efficiency, responsiveness and speed.

For example, an application that allows a construction company to communicate to its customers the progress of work online according to a work phasing system and at the same time organizes internally the follow-up of the construction site, the organization of teams for the next stage and invoicing according to the phases completed. This example of webApp will have been entirely developed on the basis of modular innovations for a price as light as the time it took to build it.

Modular innovation

Traditional heavy, consequential and expensive IT development has too often become inadequate for an SME. Modular innovation consists in bringing together existing application elements to build the exact application that suits you. It is in any case the first path to follow.

Artificial Intelligence (or AI)

Above a certain amount of IT investment, it is better to turn to an IA.

The latest generation of AI is Swiss, is cognitive and speaks natural language.

A version exists for SMEs, at the SME price, it requires no in-house IT team and can be installed in any existing IT environment.

*www.globaldataexcellence.com

To conclude

Digital transformation is not just about moving from an A to a B state, but about integrating innovation / permanent change, which is generated by your market, into your global organization.

In order for your digital transformation to result in transformational growth, it is essential to establish a business strategy in which the brand is the key resource.

Article written by Chantal Baer, Brand & Business Strategist at Swiss House of Brands