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  • Writer's pictureVivien Koh

Change Management in the Shift Towards Digital Marketing

๐ƒ๐ข๐ ๐ฒ๐จ๐ฎ ๐ค๐ง๐จ๐ฐ? ๐Ÿ“๐Ÿ“% ๐จ๐Ÿ ๐ฆ๐š๐ซ๐ค๐ž๐ญ๐ข๐ง๐  ๐ข๐ฌ ๐ง๐จ๐ฐ ๐๐ข๐ ๐ข๐ญ๐š๐ฅ!

In response to rapidly-changing global marketing trends, many companies are now allocating more of their marketing dollars towards digital forms of marketing. Today, digital marketing serves as a growth engine for businesses across multiple industries. We have first -hand experience in helping our customers to accelerate revenue by 124% within a month by putting in place a compelling strategy in pricing, targeting, messaging, creativity and tapping into our digital marketing technical skills and data analytics to formulate and optimise our digital marketing strategy.

๐Ÿ“Œ An Introduction to Change Management

As covered in one of our earlier blogs on change management, change management is the systematic approach and use of knowledge, techniques, and resources to cope with change. It entails designing and implementing corporate strategies, structures, processes, and technology to deal with changes within the business environment and in external situations. The main purpose of change management is so that a company can successfully adopt new processes, products, and strategies while minimising negative consequences. Effective change management includes guiding the "peopleโ€ aspect of change inside an organisation.

๐Ÿ“Œ Change Management in Digital Marketing

Companies undergoing digital transformation and incorporating new technologies into their digital marketing strategy should ensure that change management is effectively implemented, so as to ensure the shift to digital launches the company forward, and not backwards. If change management is not effectively implemented, companies may face resistance from employees and result in counterproductive outcomes. It is therefore important to focus a lot on the โ€œpeopleโ€ aspect of change, to ensure that all stakeholders within and outside the company are well-aligned on the objectives of the shift towards digital.

๐Ÿ“Œ Implementing Change Management in the Shift Towards Digital Marketing

So how exactly should you create a paradigm shift for your team to move towards digital marketing? Consider the following steps:

1๏ธโƒฃ Thread โ€œDigitalโ€ Into Your Businessโ€™s DNA

In order to have a successful shift towards digital marketing, it is crucial for your company to weave digital into its DNA. This has a lot to do with the companyโ€™s leadership, strategy, and culture.

To do so, it is important to ensure that your companyโ€™s senior executives exemplify full support of the shift, and frontline employees should also be engaged and fully involved in the shift. This lowers the possibility of employee resistance while the shift is being implemented.

2๏ธโƒฃ Communicate With Your Employees

Companies with top leaders who connect with employees at all organisational levels are far more likely to succeed with change than those who don't. This can be achieved by clearly articulating the companyโ€™s transformational goals, and by being fully transparent with your employees about what is going on behind the scenes.

3๏ธโƒฃ Empower Your Team

While top executives of a company may be well aware of the role they play in the change process, many frontline employees may find it challenging to understand their place. Employee engagement and understanding of their influence on business performance may both be achieved by giving these frontline employees the tools to comprehend how their contributions might advance the transformation. On top of that, it is also important to show your employees that their contributions are valued and recognised.

4๏ธโƒฃ Invest in Your Internal Skillsets

As technology and martech are constantly developing, it is necessary to continuously improve the skills needed to harness the advancement of digital technology.

In addition to recruiting, forward-thinking companies are considering alternative strategies to address the skills shortage, namely internal talent development, to address the lack of digital competencies in-house. This involves training and upskilling internal employees so that their skills are updated in line with the latest digital technologies.

๐Ÿ“Œ Whatโ€™s Next in Digital Marketing?

With technology making rapid advancements, it is crucial to take note of new trends in the digital marketing space in order to stay ahead of the competition. Artificial intelligence (AI) and automation, for example, are new up-and-coming areas in digital marketing, and companies should take note of this.

Are you up to date on the most recent innovations in digital marketing? How ready are you to incorporate new changes into your digital marketing strategy?

๐Ÿ“Œ Optimise Your Brandโ€™s Digital Marketing Today!

Wait no longer!

VKT is a data-driven strategic consulting & digital marketing agency. We are obsessed about performance and helping businesses turn ineffective digital marketing campaigns into visible, measurable results, in the form of lead generation and revenue growth.

With our experienced MRA & EDG Certified Consultant, VKT boasts a proven track record in achieving a high EDG application success rate that grants your business up to 70% funding for SMEs and 50% for non-SMEs. So contact us now for a strategy session with our Digital Marketing Consultant to discover more about how you may start your digital marketing journey and leverage our expertise!


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