Digital Transformation vs. Digital Marketing: Differences & Similarities
The times we are living in demand us to be present online. Every aspect of our lives is now connected to the internet in one way or another. The business sector is experiencing digitalization the most with their customers being digitally sound and demanding, their services to be digitalized too.
Organizations have no option other than to go through a Digital Transformation. Digital transformation, in essence, means making your business digital. All your services go digital and make use of new technologies and devices. Even your in-organization work experience witnesses this change.
Digital Marketing being a part of this transformation is when your marketing goes digital. The traditional marketing ways like pamphlets, etc., are put on hold, and the marketing services are pushed online. For example, the promotion of a brand that you see on your social accounts is a part of digital marketing on behalf of that brand.
It is common for people to wonder about the differences between digital marketing and digital transformation. Before we discuss the same, let us understand digital transformation more.
What is Digital Transformation?
Digital Transformation means transforming the way you approach your business. Transforming the traditional ways into digital and technically sound ways. Digital transformation is using technology in different aspects of your business for a smooth and growth-oriented run of it.
The age we form a part of is a digitized one. To be a healthy and growing part of it, you should also be digitally sound and know your ways around it. Businesses and organizations should now focus on how to incorporate technology and user-friendly interfaces in their forte of work and not on whether or not they should transform digitally.
Digital transformation has many pros, and that’s why it’s the way to go. First of all, it is a customer-friendly approach. It makes the process of engaging with your business hassle-free and easy for those who will ultimately make your business grow. It increases engagement and helps you specifically target your audience. Businesses can easily enter the digital sphere through digital transformation courses.
Different Aspects of Digital Transformation
Digital transformation has many aspects and incorporates every part of your business and not only the interaction on the customer front. When it comes to digital transformation vs. digital marketing, we should accept that digital transformation helps you analyze the needs and wants and improve the working conditions for your employees too.
Let us now look at the different aspects of this transformation.
Customer usage aspect
Digital transformation has made the whole business-customer interaction easier for both sides. Companies use technology to analyze the interest areas of their potential customers, which eventually helps them target and shape their campaigns.
From the user front, it has made it easy for them to engage and interact with institutions and understand their campaigns via digital marketing and digital branding. There are user-friendly tools available that help them understand the whole process better.
Digitalization and technical awareness have made the user-provider interaction frictionless and have proved to be a great tool to reduce time usage and effectively cut cost usage.
The automation of traditional processes has posed a great impact on the working conditions inside an organization. Employees are being provided with devices and tools for their respected work. For instance, the usage of a screen and tablet to present their ideas and models instead of making them understand verbally or using a pen and paper.
Digitalization is what made several companies survive the COVID-19 phase. Due to this, employees were able to work from home and carry on their work even when in quarantine.
Companies are changing their business models right from the basic levels to make them in sync with this digitalized age. Digital transformation has made organizations rethink their ways to deliver their services to the masses. Moreover, digital transformation is not a process to be taken over instantly. It is a process to be adapted step by step and incorporated consciously to not disrupt the whole working environment.
Differences Between Digital Marketing and Digital Transformation
Digital marketing and digital transformation are both parts of digitalization taking place. In fact, digital marketing forms a part of digital transformation. Digital marketing is a specific tool that targets a single aspect of your business, i.e., marketing and promotion. On the other hand, digital transformation is a concept covering all parts of your business. It’s more like a change needed to be adapted.
Digital marketing also has many components itself, namely content marketing, social media marketing, email marketing, and many more. However, even with all its components and tools, it still is specific and beneficial for a single aspect of your business, unlike what digital transformation offers.
We also analyzed digital branding vs. digital marketing previously. You can also read it for understanding digital marketing better.
Is Digital Transformation a Digital Marketing Strategy?
When we try to differentiate digital transformation and digital marketing, maybe we should ask the ultimate question in everyone’s head. Is digital transformation a digital marketing strategy? In a way, yes. But not exactly. A digital transformation strategy is a precise plan for implementing digital technologies to improve your company’s physical elements in engineering, manufacturing, and service. But digital transformation (DX) is a wide business approach in and of itself.
Customer experience, operational processes, and business models are all impacted by digital transformation. Digital transformation necessitates cross-organizational coordination and involves changes in company culture. The focus of the digital strategy, on the other hand, is on technology rather than culture.
IT Transformation Vs Digital Transformation
Businesses are changing their IT operations, management, and other processes to become digital to use the power of technology even more effectively. As a result, IT transformation and digital transformation are sometimes regarded as similar and the concepts are used interchangeably. So let’s look at in what ways the two concepts are similar and different.
IT transformation is an important part of the overall digital transformation strategy. So we should know that digital transformation will not be possible without IT transformation. In other words, the fundamental component of a digital transformation is IT transformation.
If we look at both concepts in terms of their approaches, we see that people, operations, products, and an organization’s culture all play a role in digital transformation. IT transformation, on the other hand, is the automation of an organization’s information systems, such as ERP and others, in order to boost productivity and automate processes. Customer-driven digital transformation means that the plan is oriented to the customer’s preferences and satisfaction. IT transformation primarily focuses on enhancing IT infrastructure by using the latest technologies’ strengths, and it may or may not have a strong customer-centric focus.
There’s another distinction between digital and IT transformation that we should mention, which is their scope. Cloud, network requirements, hardware, software, and data management are all examples of infrastructure changes that IT transformation can address. Digital transformation, on the other hand, uses all of these tools and covers all of the areas that affect an organization, so it has a considerably broader reach.
Digital Transformation Vs Business Transformation
The other two concepts that are also confused are business transformation and digital transformation. Actually, digital transformation is just one part of a larger business change, but it has its own characteristics that businesses should be aware of.
Although there are some similarities between business and digital transformation, the two concepts are significantly different. Business transformation refers to a cultural shift as well as the basis of business operations that are driven by market changes. Organizations can use business transformation to address market obstacles, capitalize on evolving technologies, and adapt their business practices.
On the other hand, the tools and technologies used to create change in a company are referred to as digital transformation. Digital transformation also covers business processes, which is one of the key areas of crossover. The market and go-to-market models are at the center of business transformation. The technologies that support the above business operations are the focus of digital transformation.
The best digital technology in the world won’t benefit a firm if it isn’t adequately integrated into its overall processes. Companies frequently make the mistake of not matching strategic and tactical goals, or of failing to align business and IT. So it is worth mentioning once again that business transformation and digital transformation are different in general terms but inseparable.
Digital Marketing Vs. Digital Transformation: Final Note
Digital transformation is mainly the complete transformation of your business, from the basics like business model-rethinking to using software and devices to eradicate paper and time wastage.
Whereas digital marketing, although being a part of the whole transformation, doesn’t need you to start from the basics. It applies to a specific but important sector of your business: marketing and advertising. It is where you look into how you need to shape your campaigns and present them to the customers for them to devour your services to the fullest.
The digital transformation uses almost all the digital advances and technology present there. Digital marketing, on the other hand, has components to it that are area-specific.
Thus, the digital marketing vs. digital transformation comparison can have only one outcome. Digital transformation is a process, and digital marketing is simply a step in this process with many demanding digital marketing skills.
Digital marketing is a part of digital transformation. Whenever digital transformation takes place, digital marketing is bound to follow at some point. This is so because the former allows businesses to be successful and create an effective digital presence, while digital marketing helps the newly transformed business to flourish through strategies. Thus, digital marketing is an important part of the whole transformation process and can’t be seen alone and in comparison to digital transformation.