In this roundtable we discussed:

• The critical barriers to the advancement of key digital initiatives within every organization.
• How should marketers respond in the face of today's urgency for rapid digital transformation?
• What can brands do to optimise digital marketing efforts from a journey enrichment perspective based on differential segment / customer behaviour?

Here are the key highlights and insights from the session:

Brands primarily face three core challenges that hinders their digital journey

• People – Understanding the need for digital initiatives by key stakeholders
• Processes – Integrating complex processes seamlessly with a focus on bringing value
• Technology – Identifying and using the right technology stack to suit the needs of the respective business

What are the critical barriers to the advancement of digital initiatives

• Fear of unknown -New players are not sure about the right digital initiatives that will suit their business
• Fear of change – Conventional brands do not want to change their approach due to lack of knowledge and awareness of the present marketing trends
• Lack of technology and processes

Three ways to overcome the barriers

• Education / guidance – Marketers should educate/guide key stakeholders about the benefits of Digital Transformation
• Highlight business value and ROI capabilities of digital initiatives
• Showcase examples of similar brands / competitors to encourage taking new initiatives

How should marketers respond in face of today’s urgency for digital transformation?

• Take a holistic approach starting from choosing the right platform to designing the required physical infrastructure
• Focus on investing in the right tech stack

What can brands do to capture new and emerging consumer groups tapping into digital for the first time?

• Create an impactful brand narrative and provide individualized, contextual communication at the right time
• Content is always the King. It should be relevant and specific based on the customer journey for better audience interaction
• Focus on sustaining brand presence and continuous customer engagement through digital mediums
• Ensure a delightful customer journey
• Sustain brand presence for top of mind recall
• Appoint a customer experience officer who looks at the entire customer journey from onboarding to post-sales service
• Remove the siloed approach towards customer
• Enhance customer experience by integrating Martech data with Ad-tech data