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Digital Strategy vs Digital Transformation?

Now we have entered the digital era, where everything is easier with the help of the internet and technology. In this era, all companies need to improve how they think, how they deal with consumers, partners, and vendors, and how the organization functions within them.

What is Digitalization and Digital Transformation?

Digitalization is transforming the inside or the environment of a company. Its daily presence and its major effect on sales, margin, growth, and creativity, illustrate the increased interest of businesses in digitalization. Moreover, it does not only impact businesses that are technology-based industries, it affects or may affect any company, any industry, any form of work, any business activity. New technology can significantly impact all businesses.

Digital transformation, on the other hand, is broader than digitalization as a way to move to digital business. Digital transformation is the transformation of company operations, systems, products, and models to take full advantage of digital technology opportunities. The primary objective is to enhance efficacy, mitigate risk, or explore new possibilities for monetization.

A survey of directors, CEOs, and senior executives found that their #1 worry in 2019 is the prospect of digital transformation. Research shows that 70% of companies that initiate digital transformation didn’t achieve their stated objectives. But, according to other surveys, 21% of those companies say they've accomplished the digital transformation. This indicates that the other company remains underestimated digital transformation.

Digital transformation actually drives changes in client experience, operational processes, and business models. The process of digital transformation includes teamwork around the whole company and entails changes in the culture of the business. This digital approach relies on technology, not culture. Many digital technologies provide opportunities for gains in productivity and consumer intimacy. But if people lack the right mindset to adapt and the new business structures are flawed, those shortcomings will be clearly magnified by digital transformations.

What is Digital Strategy and Its Importance?

Digital transformation requires a digital strategy that looks at the goals, current situation, and how to move forward on a transformative journey in a way that makes sense and links the dots, like any strategy.

Today, with the implementation of a digital strategy, every company could leverage the value of this technology. Such a technique consists of a mix of emerging technologies, data, and physical resources that enables human output to be enhanced. Failure to execute it would weaken a firm's productivity. A strategy for digital transformation begins with answering key questions, such as what, why, how, and who. A digital transformation strategy builds bridges between the current state and the desired long-term plan. A digital strategy is in short, not an option. It is becoming a necessity for any company that wishes to stay competitive in its markets.

A digital strategy must transcend conventional functional areas and business processes allowed by IT. While it entails the digitalization of products and services as well as the knowledge surrounding them, it also extends beyond firm boundaries and supply chains to dynamic ecosystems that cross traditional industry borders. Without taking into account the business ecosystem, alliances, collaborations, and competitors, the strategy can not be created, because the ecosystems are intertwined.

Research by PwC, a consulting services, suggests that before developing a digital strategy, you should think about the following questions

Digital Transformation vs Digital Strategy

In conclusion, Digital Transformation is the use of technology to dramatically change business efficiency or impact, while Digital Strategy is about using digital technologies at either organizational or line-of-business levels to achieve strategic goals.

The Digital Strategy addresses the company’s particular problems, thus generating applications or solutions, while the Digital Transformation consists of reinventing the company from scratch, taking advantage of the latest technologies, standards, methods, instruments, and talents.

Other than that, Digital Strategy is short and medium-term, and Digital Transformation is long-term (that involves trial and error, prototypes, and change everything, this usually takes a long time).

Digital Transformation and Digital Strategy are strategic in nature and must be considered at the same time. It is best to combine both practices to be applied to your business. Use OneTalk, OneTalk will allow you to use technology (digital strategy) & also focus on the client experience, operational processes, and business models (digital transformation).

OneTalk is an Omnichannel Customer Engagement product from TapTalk.io that aims to improve the efficiency and quality of business relationships with your customers. They provide the best experience to your customers, supported by an interface that can be personalized according to the brand image you want to present.

robot and person with phone

Dampak kecerdasan buatan (AI) pada customer service telah menjadi salah satu topik yang diperdebatkan secara luas dalam beberapa tahun terakhir. Dengan munculnya chatbot, yang didukung oleh AI, interaksi brand dan customer service telah bergeser ke bentuk baru.

Facebook, Kik, dan bahkan Telegram meluncurkan platform bot di atas messenger mereka, dan semua orang dan siapa pun menyatakan bahwa masa depan kita akan berisi dengan bot. Tetapi mereka masih belum bisa menyempurnakan faktor human interaction atau interaksi manusia yang akan membantu hubungan personal dengan audiens.

Bagaimana Chat bots menyelesaikan masalah?

Chat bots dapat digunakan untuk menyederhanakan interaksi manusia dengan bantuan kecerdasan buatan. Perangkat lunak yang dirancang untuk mensimulasikan percakapan dengan pengguna dalam bahasa alami melalui situs web, aplikasi perpesanan, aplikasi seluler, dll.

Pertanyaan yang kemudian muncul adalah bagaimana chatbot dilihat sebagai mengubah pengalaman pelanggan dan meningkatkan produktivitas kerja. Perangkat lunak ini dirancang untuk menangani aspek bisnis yang berulang dan biasa seperti menanggapi dan menyelesaikan pertanyaan pelanggan, memproses data, dll. 

Dengan cara yang langsung. Ini juga membuat agent fokus pada tugas yang lebih kritis dan kreatif. Produktivitas kerja telah menjadi faktor lain yang mendorong semakin banyak organisasi beralih ke chatbot.

Riset telah membuktikan bahwa bahwa meskipun AI dan Natural Language Processing telah ditingkatkan, AI Chatbots masih dalam tahap primitif. Dengan kata lain, mereka hanya secerdas yang diprogramkan. Jadi, mungkin ada situasi di mana chatbots mungkin tidak dapat memberikan hasil yang diinginkan. 

Di sinilah faktor manusia berperan. Empati dan kecerdasan manusia dibutuhkan untuk memecahkan masalah. Chatbot, oleh karena itu, dapat dianggap sebagai "garis pertahanan pertama dan manusia datang untuk bermain ketika garis itu dilanggar".

Bots dan Manusia Memiliki Keahlian di Bidang Berbeda

Komputer luar biasa dalam komputasi. Mereka memiliki kemampuan mencari data, menghitung angka, dan melakukan hal-hal seperti melihat jutaan opsi berbasis fakta dan mengembalikan yang terbaik dalam hitungan detik. Komputer belum pandai memahami emosi manusia. Bahkan tidak dekat sama sekali. 

Keadaan pemrosesan bahasa alami berarti mereka bahkan tidak dapat memahami apa yang kita tanyakan kepada mereka, tidak masalah menafsirkan perasaan kita dengan membaca yang tersirat. 

Keuntungan dari bot ini khususnya adalah mengurangi beban pekerjaan yang dikerjakan oleh manusia. Permasalahan akan lebih terfokus dan brand dapat mengkategorikan agent sesuai dengan case yang masuk.

Tetapi, banyak pelanggan mengaku frustasi jika terlalu lama berinteraksi dengan entitas yang tidak dapat mengerti masalah mereka. Tidak mengetahui cara menenangkan mereka atas masalah yang ingin mereka selesaikan. Kurangnya kontak sosial membuat mereka merasa berbicara dengan robot.

Manusia di sisi lain tidak ahli dalam komputasi, tetapi memiliki kemampuan luar biasa dalam memahami emosi manusia. Kita memiliki empati. Kita tahu bagaimana rasanya frustasi. 

Kita tahu bagaimana rasanya membuat orang merasa lebih baik. Kita bisa bernalar dan mendengarkan. Kita tahu kapan harus tetap diam, dan kapan harus menyela. 

Solusi dapat diberikan secara real time tanpa menambah kesulitan pelanggan. Tidak ada cara untuk memberikan customer service atau pemasaran yang efektif, tanpa empati dan kecerdasan emosional. Di masa mendatang, komunikasi pelanggan kelas dunia akan membutuhkan manusia. Untuk itu, kita akan tetap membutuhkan human computer interaction untuk meningkatkan kualitas hubungan dengan audiens.

Bisakah Bots Bertahan?

Semua perdebatan ini pada akhirnya akan berujung pada pertanyaan “apakah manusia sebenarnya menyukai berbicara dengan bots?”. Semua teknologi bots yang ada akan mencoba sehebat mungkin untuk membuat berbicara dengan bots seakan berbicara dengan sesama manusia. Kenapa hal ini bisa terjadi? 

Karena faktanya adalah manusia suka berbicara dengan sesama manusia. Dan jika ada yang tidak berjalan dengan baik tentang komunikasi pelanggan hari ini, itu adalah bisnis online yang terasa impersonal. Bisnis bersembunyi di balik teknologi buruk, seperti no-reply email, nomor tiket, balasan otomatis, dan formulir "Contact us" tanpa wajah.

Berpura-pura bahwa bot adalah manusia adalah impersonal. Jika pelanggan sedang bercakap-cakap dengan entitas yang mereka anggap sebagai manusia, tetapi kemudian menyadari melalui batasan teknis yang tak terhindarkan bahwa itu sebenarnya bot, bagaimana menurut Anda perasaan mereka? Dan bagaimana perasaan itu bisa baik untuk bisnis?

Pelanggan membutuhkan social interactions. Gunakan perpaduan antara otomasi dan koneksi manusia untuk membangun hubungan mendalam pada channel personal. Anda bisa menggabungkan keahlian bots untuk menjawab pertanyaan umum dan menggabungkannya dengan keahlian manusia untuk menjawab case yang lebih kompleks dengan memanfaatkan kata kunci dalam percakapan.

OneTalk menawarkan anda keuntungan yang bisa anda rasakan dengan automasi tanpa membuat pelanggan anda merasa terlalu impersonal dan tetap memanfaatkan interaksi antar manusia. Layanan perpesanan omnichannel terbaik ini memiliki fitur Welcome Message dan Away Message yang dapat membantu brand Anda untuk tetap personal.

Welcome Message adalah pesan yang otomatis dikirimkan pada saat sebuah case terbuat. Hal ini dapat berisi sambutan atau permintaan tunggu penyelesaian case.

Away Message adalah pesan yang otomatis dikirimkan pada saat customer mengirimkan pesan ke bisnis Anda di luar jam kerja yang telah ditentukan di fitur Office Hours. 

Sementara itu, untuk menyederhanakan interaksi antara agent anda dengan pelanggan, OneTalk menyediakan fitur Quick Reply, yang berfungsi untuk mempermudah agent membalas pertanyaan customer yang bersifat template yang sering ditanyakan.

Playing chess illustration

NOW is the right time for you to turn this pandemic situation into a competitive advantage, especially for IT businesses. All consumption behavior has shifted into a more remote and mobile behavior. Which is the reason that you should take more time and energy to plan what we call Digital Marketing Strategy.

What is Digital Marketing? According to Dave Chaffey and Fiona Ellis-Chadwick in their Book, Digital Marketing (2019), it is the application of digital media, data and technology integrated with traditional communication to achieve marketing objectives. 

Consumers and businesses are almost always online and always on the move. They want to be able to communicate with their customers and observe their behavior wherever they spend time. It is why your businesses should have a successful digital strategy.

You should consider using some technology to boost your Digital Marketing through digital platforms. In 2020, there are a lot of Digital Marketing Strategies that you can apply to your business such as: Artificial Intelligence, Programmatic Advertising, Chatbots, Conversational Marketing, Personalization, etc.

Axiom, a brand strategy and marketing firm makes the case study of their Digital Strategy Marketing for Ringer Gloves. They successfully planned and executed the digital initiatives using HubSpot’s inbound marketing software. The results are outstanding. They are able to reach the highest number of e-commerce sales since site launch, website unique users surpassed industry benchmark by 62%, 4 Blog posts earned 1st result in Google for broad keywords, their landing pages surpassed industry benchmark for Cost per Contact by $41.24, their search engine marketing surpassed click through rate benchmark by 57%, they got 114% increase in clicks and 160% increase in engagement for their social media marketing. 

Those examples should clue us in that Digital Strategy is very important to your business.

What did they do to achieve all of that? Here are a few of what we concluded in their case to achieve a successful digital strategy:

  1. Blog Post Content

They do monthly blog posts that are essential for the digital strategy campaign. They do a lot of research first to figure out their audience pain points. Then they use content marketing to solve their challenges. Then, ultimately the blogs would lead audiences to landing pages, so they could maximize lead generation and also, lead conversion rates. 

Content Marketing also used by other cases, Apollo Digital, for their client. They created and promoted content, which went epicly viral and brought in over $25K in revenue (and growing). You can check more of this case here.

  1. Search Engine Optimization

Axiom analyzed web traffic every month. Their strategy included the targeted keywords with high search volume that they discovered through extensive keyword research that can improve blog and website SEO. Through this research, they succeeded in earning first result for 4 Blog Posts in Search Engine Results Pages (SERP) and ranked keywords increased from 119 to 227.

This strategy is now commonly used to increase traffic in websites. Basically, what you do is to increase your website traffic so people will know more about you. 

Emil Shour, a SEO and Content Marketing Strategy at SnackNation, a healthy snack delivery service also does this trick. He increases their websites pageviews by 59.20%. This tactic drew high quality traffic and their revenue skyrocketed to $100K per month!

Emil was using Skyscraper Technique which means he targeted broader keywords that their audience often searched. When he put this tactic to use, poof! His post ranked first on Google Search's first page.

  1. Search Engine Marketing

This will drive people or visitors to your e-commerce website. Axiom used some forms of paid advertising, starting from paid search and even to display ads. This results in surpassed click through rate by 57%, surpassed cost per click benchmark by 35%, 8.61% return of investment, and 47% reduction in cost-per-click.

  1. Social Media Marketing

Social media is the ruler of the word now. Using platforms like Facebook Ads, Google Ads, Twitter, Instagram, and even LinkedIn to share your advertisement is the way to go. With this strategy, Axiom earned 14.35% increase in followers, 345% increase in website visits, 14% increase in clicks, 160% increase in engagement, etc.

  1. Email Marketing

Email marketing will drive lead generation and sales. Axiom will send emails to key audiences with exclusive price decreases and promos, which will help boost sales. This could also be directed to audiences on blog content and trade show events. This strategy earned a surpassed email open rate industry benchmark by 12.15% and surpassed email click through rate (CTR) by 1.3%.

  1. Video Marketing

Don’t even forget Youtube! This hotshot platform can be utilized as an advertising platform. This strategy resulted in 88% increase of total views and 151% increase in Youtube watch time.

Meet your customers where they are

The development of the Internet of Things and smart products makes customers increasingly expect to be surrounded by responsive web portals and devices. Payment gateways are no longer connected to physical cash registers, even for offline shoppers, and geographic location and Bluetooth beacons enable continuous omni-channel contact.

You can use various media to launch your digital strategy. Take an example on Google Ads that has a big reach on a lot of applications and platforms. You can direct them to your selected platform to continue networking with your customer. You could direct them to eMail, Telegram, LINE, and even WhatsApp.

As a highest-user application, using WhatsApp will give you more opportunity on your Digital Marketing Strategy than any other applications. By inserting a direct link on your Google Ads, Facebook Ads, and any other platform, you can bring your customer to your communication of choice. Or, you could just use omnichannel to integrate multiple users for your WhatsApp Business.

OneTalk by TapTalk.io, one of the best omnichannel messaging platforms will boost your sales like none other using WhatsApp accounts. You can then optimize your very own Digital Strategy with OneTalk features to boost your sales and support. Remember, personalization of your marketing should be on your priority to develop a high-quality relationship with your customers. 

Broadcast Message by OneTalk can helps you share your advertising content to your customer. This feature allows you to send messages to multiple recipients all at once. Your marketing strategy will be more interactive with this feature, sending them multimedia content such as photos, videos, and even pdf files. 

Utilize the right platform! OneTalk is providing you with WhatsApp Business API services to support your line of communication with one of the biggest messaging platforms in the world. Use this to apply your Digital Marketing Strategy and increase your sales like never before.

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