Digital transformation: lessons from a process that accelerated in 2020

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As the COVID-19 pandemic changed every aspect of our lives, companies around the world realized the urgency of accelerating their digital transformation. The trend, which was already growing, became unavoidable. We tell you what the reasons for this wave are and how to join the change.


In the face of the many changes that people have experienced at the family, work, educational and commercial levels, among others, offering greater value to consumers has become more crucial than ever for brands this year. The exponential increase in the time that consumers now spend online has made the digital presence of companies more necessary than ever.

And the best way to do this was with the help of tools that were already making strong strides : automation and machine learning , data analysis and much more flexible leadership with broader views on the new normal.

We know that the heart of digital transformation lies in reaching potential customers and creating a lasting connection through a significant presence throughout the entire online purchasing journey . That is why the digital maturity of brands is closely related to adopting the right technologies and designing relevant strategies that manage to boost reach in an increasingly dynamic context. In this sense, finance directors email database list digital adoption is no longer an option but a priority.

A world with a blue arrow rising. Next to it it says: Website traffic increased by 16% from Q1 to Q2 2020.
And as Jason Spero, Google’s Global Vice President of Performance Solutions, explains, that doesn’t just mean embracing new technologies, but also changing the way we think about an organization. “As consumer behavior evolves, and the ways they engage with our businesses change, so must our approach to addressing new opportunities, threats, and challenges . The ‘new normal’ will require leaders who are flexible, adaptable, and able to think of new solutions to new types of problems,” says Spero.

Fred Kofman, a consultant on leadership and culture, also points out the importance of a new leadership capable of facing uncertain times. In addition to pointing out that we must embrace experimentation and commit to permanent learning that allows us to respond effectively to any scenario, Kofman assures that a good leader has the ability to encourage members of his organization to face work problems first-hand and with an eye to the future.


The three edges of a truly effective change

In turn, any successful digital transformation comes from three keys: understanding consumers, improving the user experience, and integrating data and analyzing it in real time . In fact, machine learning and data were the best guide for marketers this year: these solutions allowed them to obtain fundamental insights to, for example, connect with customers' motivations and new needs, increase the impact of campaigns, and boost profitability.
A computer screen shows a speedometer. Next to it it says: Recent data shows we have moved 5 years forward in consumer and business digital adoption in about 8 weeks.
It is clear that digital transformation marks the path to recovery .

Readapting is about being more agile, being prepared for challenges and building digital-based marketing strategies . Consumer needs will continue to evolve, so having the right tools and data – and knowing how to read them properly – are among the fundamental pillars for making the right decisions in this new year.