How future-ready companies are building for tomorrow

 Marketing leaders have been future-ready organizations since long before the pandemic. But for companies that may have struggled a few years ago to gain momentum, the pandemic likely opened the door to digital transformation.

Today, the opportunity for marketers is to maintain that spirit of accelerated learning and agility in a sustained and lasting way. For most, it’s about continuing the process of digital transformation, not starting over.

 If we’ve learned anything since the pandemic began

It’s that being ready isn’t a feeling; it’s a choice. We gambling data usa recently studied the world’s most digitally mature companies and watched them make big gains. Among other achievements, digital leaders reported a 5 percentage point increase in market share during the pandemic compared to their peers.

 Beyond embracing the idea of ​​digital transformation, these companies made decisions that not only prepared them to respond to a global crisis, but also helped them emerge as digital leaders. In our analysis, we observed three traits that the leaders have in common.

 The brands best prepared for the crisis had marketing programs that were agile and responsive enough to capture short-term opportunities while also building long-term resilience. Take The Ordinary, for example, a skincare line effective influencer marketing strategies made by “the abnormal beauty company” Deciem. The brand was ready for the direct-to-consumer and self-care trends accelerated by the pandemic.

While Deciem began as a Canadian startup seeking a global audience in the crowded beauty space, it broke through by breaking down its marketing approach into a few simple steps.

First, Deciem’s marketing team set clear goals, focusing on brand awareness and customer loyalty. Then, they studied regional search trends to identify the top five markets where the brand could convert searches into sales using Google Shopping campaigns.

 Finally, they used our automated tools seeded with data from those successful pilots to scale globally. The result for Deciem has been a 5 to 1 return on ad spend.

Another trait that leading brands consistently demonstrated contact lists was a strong culture of experimentation. In fact, digital leaders reported seeing 3x higher returns from digital initiatives – particularly customer-facing solutions such as automated campaign optimization and personalized landing pages – compared to those that were less digitally mature.

 Look at Monday.com, the cloud-based work operating system. Its product evolution has been supported by marketing to match its agility and growth. The brand scaled globally and went public last year by using a data-driven approach to test and optimize messaging on platforms like YouTube to capture different audience segments.