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Inbound Marketing

Insights on digital transformation : exclusive interview with Xavier Omella of Indigital

About Xavier: Co-Founder at indigital whose mission is to support customers in their digital transition and to help them improve their loyalty and acquisition programs by better leveraging their digital assets.

  • How companies adopt a successful digital strategy.
  • 3 keys aspects of the digital transformation for your business. 
  • Do you know these 9 crucial digital facts for companies.

Xavier Omella kindly accepted to answer some of our questions related to digital trends. A digital strategy  covers commercial activity and interactions conducted today via channels like mobile, social and the Internet, as opposed to offline or brick and mortar channels. His focus is mainly on BtoC in the Spanish market. The Spanish and French market follow similar trends, and therefore could be used as a relevant example for French marketers.

What are the primary concerns of companies when it comes to digital transformation?

Clearly the awareness stage is finished. The necessity of a digital transformation is no longer at stake. What companies are really concerned about is how to make it happen.

The change and the transformation should impact three aspects of their business model:

  1. How to connect with the customers is impacted. There is an existing relation with the customer. How to adapt this relation to create a new digital conversation is critical. Companies have to think about how to reinvent that relation and transform it in a digital environment.

  2. How organizations are impacted. Digital is everywhere. It impacts our ways of life. It thus hasimpact on the way organizations work together and how they are managed. Change management is a key stake in the digital transformation. Tools can be implemented, and yet digital transformation might not occur. It is required to change mentalities, change the way of doing things and how business is made. This is a big challenge that needs to be overcome.

  3. How their long term business strategy is being impacted. How to keep their traditional business and not cannibalize their other regular channels while implementing digital is also a major concern. While the market is pushing for digital, a transition phase will occur. During that transition phase, the revenue generation should be balanced between traditional business and digital growth. While the balance will favor the former at the beginning of the transition, the transformation should occur at a pace which allows for the digital to replace traditional revenue generation.

Various tools exist now and yet

In countries like France, digital transformation takes time, why do you think that this is the case?

You have to take into consideration that consumers are driving the change. They are excited about technology. This is illustrated by the high saturation of mobile devices (smartphones, tablets etc.).
Consumers are thus drivers of the change.

They have some concerns that need to be addressed to make sure the end user experience is always optimal. Answering these issues will allow customers to have more confidence in the digital environment and be fully committed to it:

  1. Data privacy which is more and more critical for users.

  2. Security: do they feel safe sharing these types of information with others? Is it worth it? Security can be a major stopper in the process and has to be carefully managed.

  3. Over communication (spam):  over sending of information, requests and spamming are a major threat. The customer feels that this communication is intrusive and not adapted to their needs.

Why do you think engagement is low on mobile?

The customers’ level of engagement is correlated to the value you provide. It is as simple as that.

The complexity lies on how to bring value to your customer while avoiding all the caveats I mentioned previously. 

Three concepts are critical in  bringing value to the customer: 

  1. Mapping tastes and preferences: what you like, what you want, when, where? 

  2. Identifying relevant contexts:  what are you doing, when, what would you be doing, where are you now?  When do you use the service / product?

  3. Answer a need: need anticipation either current needs or future needs.

Based on these three concepts you should be able to create a relevant interaction with the end customer.

Not just a one way communication but a two way communication. The more that you create a need for a conversation with your customer, the more he or she will interact and thus his or her level of engagement is going to increase.

What are your views on inbound marketing as part of a businesses digital transformation strategy?

Inbound marketing is a green topic in the marketing universe. It is a strong concept that is thriving and I am optimistic about this new approach.

I think it is more a business philosophy rather than a pure methodology. It is a good way of thinking to innovate as marketers.

Inbound Marketing will be successful if it is able to manage the balance between intrusion and relevance.

As part of a 360° marketing approach inbound can bring value to the customer and drive positive results. It will bring the relevant content at the right moment.

A good inbound marketing strategy should think of the long-term benefits for the customer and how perceived value is going to grow in the longer run.