A MARKETER’S GUIDE IN DESIGNING A DIGITAL TRANSFORMATION ROADMAP

Gone are the days when companies used digital marketing to influence the customers. Now the situation has turned the other way round where customers are taking the lead, and digital marketers need to respond accordingly. Hence, digital marketers need to understand this change of landscape and its implications. This paper outlines the factors that drive digital marketing transformation, the various benefits marketers can gain due to this evolution, how to extract maximum output from the latest technologies in the digital world, and the latest approaches to creating and communicating content. Thus, this paper can serve as a useful guide in driving the companies' digital marketing transformation processes.