Blog article

28th January 2020

Digital Transformation: Why a website isn’t all it takes for your business to be digitally relevant

Ever since early man first discovered fire the world has been evolving at what feels like an ever-increasing pace. While the first few centuries of progression unfolded relatively steadily, in the last two decades we’ve witnessed the birth of technology that has totally changed the way we interact and live our lives – otherwise known as digital transformation.

The Internet: what a game changer that turned out to be. Civilisation came a long way before the Internet was invented but there’s no denying the massive behavioural shift that digital transformation has brought about in society. Not only does over half the world’s population now have Internet access, a whopping 96% of all 16-34 year olds in Britain own a mobile smartphone with the capability to get online – a lucrative audience ripe for digital engagement. 

Couple that with the phenomenal uptake of VUI assistants like Alexa, and it’s easy to appreciate how fast digital transformation is taking hold – and the enormous ramifications this has for businesses that fail to adapt with the times.


So, what is digital transformation? 

Digital transformation is the process of keeping digitally up-to-date with the latest digital advancements and technologies – which in recent years have been evolving thick and fast.  

For businesses, this means ensuring your digital offer stays firmly aligned with the technology and platforms that your target stakeholders are invested in – which are subject to change in line with digital progression. Digital transformation is about recognising when these online shifts in audience behaviour occur, and adapting your digital proposition to match their habits accordingly 


Is digital transformation unique to business?

In short: no. 

With b2b sectors becoming increasingly crowded spaces, adopting a digital transformation strategy is essential for retaining industry market share, and converting new adopters of your business’s product or service - all of which are vital aspects of sustaining year-on-year revenue growth. 

But it’s not only businesses that are vulnerable to the detrimental effects of failing to keep up with digital transformation. Public sector services, government bodies, environmental organisations, and even charities that rely on consumer donations, will also need to digitally adapt, if they’re to remain relevant to audiences long-term. 



What does digital transformation in business involve?

Digital transformation relies on adopting new technologies that enhance and improve your customer’s experience of your business. But it’s also about having a relevant presence on digital platforms you know your target audience engages with, as well as ensuring your website is optimised for SEO according to Google’s latest algorithm and the shift towards voice search 

One of the most recent changes to be brought in by Google is mobile indexing – which places the quality of a business’s mobile website experience higher in importance than its desktop one. This means that any website not optimised for performance, speed and engagement on mobile, will now conversely damage the SERP (search engine results page) ranking of the same site on desktop. And it’s reacting to these insights that forms a key part of a business’s digital transformation activity.   


Merchant: a digital transformation agency driven by insight

At Merchant we’ve long witnessed the effect digital transformation has had (and continues to have) on customer engagement and brand loyalty.  

Like any business striving to remain relevant in the digital age we’ve had to stay agile and adapt our digital offer in line with the latest emerging technology. For us, this has meant bringing in digital experts who have the insight to help our clients successfully digitally reposition their businesses and strengthen their brands online and on mobile. 


How to get started with your digital transformation strategy

Leveraging digital technology and UX design into the websites we create is just one of the technically innovative ways we’ve helped clients, such as i-Ride, KingfisherMackoy, Gatwick Airport, and Oil Spill Response Limited, digitally transform their businesses, and retain a relevancy among their stakeholder audiences.  

To talk to us about implementing a digital transformation strategy tget your company up-to-date, email our digital expert Paul Betteridge   |   02380 225478. 

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