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Marketers Play a Critical Role in Unifying Digital Transformation Goals


Digital Customer Experience: With digital channels here to stay, marketers must provide personalization and convenience across channels.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

Marketers work to build the best customer experiences possible by utilizing the most effective channels for their unique brand and audience. In today’s digital world, customer expectations for interactions have gone digital, using web and mobile, and marketing teams translate the traditional in-person experiences to digital in order to stay competitive.

Simply implementing digital tools is not enough, marketers must mirror the levels of personalization provided in physical locations across digital devices — seamlessly and efficiently— in one consolidated space. Marketers must embrace a holistic digital mindset, both externally and internally, by deploying virtual branches of business for a fully integrated digital transformation.

In industries from banking to retail, today’s customers expect both a convenient and highly engaging service experience.

Expectations have shifted so much that marketers must now re-examine and update the entire customer journey and explore every touchpoint in the customer experience, adapting each one to mimic the high-touch engagement of in-person interactions.

With a branded app, customers are able to engage with your brand identity conveniently and are more likely to associate positive experiences with your brand. With a private digital channel that is available wherever, and whenever, the wider your reach and the greater your brand consciousness.

Increasing brand consciousness encourages consumers to be more active participants in the shopping experience, but also requires you to deliver a compelling digital channel that keeps their attention and responds to their needs.

While the consumer-facing component of your business’s digital arm is critical, it must be part of a broader ecosystem of tools that enable cross-team collaboration, management and productivity. By equipping your whole team with powerful, all-in-one platforms, you improve the employee experience and help them perform better, translating to more sales.

Effective digital transformation requires holistic, integrated change across your entire organization.

Digital Transformation

In industries from banking to retail, today’s customers expect both a convenient and highly engaging service experience.

  1. Digital Customer Experience: Engage with customers with comprehensive digital channels. When customers need to toggle between multiple apps to engage with your business, they’re often engaging in a frustrating and disjointed experience. By housing all capabilities in one secure location, you distinguish the customer experience as a branded one, building recognition for your logos, voice and offerings. Users should be able to access the full organization from anywhere, across all digital channels.
  2. Leverage personalization in the digital experience. Whether online or in-person, customers expect to be treated as individuals with names, preferences and a purchase history. Use the digital landscape to translate in-store brand experiences to a virtual platform. For example, give product recommendations via email based on customers’ unique buying behavior and the changing seasons. Rely on data and insights to display dynamic calls-to-action with language tailored to each customer’s preferences and motivations. In short, look for opportunities to spark an emotional connection with buyers that makes them more likely to click — and convert.
  3. Establish clear communications with your team. Owned and branded digital messaging channels allow teams to communicate on-demand effectively and securely, both internally and with customers. Centralized platforms allow swift communication company-wide. In addition, they enable businesses to tailor permissions for internal discussions.
  4. Enable effective management. Your digital capabilities should include a management portal for insight into internal activity and visibility on external communications. With all digital customer experience and employee interactions organized within a single secure platform, businesses can gather and store data, creating important audit and e-paper trails. This data can also be used to track and analyze performance related to key business goals, then optimize areas that are lacking.

As digital expectations continue to soar and consumers look to seamless brand experiences for their services, marketers play a critical role in merging digital resiliency with the brand experience.

Moxtra’s just-in-time platform powers branded OneStop Apps for customer engagement and collaboration for today’s digital age. Get in touch today to get started with an app for your business.

Written by Moxtra

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