Customer-focused Strategies in the Age of Digital Transformation

To remain competitive in today’s complex digital web and interconnected world, businesses must adopt a multifaceted approach that leverages various online strategies. This includes search engine marketing, social media optimization, business automation, content marketing, influencer marketing, experiential marketing, and web analytics. Businesses all around the world are grappling with a perpetual challenge: how to connect with their customers in an era where technology continues to reshape the world. These phenomena require executives to remain agile in an evolving digital landscape that influences the way customers make their choices. This course will analyze several cases of companies that have successfully harnessed digital technologies to gain a better understanding of their customers’ journeys and have adopted a customer-centric approach in a digital-first world. For example, Gucci and Marriott’s Ritz-Carlton reconfigured their strategies to better connect with their rapidly changing customer base. The exercise bike brand Peloton revolutionized the market by utilizing content marketing, influencer marketing, and experiential marketing strategies. A new and upcoming insurance company, Lemonade, disrupted the market by harnessing the power of business automation, breaking the world record for paying insurance claims within three minutes. Using these cases as a benchmark, the course covers several real-world strategies for business success in the age of digital transformation.