Digital Transformation in Marketing and Communications

Every day Marketers and Communication Professionals around the world are spending hundreds of hours creating manual social media reports, campaign reporting or newsletters. Stop wasting your time and start your digital transformation today - it's is so easy!

Meltwater helps you to save time and cost by automating manual processes such as: media reporting & analytics, publishing content on social media, consumer & market research and internal communications.


Why Marketing and Communications are digitising processes

In order to survive this increasingly competitive business environment, companies must create customer centric strategies. Enterprises that focus on digitising and personalizing consumer experiences, by modernising customer touch points and customer-facing strategies, benefit from increased brand relevance and positive customer sentiment.

Ultimately, by shifting focus and paying attention to what customers want, they’ll improve client acquisition and retention, while simultaneously reducing spend and fostering a competitive advantage.

Research conducted by Mc Kinsey in 2020 shows that top companies that sustain a comprehensive focus on the customer can generate economic gains ranging from 20 to 50 percent of the cost base.

The Goals of Digital Transformation Processes

The term ‘digital transformation’ is extremely broad and encompasses a range of initiatives and components to integrate digital technology into all areas of a business.

At its core, digital transformation brings siloed data from disparate sources together, in order to create actionable business insights. These insights help drive decisions around key strategic objectives, such as decreasing cost and increasing profits.

While there's no one-size-fits-all approach to digital transformation, the end goals of the initiatives in the field of Marketing and Communications tend to centre around strategic priorities, such as:

  1. Optimizing customer experience
  2. Automating reporting
  3. Consolidating systems and reducing silos
  4. Unifying data
  5. Optimizing internal communications
  6. Improving decision-making

Digital Transformation Use Cases

Meltwater can help you to gain insights that can be used in a variety of use cases across all markets you operate in. We offer one single source of truth with local customer support:

Competitor Intelligence: Understanding the competitive landscape and being able to work with Porter’s 5 Forces in real-time.

Communications and Performance Management: Why spend hours on manual reporting when this can be automated?

Real-Time Issues & Crisis Prevention: Implementing a crisis prevention system through real-time alerts on key topics and always being in control of all conversations that could negatively impact your company’s reputation.

Influencer Management: Finding the right brand advocates that help you increase the reach of your brand.

Consumer Research & Audience Insights: Conducting consumer research through social media insights to gain important knowledge about your target audience.

Social Engagement: Improving the relationships and engagement with your customers on relevant channels.

Curious on how this could help you?

Digital Transformation spending will grow

Research conducted by the International Data Corporation IDC before the pandemic predicted the following:

  • By 2023, digital transformation spending will grow to more than 50% of all ICT investment
  • 53% of all investments in information and communication technology will be in digital transformation. That’s an increase of more than 50% from 2019

What are Challenges in the digital transformation process?

Besides struggles around change management, other challenges that often surround digitisation include:

  1. Integrating different data types and systems
  2. Reducing silos to increase efficiency
  3. Automating reporting and internal communication

1. Integrating different data types

According to the 2021 Global CEO Survey from PwC, 32% of CEOs are aiming to increase initiatives that will drive cost efficiencies. 

One of the ways we've observed management gaining big cost savings, especially for companies operating in several markets, is by consolidating vendors. 

By consolidating data providers and implementing shared digital systems, organizations not only make cost savings but are also better placed to align data sets, which allows them to compare regional performance KPIs more easily. 


2. Reducing Silos to increase efficiency

According to Ron Ashkenas, co-author of The Harvard Business Review Leader’s Handbook and The GE Work-Out, cutting across silos is an “unnatural act”. Yet management will tell you this is key for any business model to work. Despite this, 70% of customer experience professionals and executives have identified silo mentality as the biggest obstacle to customer service.

Social Media has undoubtedly become the bridge between many departments. When it comes to this particular channel, there are endless use cases that show how social media data sets and digital systems can be used to break down silos and increase efficiencies. 

Meltwater’s media intelligence and analytics platform, for example, can be used across multiple business functions, stretching far beyond brand management. Competitive intelligence data can be used to inform CSR strategies, advise investor relations, support HR with crafting relevant job ads, mitigate supply chain risk, optimize IT processes, improve customer experience, and more. Leveraging such data, sharing reports and collaborating helps users from different departments all have a seat at the table.

3. Automating Reporting and Internal Communications

Another observation we've seen over the past 12 months is how the Covid-19 pandemic changed requirements for internal digital communication solutions. As mobile working became the “new normal”, companies needed to assure that all of their employees and stakeholders were kept in the loop around any critical developments and company updates.

Marketing and communication departments have turned into real-time communication hubs for their companies and are now being asked to drive better internal communication. As a result, this has accelerated the need for internal digital communication solutions since information needs to be distributed in real-time, as and when it happens.

Different groups within the company require different information and it’s important to tailor and personalize the communication according to the recipient’s own goals and focus areas. For example, information delivered daily to the executive team will be different to what general employees receive.

According to research conducted by McKinsey companies that use social media internally reduce the time employees spend searching for company information by as much as 35%.

Gartner also states that more informed employees outperform their peers by 77%.

Make your digital transformation easy with our all-in-one solution

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Technology is the beating heart of digital transformation. Marketing and communication teams that rely on relevant new technology have significantly more opportunities to further their business and increase value creation.

The speed and range of communications have increased enormously - and with the help of AI-based digitalisation tools, like Meltwater, it is now possible to gather more in-depth knowledge into the nature and needs of target groups that could previously only be assumed, at best.

Meltwater invests heavily in data science and technologies such as natural language processing (NLP), machine learning, predictive analytics and AI.

Over the years Meltwater has gained deep knowledge in analyzing external data, which typically consists of unstructured text, and extracting insights from this. Unstructured data can take the form of online news, social media postings, news or customer reviews, for example - all text formats that play an important role in digital communication. Traditionally, external data was too messy to make sense of, so it was rarely used, but thanks to artificial intelligence and machine learning algorithms, business executives are now implementing this form of big data to enhance decision making.

Today, Meltwater is a well-established 360° solution that helps companies analyze their competitive environment, improve audience targeting capabilities, and meet (and measure) communication KPIs. Through media intelligence, our clients are taking the critical step toward a more digital data-driven insights strategy.


More content than everyone else

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With 20 years of experience in the media intelligence industry, Meltwater provides best-inclass data and access to insights from trillions of documents across media, social media and premium sources, broadcast, podcast, Dow Jones content, print and more. Being able to integrate some or all of these data types to get a holistic overview of customer sentiment, brand reputation and market and competitor metrics, is a key element of the digital transformation process for many businesses.

Read why customers loves us


Jabavu Heshu, Group Executive Corporate Affairs, Multichoice Group

Jabavu Heshu, Group Executive Corporate Affairs, Multichoice Group

"What we’ve realized after crafting the messaging, putting it out there in a targeted fashion and tracking it, is that our content discovery sentiment increased - and that’s also positively influencing views and subscribers.”

Joe McAvoy, Global PR and Social Media Manage, Thule

Joe McAvoy, Global PR and Social Media Manage, Thule

"Now we are really aligned, and we are seeing a huge uptick in organic search because of this...This is where Meltwater has become an indispensable part of what we do on a daily basis - to measure and to sharpen.""

Kimberly Lancaster Founder & President, Caster Communications

Kimberly Lancaster Founder & President, Caster Communications

"The Meltwater app was a pretty big game-changer for our team in terms of availability of information in real time. We live in a world where metrics matter – and they help us win business."

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