Digital Transformation in Marketing and the Crucial Role of DevOps


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In marketing, digital transformation means
leveraging your digital channels to gain deeper insights for the purpose of
improving the customer journey. DevOps plays an essential role in digital
transformation, from integrating data into marketing tools to uncovering new
revenue streams. This article explains how marketing and DevOps teams can work
together to effectively improve business goals.

What is Digital

The term digital transformation refers to the strategic adoption of digital technologies. Digital transformation represents a set of tools and processes that improve productivity, deliver better customer experience, manage business risk, and reduce costs. An effective transformation strategy is one that is customized for each organization.

The adoption of new technologies enables organizations to stay competitive in a constantly changing marketplace. Experts believe that spending on digital transformation technologies and services will reach almost two trillion dollars by 2022. Organizations that ignore the widespread reach of digital transformation are at risk of falling behind.

The Impact of
Digital Transformation on Marketing

Digital transformation has a huge impact on interactivity, personalization, and automation, all of which are critical components in today’s marketing landscape.


The interactive nature of digital media
enables you to have control over the content you consume, how you consume it,
and how you share it. For example, some websites enable you to choose the
information you want to view and the order of consumption. Social media enables
you to interact with company accounts, ask questions, and get responses back in
return. You can even give feedback in the form of thumbs-up buttons or leave
regular comments.

Interactive media, like live ads and video
streams, enables consumers to take an active part in product discussions on
social media. Consumers can make comments, give suggestions, and even receive
feedback during that live stream. This level of interaction and engagement
changes the way marketers target their audience.


Personalized content is one of the most effective ways to change the way marketers work. Marketers can track the actions and behavior of consumers at an individual level and then create personalized content based on that data.

For example, you can track the purchases of a
consumer and then suggest similar products. You can even analyze data from
social media to track the interests of individuals. The analyzed data can be
used to make product recommendations and send personalized emails based on that


Automation means that consumers automatically
receive emails or personalized responses when the automation software
recognizes certain actions or behaviors. An example of this type of automation
is chatbots. Chatbots take on the role of human customer support for simple
tasks, improving marketing productivity and response.

The Four Core
Technologies of the Martech Stack

Martech is the baseline technology of digital
transformation. The Martech stack is used across all industries and business

Foundational Martech includes:

  • Digital Asset Management (DAM): DAM systems enable companies to organize, find, and share digital files like images, videos, PDFs, and Microsoft documents. Companies can share these files internally or with external parties.
  • Content Management System (CMS): enables companies to publish content on the web for different purposes.
  • Customer Relationship Management (CRM): enables companies to interact with their existing and potential customers.
  • Marketing Automation: enables companies to automatically distribute content and information to customers.

3 Ways DevOps
and Marketing Can Work Better Together

DevOps and marketing have to work together,
even if they have different priorities. Both teams share a common goal — building
a better customer experience.

1. Work
as a Unified Team

Software development and marketing teams often
need to work together. For example, marketers need to promote new software
releases via social media, emails, press releases, events, and the company
website. Marketing is also responsible for gathering external feedback and
insights from customers, partners, and prospects.

DevOps teams are responsible for connecting
all that gathered data to Martech systems. For example, sales and marketing
need to see user activity in their marketing automation systems and CRM. This
connection enables marketers to create more relevant content based on user

Customer support managers also work with CRM
systems to see open support tickets and customer usage. The integration of user
data in CRM enables them to notice changes in user activity and address
possible issues.

DevOps Need to Trust Marketing

Marketing is responsible for promoting
products and services to non-technical decision-makers and users. The marketing
messaging may sound wrong to software developers and DevOps people. However,
this kind of messaging can be exactly what the non-technical people need to
hear to make a decision.

In addition, marketing teams are constantly performing tests. These tests are different from DevOps tests. Marketing tests try different versions of messaging and imagery to see what works the best. DevOps team members often claim that these tests are a waste of time because they are left out of the loop. DevOps need to trust marketer’s ideas even if they can’t immediately see the benefit.

For example, if marketing wants to promote the
mobile version of a software while it’s not ready yet, DevOps need to inform
marketing about the completed features they can promote instead of just
ignoring the idea.

Marketing Needs to Trust DevOps

Marketers need to communicate with DevOps to
better understand the details of the software they are promoting. Communication
can help marketers to customize messaging for specific audiences. Marketing
needs to also understand what the software does not do. After all, you do not
want to get into a situation where you promise a certain feature that does not

This useful information from DevOps can help
marketers improve their content plan, including white papers, paid advertising,
sales cadences, and more. Marketing can highlight the right features and use
cases for different industries using the information from DevOps. Both DevOps
and marketing teams are responsible for clear communication that can drive
business goals more effectively.


Digital transformation affects a huge spectrum
of marketing, business, and DevOps activities. The key is to understand what is
involved in the transformation, work as a unified team, and ensure your company
has the technology, processes, and talent to progress and thrive.

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