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METHODOLOGY FOR EVALUATING DIGITAL MARKETING
TRANSFORMATION OF A BUSINESS BASED ON THE ADKAR
MODEL
Khakimov Ziyodulla Akhmadovich
DSc., Professor of the Department of "Management and Marketing" of the non-
governmental educational organization "ALFRAGANUS UNIVERSITY"
Е-mail: bekziyo84@mail.ru
https://doi.org/10.5281/zenodo.14886784
Abstract.
In this article, modern concepts of digital marketing Marketing
4.0. and Marketing 5.0. studied within. It is recommended to use "Kotter's 8
Stages of Change", "McKinsey 7-S Framework" or Prosci ADKAR transformation
models to identify digital marketing transformation opportunities. Digital
marketing transformation factors corresponding to the "ADKAR" model have
been identified. Marketing research was carried out to assess the transformation
potential of the identified factors. Based on the obtained results, the main
problems of digital marketing transformation in the business practice of
Uzbekistan were identified and scientific proposals and practical
recommendations were given for their solution.
Keywords
: marketing, digital marketing, transformation, "ADKAR" model,
awareness, desire, knowledge, ability, reinforcement
Using effective digital technologies to study changes in consumer behavior,
attract consumers, sell goods and increase their loyalty to a particular brand
remain pressing issues today. The world of digital media is changing at a
phenomenal pace. In such conditions, the development of rapidly flexible
strategic approaches to the transformation processes from traditional marketing
to digital marketing has become the main problem of business. Especially in the
conditions of Uzbekistan, scientific research aimed at the transformation of
enterprises into digital marketing activities and the development of strategic
directions is an important direction.
The theory of new views on marketing is being put forward by the scientist
F. Kotler, who has made a worthy contribution to the development of marketing
sciences in the world, based on concepts such as Marketing 4.0. and Marketing
5.0. Theories that consider traditional marketing as efforts to understand,
identify and effectively satisfy consumer needs are Marketing 4.0. It was
proposed a modern direction based on it, and it was concluded that marketing
should not only identify and satisfy the needs formed by the consumer, but also
create these needs, and this is associated with digital transformation.[1]
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Marketing 5.0. is the latest evolution of its concepts, characterized by a shift
to personalized, data-driven, and technology-enabled ways of working with
customers. This is happening within the framework of “Society 5.0.”, a term that
refers to the integration of advanced technologies into all elements of society,
such as artificial intelligence, the Internet of Things, and big data analytics.[2]
The introduction of these technologies into marketing leads to the development
of new and effective ways of interacting with and engaging with customers.[3]
The use of data and analytics to gain insight into customer behavior and
preferences is one of the key characteristics of Marketing 5.0. Businesses are
developing resonating, personalized, and targeted marketing strategies that
leverage data to identify key customer segments and guide their efforts,
providing a competitive advantage. The use of digital strategic analytics tools is
also being widely used to predict customer behavior and preferences, helping
businesses create more effective marketing campaigns. Leveraging digital
technologies to create enhanced customer experiences is another key
component of Marketing 5.0. This includes the use of augmented and virtual
reality, chatbots, and virtual assistants. These technologies allow organizations
to deliver more realistic and dynamic consumer experiences, which can
potentially increase customer engagement and sales.
In addition to these technological advances, Marketing 5.0 is characterized
by a greater focus on sustainability and data protection.[4] Businesses are
increasingly focusing on sustainable practices and products to enhance their
environmental and customer experiences.[5] This includes adopting eco-
friendly packaging, sourcing materials from sustainable sources, and supporting
environmentally friendly manufacturing practices. Additionally, as data
breaches continue to increase, organizations are prioritizing data privacy and
security to maintain customer trust.[6]
The rise of e-commerce is one of the most significant developments in
today’s retail landscape. With lockdowns and social distancing measures in
place, many consumers have turned to online platforms to purchase goods and
services. As a result, the number of businesses operating online is increasing
significantly.[7] To succeed in this digital environment, businesses need to
provide a seamless online shopping experience with a user-friendly website and
fast delivery and return processes. The current div of literature analyzes many
areas and topics related to Marketing 5.0. However, there are limited articles
dedicated to the application of Marketing 5.0 concepts to increase the
competitiveness of enterprises in developing countries. It also does not provide
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clear theories and methodologies on how to use Marketing 5.0 concepts in
enterprises and how to digitally transform marketing activities. Accordingly,
examining the transformation processes of digital marketing is one of the
important research areas.
The impact of digitalization on the manufacturing and service industries is a
very popular topic today, and new business models are increasingly being
focused on. From the point of view of digitization, the fourth industrial
revolution, called Industry 4.0, and its impact on all types of processes is a
promising topic in academia, and Industry 4.0 has a significant and formative
impact on marketing. In particular, Caliskan A. et al. conducted research aimed
at developing the concept of 7P based on the modern prospects of Industry
4.0.[8]
Marketers should learn digital marketing tools and technologies as quickly
as possible, adapting them for a particular company. Rapid transformation, in
turn, becomes a tool that provides brands to customers exactly when they need
them.[9]
In recent years, Uzbek scientists have also been conducting a lot of research
on the digital transformation of marketing. In particular, great importance is
attached to the widespread use of digital marketing technologies in network and
industry marketing and improving the scientific and methodological foundations
for developing digital marketing strategies.
Kasimova M. conducted research on the study and further development of
innovative modern methods of bank marketing in the context of digital
transformation in Uzbekistan, as well as on improving the popularity of banking
services[10].
The ways of using digital marketing strategies in the development of the
viticulture sector were reflected in the research of Usmonova D.[11].
Fayzullayev Sh. conducted research on the issues of developing the activities of
enterprises in the context of digital marketing and developed methodological
recommendations for their application in agro-industrial enterprises[12].
Proposals for the use of digital marketing in tourism and accommodation
establishments and acceleration of digital transformation processes were
studied by Salimova, S.[13].
Digital marketing services as information products and services, in
particular, based on an intellectual information system and “big data”, were
studied by Bobojonov B.[14].
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In the research conducted by Uzbek scientists, the issues of increasing
business efficiency and competitiveness through the use of digital marketing
strategies are widely discussed. However, the research conducted is specific to
certain industries and sectors, and does not fully reflect the methodological
foundations of the transformation of business to digital marketing.
Transformation is understood as a significant or partial change in a process,
often undergoing a fundamental change in its nature, structure or appearance.
This occurs as a result of the general development and improvement of the
economy. Digital transformation, on the other hand, means the integration of
digital technologies into all areas of business, a fundamental change in how it
operates and delivers value to customers. Digital transformation involves the
use of digital tools and strategies to increase efficiency, improve customer
experience and innovate products or services. Transformation refers to
profound and often irreversible changes that affect the fundamental nature or
essence of something, whether it is an organization, an individual, a society or a
concept.
In business, there are several models and tools for guiding organizations
through the change process. One of the most commonly used models is the
"Lewin Model of Change Management", which consists of three main phases:
unfreezing, changing, and refreezing. They are summarized as follows:
Unfreezing: This phase involves creating awareness of the need for change,
understanding existing resistance to change, and preparing the organization for
change. Key activities in this phase include identifying the reasons for change,
engaging stakeholders in the change process, and developing a sense of
readiness.
Changing: Once the organization is ready, the focus shifts to implementing
the actual change. This phase involves developing specific initiatives and
strategies to achieve the desired transformation goals. This may involve
reengineering processes, redesigning systems, introducing new technologies, or
implementing new policies and procedures. In this phase, organizations prepare
their employees for the transformation process, redefine their responsibilities,
and provide the conditions for them to acquire the necessary skills to adapt to
new ways of working.
Refreeze: In this final phase, the changes are institutionalized,
fundamentally changing the culture and operations of the organization. The new
behaviors, processes, and norms established during the change process are
reinforced. This includes updating performance indicators, providing ongoing
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training and support, and rewarding employees who have embraced the
changes. The goal is to solidify the changes and ensure that they become part of
the organization’s DNA, setting the stage for continued success and growth.
Other transformation models, such as Kotter’s 8-step change model,
McKinsey’s 7-S Framework, or Prosci’s ADKAR model, also offer unique
approaches to managing transformation in business practice. Regardless of the
specific model used, successful business transformation requires strong
leadership, effective communication, stakeholder engagement, and a systematic
approach to change management. Adapting the chosen model to the specific
needs and circumstances of the organization and being agile and flexible as the
change journey continues is of paramount importance.
Within the framework of this study, the main methodological approach is to
review the digital marketing transformation in Uzbekistan based on the ADKAR
model and make suggestions for adaptive business practices.
Based on the review of the scientific literature and the results of the
conducted marketing research, it is necessary to develop a strategic approach
that encompasses various elements, including technology, processes, people,
and culture, to accelerate the digital marketing transformation of a business. The
following recommendations are made to accelerate digital marketing
transformation:
Develop a strategy: It is necessary to set clear missions and goals for digital
marketing transformation. These goals should be proportional and consistent
with overall business strategies, and have a positive impact on the key
performance indicators of enterprises. To do this, it is necessary to constantly
monitor strategic assets based on KPIs.
Direct more investments and financial resources to digital technologies: It is
necessary to assess your current technological infrastructure and increase
investment in the necessary tools and platforms to support your digital
marketing initiatives. The following are recommended as necessary
technologies: customer relationship management (CRM) systems, marketing
automation programs, analytics tools and content management systems (CMS).
Focus on data and analytics: It is necessary to effectively use data analytics
tools to obtain information about customer behavior, preferences and trends.
This data should be used to implement digital marketing strategies, personalize
customers, optimize content and measure the effectiveness of actions.
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Using Content Marketing: Content marketing is the foundation of digital
marketing success. It provides value to the target audience and helps build
brand awareness, credibility, and trust.
Using and optimizing mobile marketing: With the increasing use of mobile
devices, it has become easier for users to reach them. It is recommended to use
tools that are mobile-friendly and allow customers to use your website, emails,
and other digital assets seamlessly across all devices.
Invest more in knowledge and innovation: Digital marketing requires
specialized skills and expertise. To effectively implement your digital marketing
strategy, employees need knowledge and skills. Accordingly, by investing in
these programs, you can increase the scope of digital marketing.
Encourage departments and collaboration: There is an opportunity to
improve the overall digital marketing environment by fostering collaboration
between marketing, sales, customer service, and other departments. It is
necessary to encourage cross-functional teams to work together towards
common goals, share insights and best practices, and establish systematic
cooperation between all business representatives in this regard. Based on this
approach, it is possible to expand the customer base in the digital environment.
Experience and skills: Digital marketing is constantly evolving, so it is very
important to be agile and flexible. Encouraging a culture of research and
innovation is a key direction in this regard.
Customer-centricity: The customer should be the focus of digital marketing
efforts. By constantly listening to customer feedback, constantly and promptly
communicating with the audience on social media, and using personalized
marketing communications to meet their needs and preferences, you can
enhance their experience.
By following these recommendations, businesses can accelerate their digital
marketing transformation and achieve success in the digital market.
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