Basically, it sounds like companies can succeed on multiple levels when they seriously explore how they’re marketing and make adjustments to connect with customers who are at different engagement levels. But it’s not simply a matter of diving into a new marketing channel. The decisions will involve some kind of culture change (e.g. revised individual roles and team tasks).

The Altimeter Group defines digital transformation this way:”To focus our initial research, we defined digital transformation as a movement under a customer-centric lens:  The realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle.”
Too often, businesses seem stuck in the same practices and marketing channels, ignoring opportunities like e-mail marketing and SEO.