Intelligent SME.tech Issue 15 - Page 23

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// EDITOR ’ S QUESTION ?

GONCALO MATEUS , REGIONAL VICE PRESIDENT , SITECORE

D igital Transformation , a key area of focus for Sitecore , is heavily emphasised upon to help SMEs in adopting better marketing technologies that will enhance the overall customer experience and engagement . Through Sitecore , SMEs can not only digitally transform but also personalise at scale , deliver campaign orchestration , enable data integration and support content marketing .

The main challenges faced by an SME revolve around the lack of an experienced digital marketing workforce . This skills gap results in minimal knowledge around digital marketing tools , solutions and their integration . Privacy and security is also a concern when it comes to personalisation , where SMEs need to utilise cookie-less environments .
In the case of SMEs , a lack of resources should not limit personalisation . Simple steps can include removing communication barriers and starting small . It is also advised to have a strategic marketing plan in place . Sitecore suggests that SMEs start small , using SaaS based composable solutions , all depending on the scale of the business .
However , solutions need to be addressed quickly , as business goals may have been affected by the pandemic situation , a key driver for the growth of online businesses .
In this region , Sitecore has aligned with the nationwide Digital Transformation programmes such as the UAE Centennial Vision 2071 and UAE Principles of 50 . Sitecore continues to believe that to accelerate Digital Transformation , the focus should be on the customer and creating human connections . �

THE FOCUS SHOULD BE ON THE CUSTOMER AND CREATING HUMAN CONNECTIONS .

THE MAIN
CHALLENGES FACED BY AN SME REVOLVE AROUND THE LACK OF AN EXPERIENCED DIGITAL MARKETING WORKFORCE .
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