Digital transformation is a journey that companies across sectors undertake. It involves more than simply adopting social networks or the rising role of artificial intelligence; it represents a fundamental reshaping of a company’s overall operations.
In discussions on these topics, Alberto Sáez Vila, Digital Communications Manager at Repsol and Professor of Digital Business Administration at ESIC, shared insights during trainings announced for Alcoy at Aitex’s new facilities.
The conversation then moved to questions about artificial intelligence, brand image, and digital presence, along with the five crucial considerations every company should master to excel in digital marketing.
Artificial intelligence in the current context
Artificial intelligence stands out as one of the most influential technologies of recent years. It is a rapidly growing tool used across many sectors. Yet, because it is new to much of society, it carries misconceptions and myths that need addressing.
From this perspective, Sáez Vila notes that introducing this technology into classrooms and companies is a major challenge, since much remains to be explained about its usefulness. A digital communications professional argues that the fear of job losses is common, but the real challenge lies in teaching how to use these tools while recognizing their value and potential applications.
A company’s image in the digital age
Another engaging topic in the dialogue between knowledge and information experts at ESIC was the importance of a brand’s image. It is a critical element of any brand, built through a careful process that can deteriorate quickly if neglected.
In this context, digital communication becomes essential. Sáez Vila explains that often we are unaware of the digital footprint we leave, yet it is that footprint that others may encounter about our brand, even if we wish otherwise.
“Most of the time, we are not aware of the digital footprint we leave.”
Delving into this topic, ESIC’s Master of Digital Business Administration program emphasizes that a brand’s digital positioning should align 100% with its core values and mission, and be consistent with how the brand presents itself in the physical world.
5+1 keys that make a brand stand out from others
Sáez Vila, also a professor at ESIC, has shared a series of masterclasses and marketing presentations on business strategy and digital communication. Among these, five keys to differentiating a brand stand out, and those are the focus here.
Technology, while important, is a means to an end. The ultimate goal for most companies is to connect with people.
“Technology should not be added for its own sake; first define the value proposition, focus on the product or service, and then craft the digital environment that supports its development,” Sáez Vila explains.
As noted earlier, the aim of every company is to connect with people. Traditional advertising has diminished in impact because it is often intrusive and not personalized, leading to quick rejection.
The ESIC professor highlights the power of stories and emotions, noting that good content can drive sales more effectively than ads. A well-structured content strategy is essential to harness storytelling with the right technologies.
“A good content strategy is essential.”
This point is crucial for digital marketing and, above all, for conversion rate optimization. Measuring user behavior on a website enables testing to determine what works best, a practice that many industry leaders have perfected to achieve desired results.
The fourth focus is the power of social environments. Social networks are a vital channel for connecting with people, but they require careful handling to avoid turning conversations into mere brand talk without addressing readers’ needs.
“Networks are not a space to broadcast product claims; they are about what I can offer you and how I can solve your problems,” Sáez Vila explains. This is not a one-way monologue but a multi-channel conversation across platforms.
“Networks are a space to discuss how I can help you.”
With this in mind, the ideal approach is a multi-channel conversation that consistently reflects the brand across all touchpoints. Every person is unique, so experiences should be tailored while maintaining omnichannel coherence.
Brand ambassadors
Beyond the five keys, Sáez Vila adds a sixth: employees as brand ambassadors. When teams feel proud to represent their company and share that pride, brands gain a competitive edge.
Three ESIC master’s degrees to strengthen a brand
ESIC School of Business and Marketing trains people to excel in a competitive job market. It anticipates emerging needs by collaborating with the business world. Here are three ESIC experts.
The Master of Digital Business offers a comprehensive program covering all aspects of digital enterprise. Its aim is to prepare leaders who can drive digital transformation, manage teams and projects, and steer digital entrepreneurship initiatives.
The Master in Sustainable Fashion Business Management, offered in Alcoy, focuses on educating leaders in fashion and clothing business management, reflecting the region’s concentration of companies in this sector. The program provides a complete and up-to-date view of these enterprises to prepare students for success in this evolving field.
This training will be conducted with an emphasis on practical knowledge and real-world application.
The Master in Marketing and Commercial Management equips students to lead marketing, business development, and management efforts in an era shaped by technology and data. It helps professionals adapt strategies to meet the demands of a new digital ecosystem, enabling them to assume leadership roles with confidence.