Prihodnost je digitalna. Tržniki, prodajalci, razvijalci in managerji se morajo preobraziti za svet digitalne dobe.
Prvi korak na poti digitalne preobrazbe pa je naravnanost, kjer razumejo digitalno zgolj kot priložnost, s katero lahko bolj učinkovito in prilagojeno gradijo odnose z uporabniki.
Digitalni svet je poln novosti in »hypa«, zato je nujno najprej razumeti temeljne principe digitalnega sveta kot so npr. interakcija, personalizacija, analitika in avotmatizacija (nasproti masovni neprilagojini push komunikaciji), preko katerih lahko podjetjem zagotovimo novo in trajno vrednost ter vzpostavimo vizijo digitalnega podjetja.
3. Source: Consumer Barometer with Google!
Base: People who purchased the product/service and are part of the online population
Old Customer Journey
First !
Moment of Truth!
shelf
Second !
Moment of Truth!
experience
Stimulus
ads
4. Second !
Moment of Truth!
experience
Source: Consumer Barometer with Google!
New Mobile Subscription
Customer Journey
77%
Stimulus ZMOT
Research Online
before purchasing
First !
Moment of Truth!
shelf
Base: People who purchased the product/service and are part of the online population
such as advertising
starts journey
5. Source: Consumer Barometer with Google!
New Mobile Subscription
Customer Journey
77%
Research Online
before purchasing
Base: People who purchased the product/service and are part of the online population
ZMOT
Stimulus
such as advertising
starts journey
15. Transactions online can be:
20x 30x
cheaper
than postal
50x
cheaper
cheaper than face-to-face
than phone
https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy
16. With Shift to Digital Services!
UK GOV can save 2 bilions € per year
https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy
19. Networ
k data
In our world customer is represented by data
CRM
Billing
Product
Catalog
Social
Media
Click-stream
Chat
NPS
CDR
20. Network
data
more user data = more user knowledge
CRM
Product
Catalog
Social
Media
Click-stream
Chat
NPS
CDR
Billing
21. Big Data To Predict What People Buy
30% of Amazon's revenue is produced by its
recommendation engine.
https://econsultancy.com/blog/64364-how-predictive-analytics-for-b2b-sales-and-marketing-can-offer-huge-
returns#i.17m989ir9hdqb1
24. ideas
support promotion
Crowdsourcing
empowering social media users
for work of regular employees
25. GifGaf
!!!
The mobile network run by you!
!
100% online operated business
with no retail distribution & call
centres. Customers get support
from community. That keeps
giffgaff’s costs low and lets
them pass savings back to
members. !
!
This approach has led giffgaff to
earn 70% Net Promoter score
and 91% cust. satisfaction rate
!
Source: Giffgaff case studyusing community to
build an entirely new kind of company
26. Social CRM
build relationships with social media users
to turn them into brand advocates
27. Use social media to utilize personal influence
a most powerful type of communication with more influence on public
opinion than mass media
40. Don‘t think of digital as But rather as
BTL ZMOT
PUSHED PULL
BROADCASTED INTERACTIVITY
ONE-TO-MANY ONE-TO-ONE
MANY-TO-MANY
TIME-SPACE
LIMITED
NO TIME-SPACE
BOUNDARIES
PAID MEDIA EARNED & OWNED ECOSYSTEM
41. Don‘t think of digital as But rather as
BTL ZMOT
PUSHED PULL
BROADCASTED INTERACTIVITY
ONE-TO-MANY
ONE-TO-ONE
MANY-TO-MANY
TIME-SPACE
LIMITED
NO TIME-SPACE
BOUNDARIES
PAID MEDIA
EARNED & OWNED
ECOSYSTEM