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eBusiness Strategy
 

eBusiness Strategy

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Businesses are competing in a rapidly evolving digital era by tapping the triple play of social media, mobility and cloud computing

Businesses are competing in a rapidly evolving digital era by tapping the triple play of social media, mobility and cloud computing

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eBusiness Strategy eBusiness Strategy Presentation Transcript

  • eBusiness Strategy
    Connected Customers
    Enabled Employees
    Integrated Partners
    Andy Roy
    June 2011
  • How do we innovate to win in the market?
    How can digital grow our business?
    Technology
    Marketing
    CMO
    CIO
  • How do we survive and succeed?
    Technology
    Marketing
    CEO
    CMO
    CIO
    Art of the Desirable
    Science of the Scalable
  • The Evolution of Marketing
    Past
    Interruptions
    Messages
    Demographic
    Personas
    Publicity
    Present
    Involvement
    Experiences
    Behavioral
    Personalized
    Peer Influence
  • The Evolution of Marketing
    Reaching an Audience
    Creating Experiences
    Involve
    Interrupt
    Consideration
    Conversion
    Awareness
    Advocacy
    Loyalty
    u
    u
    u
    Sales
    Owned
    Content
    Shared
    Content
    Paid
    Impressions
    Earned
    Influence
  • A Shift in Marketing Spend
    Broadcast 
    Promotions 
    Campaigns 
    Social Media 
    Mobile Devices 
    Platforms & Experiences 
    Databases & Analytics 
  • eBusiness Transformation
    The foundations of business are being re-wired and re-designed.
    Socially derived user experiences
    Cloud based application services
    Mobile, localized access
    Customer service re-defined
  • Traditional Customer Relationship
    Research & Development
    Operations
    Marketing & Sales
    Corporate Comm
    Human Resources
    Customers
    eBusiness: a 360 Customer Relationship
    Research & Development
    Operations
    Marketing & Sales
    Corporate Comm
    Human Resources
    Customers
  • Platforms = Scale
    The foundations of eBusiness
  • Intelligent Marketing Platform
    Experiential: Engaging & Relevant
    Multi-Channel: Be Where the Action Is
    Data Driven: Insights & Analytics
  • Intelligent Marketing Platform
    Evolving a scalable platform across multiple campaigns changes the game:
    New  No Surprises
    Complicated  Fast and Easy
    Unaffordable  Feasible
  • Intelligent Marketing Platform
    Making new media efficient for marketers
    Addressable: targeted, personalized, relevant
    Measurable: analytics, monitoring
    Compliant: privacy, child safety, transparency
  • Web Content Management
    Content is still king. It must be delivered across many channels.
    Use your social voice to reach customers
    Create “insanely great” ways to enjoy content
    Leverage analytics to target and optimize
  • Cloud Applications & DataSmarter Everything
    Lower cost, faster implementation, easier access: what’s not to like?
    Programmable Web: help customers use what they buy from you
    Semantic Web: understand preferences to help guide choices
    Mobile Search: product info where you need it
  • Mobility: Living the Web
    An opportunity to deliver services that turn usage into great experiences
    e.g. smartphone app for airline check-in turns my ticket purchase into the experience of a faster, smoother airport visit
  • eBusiness Transformation 2 Views of Profitability & Value Creation
    Experiences
    Services
    Finished Goods
    Commodities
    Loyalty Beyond Reason
    Enjoyable
    Likable
    Reliable
    Pine and GilmoreThe Experience Economy (1999)
    Kevin Roberts
    Lovemarks (2004)
  • eBusiness Strategy
    Andy Roy
    andy@improvize.com