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Huge - Aaron Shapiro - iStrategy Chicago 2012

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Digital Transformation: The Opportunity for Marketers

Digital Transformation: The Opportunity for Marketers

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  • 1. October 9, 2012iStrategyhugeinc.cominfo@hugeinc.com45 Main St. #220 Brooklyn, NY 11201+1 718 625 4843
  • 2. Why do certain things happen when…and what does this mean for the future?
  • 3. The Instant EraInstant internet, for everyone, anywhere
  • 4. 1 gbps @ $70/month
  • 5. PCBroadbandGrowth
  • 6. The mobile inflection point PC Broadband Growth
  • 7. The Instant EraDo anything, on demand
  • 8. lockitron
  • 9. Siri
  • 10. Search for web pages Search forthat contain the actual Forget the information search, justinformation I’m looking do it for me I’m looking for for
  • 11. The Instant EraGet anything, on demand
  • 12. Same Day Delivery
  • 13. The Instant EraDigital-first consumer
  • 14. Post-DigitalsDigital is the preferred way of doing everything.
  • 15. The post-digital user. •  Always  “online”   •  Connected  socially   •  Knows  how  to  find  what  she   wants     Natasha   Connected  Shopper   $   SALE  Transparency   Inspira3on   Value   Discovery   Informa3on   Communica3on  
  • 16. In a few years, she’ll bethe primary decision-maker for all householdand business purchases.
  • 17. She’s having her first childbefore the next Presidential election.
  • 18. Online & Digital-Influenced Sales as a Percent of Overall Sales
  • 19. They buy more online than any othergeneration, and more of their purchases are through Amazon.
  • 20. The Instant EraExtreme commoditization
  • 21. Location is no longer a barrier to sales.
  • 22. Pricing is transparent.
  • 23. Brands aren’t neededto communicate quality.
  • 24. Competing in a world ofextreme commoditization
  • 25. Two ways to win: a choice Verticalize Compete your at scale brand Open ClosedEmbrace commoditization Be your own industry
  • 26. Open.
  • 27. “I will win because I am cheaper and easier to do business with than anyone else.”
  • 28. Vizio
  • 29. Samsung
  • 30. Key AttributesThe scale to consistently be the best value.
  • 31. Key Attributes Easy to do business withthanks to frictionless transactions.
  • 32. Closed.
  • 33. “I will win because I am unique. Consumers will want to beassociated with my unique brand.”
  • 34. The vertical business Product Design Manufacturing One brand Brand experience spanning all Retail touchpointsPost-Purchase Experience    
  • 35. Key AttributesChannel control: you can only buy from me.
  • 36. Key AttributesCombine digital and analog to create a unique service.
  • 37. Key AttributesData component of service creates lock-in.
  • 38. Key AttributesSingle cross-channel experience that makes people emotionally connect with the brand.
  • 39. Transformation.
  • 40. Companies must transform to succeed in an instant era Open Closed Winning Winning by verticalizing through scale your business.
  • 41. 3 transformation imperatives:1. Users first2. Software layer3. User-first company
  • 42. A relentless focus on meeting user needs. 1.Grow your user base and customers follow. 2. Think of customers as users.
  • 43. 3 transformation imperatives:1. Users first2. Software layer3. User-first company
  • 44. Every interaction that anyone wants to do with your companyshould be possible through digital. No humans required.
  • 45. Website APIsMobile Apps Social etc.
  • 46. Two businesses to run.
  • 47. 3 transformation imperatives:1. Users first2. Software layer3. User-first company
  • 48. hugeinc.cominfo@hugeinc.com45 Main St. #220 Brooklyn, NY 11222+1 718 625 4843

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