wearedbp.com (Extented): Digital Transformation - What's Next?

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Implications for Brands, Agencies and Consumers

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wearedbp.com (Extented): Digital Transformation - What's Next?

  1. 1. Implications for Brands, Agencies and Consumerswww.wearedbp.comDigital Transformation: Whats Next?Ivan Fernandes,Founder of Digital Business Partners -wearedbpCutting Edge Marketing and PR Conference 2013
  2. 2. “There is nothing permanent exceptchange”Heraclitus, 544 BC - 483 BC
  3. 3. CONSUMER BRANDCONSUMERS EXPECT TOFIND BRANDS IN THEDIGITAL SPACELeverage. Transform. Deliver.
  4. 4. DIGITAL BRANDSUCCESSFUL BRANDS OFTHE FUTURE ARE DIGITALAND CUSTOMER FOCUSEDLeverage. Transform. Deliver.
  5. 5. DELIVER THE FUTUREDIGITAL BRANDS’ DEFINEAND DELIVER FUTUREBRAND EXPERIENCESLeverage. Transform. Deliver.
  6. 6. BEYOND MARKETINGFUTURE BRANDS’ HAVE APROFOUND UNDERSTANDING OFDIGITAL IMPACT TO HELPRESHAPE THEIR FUTURELeverage. Transform. Deliver.
  7. 7. UNDERSTAND VALUEUNDERSTAND AND RESPONDEFFECTIVELY TO THE DEMANDSOF DIGITAL INNOVATIONS ANDDIFFERENT TYPE OF CUSTOMERSLeverage. Transform. Deliver.
  8. 8. DEVELOP VALUEUSE DIGITAL TO CREATE VALUETHROUGHOUT THE VALUE CHAINLeverage. Transform. Deliver.
  9. 9. ONE GOALCONSTANT EFFORT TOINCREASE DIGITAL VALUELeverage. Transform. Deliver.
  10. 10. TECHNOLOGY DATA CONSUMERBRANDSAGENCIES
  11. 11. “Necessity... the mother of invention”Plato, 427 BC - 347 BC
  12. 12. LEVERAGE DIGITAL TECHNOLOGY FOROPTIMAL BUSINESS ENGAGEMENT
  13. 13. THINK BIG, THINK AHEAD, THINK DIGITAL
  14. 14. EMBRACE TECHNOLOGY FOR COMPETITIVEADVANTAGE AND DEFINE THE FUTURE ONYOUR OWN TERMS
  15. 15. FUTURE BRANDS ARE ABOUT WHAT THEYDO, NOT WHAT THEY SAY
  16. 16. CHALLENGE THE STATUS QUO, BE AN INSPIRINGBRAND
  17. 17. TOWARDS TRANSPARENCY AND BETTER BRANDDECISIONS
  18. 18. “All men by nature desire knowledge”Aristotle, 384 BC - 322 BC
  19. 19. Marketing on demand• Consumers are accessing multipleinformation sources in their digitalresearch• Moving from always “on” to alwaysrelevant• Communicate with customers in anumber of ways• Spend your budget where and whenit matters• Best way to get closer to customers isto understand their behaviour• Let your customers tell your story• Personalize the consumer experience
  20. 20. The most powerful part ofmarketing today is data• Data integration is what enables thebusiness perspective• Create a complete picture of thecustomer• Create a true multichannel operation• Greater ability to act• Make smarter, more informeddecisions about where to allocateyour budget
  21. 21. Access to the vastamount of digital data• The more data-rich your businessbecomes• The more important it is to ask theright questions• Good questions should identify thespecific decisions• More accurate views of opportunitiesand risks
  22. 22. Build a 360-degree view• Put the customer at the centre ofbusiness decisions• Understand the lifetime value of acustomer• The combination of big data andanalytics offers new opportunities• Find out what matters for yourcustomers
  23. 23. Customer value is notconstant• Understand consumer needs andattitudes• Identify consumer segments• Quantify how much your customersare worth to your business• Identify the most valuableprospective customers• Identify customers who matter themost and reward them• Encourage customers to buy more,and more often
  24. 24. Improve ability to target thehighest-value opportunities• Scope richness of your customer data• Develop marketing programs thatcost less and return more• Understand who are the influencers• Develop tailored offers based onexpected customer value• Apply advanced analytics toconsumer data• Map the decision journeys of yourtarget segments
  25. 25. Harness customer data• Organizational commitment• Analyse the right data• Develop the right analyticalcapabilities• Cultivate the right methods so yourbusiness can act and make decisionsdifferently
  26. 26. “Be as you wish to be seem”Socrates, 469 BC - 399 BC
  27. 27. THE FUTURE IS NOW
  28. 28. RAISE THE BAR
  29. 29. CULTURE OF INNOVATION
  30. 30. EMBRACE THE DIGITAL AGE
  31. 31. BEYOND MARKETING
  32. 32. DELIVER CONVENIENCE
  33. 33. DELIVER ENGAGEMENT
  34. 34. DELIVER SUPERIOR EXPERIENCE
  35. 35. FinalThoughts
  36. 36. TECHNOLOGY DATA CONSUMERBRANDSAGENCIES
  37. 37. LeverageTechnology
  38. 38. TransformyourThinking
  39. 39. Deliver“Real”Experiences
  40. 40. ThankYou!www.wearedbp.comIvan Fernandes,Founder of Digital Business Partners - wearedbp@wearedbpivanf@wearedbp.comuk.linkedin.com/in/ivanfernandeswearedbp/

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