Uploaded byRiku Vassinen
No Digital Strategy
The document discusses the lack of a proper digital strategy at many companies. It notes that 71% of CMOs feel unprepared for key changes in marketing like the data explosion, growth of channels and devices, and shifting demographics. The document advocates developing a customer-centric digital strategy focused on 8 questions: why, who, where, why engage customers, who will lead digital efforts, when to implement, how to train and test, and what future KPIs to track. It stresses that referral marketing will become most important and that companies must understand how digital will shape their future and how they can shape the future through digital.
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No Digital Strategy
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- 2. Do you reallyhave a digital strategy?
- 3. Or do youhave?...
- 4. 1. No DigitalStrategy
- 5. 2. No DigitalStrategy
- 6. 3. No DigitalStrategy
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- 10. 71 % Dataexplosion 68 % Social media 65 % Growth of channel & device choices 63 % Shifting consumer demographics IBM Global CMO Study: “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study.”
- 11. % CMO´s whoare unprepared to key changes in marketing. IBM Global CMO Study: “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study.”
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- 16. By the endof this year over 50% of workforce will be unsatisfied with their company IT equipment. Gartner 2008
- 17. The wrong peoplein the wrong positions.
- 18. In too manyorganizations.
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- 22. Random quotes fromthe water- cooler.
- 23. “People do notbuy our products from digital”
- 24. “People do notbuy our products from digital” Yet.
- 25. “KPI? Is thata drug?”
- 26. “I want aFacebook page because the competitor has one”
- 27. “That is asecurity threat”
- 28. Business is increasinglydriven more with data.
- 29. We can´t handlethe data.
- 30. How you turnthat data into information & knowledge?
- 31. How you turnthat data into information & knowledge? And to action.
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- 33. “Strategies are likea**holes. Everyone has one.”
- 34. Digital marketing strategy. Digital e-commerce strategy. Digital customer strategy Digital contacting strategy. Social media strategy. Social media marketing strategy. “I want to make myself important and order yet another” strategy
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- 36. Strategy should answerone fundamental question.
- 37. Where is thiscompany going?
- 38. Digital is theway to learn more about the customer & consumer.
- 39. Digital is wayto serve them better.
- 40. Digital is wayto serve them better. Sell more.
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- 42. VISION CONCENTRATE ON THE ESSENTIALS CONSUMER INSIGHTS CRM ANALYTICS CONVERSATION SOCIAL MEDIA CUSTOMER SERVICE CONSUMER LISTENING
- 43. “The demand forsomething fundamentally new is completely unpredictable” http://www.fastcodesign.com/1663220/user-led-innovation-cant-create-breakthroughs-just-ask-apple-and-ikea
- 44. You need toknow where customer wants to go next.
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- 46. Eight questions forthe digital strategy.
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- 49. Including Vision & Bottom-line.
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- 53. 3. Where? Own, bought& created media.
- 54. Bought Own Earned Blogs Google Google CRM Forums SEM SEO YouTube Result-based Twitter advertising -channel Website App Newsletter Other video Mobile Facebook services marketing Own channels WOM PR Display DB+ CRM Pilots Bought Created (+video) channels DB
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- 56. 4. Why anyoneshould care, participate or share?
- 57. 4. Why again? Socialobjects.
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- 60. 5. Who? Digital Teamacross the departments.
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- 62. 6. When? Marketing, content& action plan.
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- 64. 7. How? Training &testing.
- 65. Pilot A evaluation Twitter- pilot Pilot B definition Google+ -pilot Pilot C definition Starting Target Pilots Evaluation New social Next pilots point setting media ecosystem
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- 67. 8. What´s next? KPIs.
- 68. TRAFFIC INTERACTION LEADS SALES REFERRAL REACTION ANALYSIS COMPANY RELEVANT DISCUSSION GENERAL DISCUSSION
- 69. Referral will becomethe most important KPI for the Future companies.
- 70. “Millennials trust UGCmore than their family & friends when making purchase decisions.” Bazaarvoice: Talking To Strangers-Millenials Trust People over brands
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- 72. How will digitalshape our business in the future?
- 73. How our businesscan shape the future with digital?
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- 75. Digital DNA InPeople
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- 79. The End. Riku Vassinen http://rikuvassinen.com