Digital transformation - taking a macro view
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Digital transformation must be viewed holistically at the macro level, not just as individual micro-level initiatives like email and CRM. Digital platforms across the business must work together for optimal growth. Management of digital cannot be left just to marketing or IT, and requires a strategic planning approach considering all business needs. Embracing digital fully positions a business to deliver superior customer service and engagement in today's environment.
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Digital transformation - taking a macro view
- 1. Digital Transformation Taking a Macro view Alisdair Blackman Digital Rehab
- 2. Digital is: • communication & interaction • transact • validate, test and endorse/refer • research, enquire & learning • manifestation of our Identity, brand, personality Digital is so pervasive that business must pursue, participate or perish Importance of Digital
- 3. Business rarely tackles digital holistically (macro level) Rather, digital is often seen at a micro level (email, CRM etc) Digital is much more than just marketing Risk & Reward
- 4. Transformative nature of Digital
- 5. Digital platforms must work in unison for optimal growth to occur Management of Digital should not be left to Marketing nor IT ‘Planning & Strategy’ mandate for holistic view to digital taking into account all business needs Digital = Business
- 6. Digital Marketing is MICRO and dependent on fundamentals Tactical activities of communication using only digital channels (eg. search, social, display, email, video, mobile) Digital Marketing
- 7. Marketing’s mandate is to communicate business values, strategic objectives and culture in a tactical way Effectiveness of marketing boils down to how successfully a business has grasped the fundamentals Communication
- 8. Technology is an enabler Technology should be considered ONCE business needs are known IT to take ownership of sourcing but ultimately it is business that decides on best-fit Technology enabler
- 9. Businesses that successfully embrace digital will be best placed to deliver the superior levels of service that customers are coming to expect and demand Digital engagement
- 10. Questions?
Editor's Notes
- It is hoped that a series of micro projects will somehow remedy and resolve macro issues – what businesses are left with is a patchwork quilt of platforms, systems, competing logic and data mismatch
- Transformative impact of digital on traditional superannuation business (IT, business, BI, customer service/delivery) - showing convergence between: Sales (Acquisition & Conversion) Marketing (Acquisition & Retention) Technology Resourcing
- Marketing strategy is NOT digital. Distribution Channel Strategy – holistic ‘go to market’ plan only a small part is in the “communication” or “marketing” realm
- My learnered
- Marketing should galvanize a plan/strategy, unite/bond staff/customers/members and serve to inspire prospective staff/customers/members to join.
- Trends and emerging tech (data mining & intelligence, behavioural/re-targeting & programmatic marketing)
- Pillars of Success in superannuation need for education and member advocacy platform USP product knowledge engagement & retention
- Pillars of Success in superannuation need for education and member advocacy platform USP product knowledge engagement & retention