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

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eBusiness Strategy

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