Top Digital Transformation Trends and Priorities for 2016

Principal Analyst, Altimeter, a Prophet company at Altimeter, a Prophet Company
Jan. 27, 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
Top Digital Transformation Trends and Priorities for 2016
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Top Digital Transformation Trends and Priorities for 2016

Editor's Notes

  1. Do you *know* your digital customers? They are not just young Millennials. They are all ages, backgrounds. They are your customers, and they are digital. The opportunity today is to know so much more about them.
  2. While it’s great to think about new technologies like IoT and VR, the trends that will drive real business value will be the ones that are maturity today – Social, Cloud, Mobile, and Data. It’s really the convergence of these tech trends coming together that are creating opportunities.
  3. Here are the top 10 priorities for digital transformation in 2016. The Top 5 should be the core focus of your efforts and limited time/resources. The next five are still developing – and the best way to prepare is to make sure that the top five priorities are met. If you can deliver great customer experiences across the customer journey, have a content strategy in place, and the digital ecosystem worked out, you’ll be able to execute on these newer trends as they develop over the next 1-2 years.
  4. Altimeter’s research shows that 88% of companies are going through a digital transformation. But only 25% truly understand the customer journey and use it to create new digital touch points.
  5. Here’s an example: Nordstrom’s purpose statement is focused on the relationship with customers, defined by EMPOWERMENT. They started with inventory systems because they helped salespeople fulfill a key need of customers. Then armed employees with tablets, information at their fingertips. Then incorporated Pinterest pins into merchandising, and even put pins in the stores. Their technology choices were grounded in what will build experiences that deepen the relationship. This is a strategy.
  6. For more information, see prophet.com/relevantbrands
  7. Even the way we create traditional customer journeys needs to change – next generation experiences will go beyond a few personas to be individualized, be continously designed based on dynamic, real-time data.
  8. Sephora uses behavior to segment down to thousands of segments to customize the experience online and in the store. ColorIQ is a key component of this, but so is the online experience around these 110 segments X preferences/purchases.
  9. For more information on this research, go to http://bit.ly/IoTPrivacy2015
  10. For more information on this research, go to http://bit.ly/CXcloud2015
  11. For more on this research, go to: http://www.altimetergroup.com/2014/07/the-2014-state-of-digital-transformation/
  12. For more on this research, go to http://www.altimetergroup.com/2014/12/strengthening-employee-relationships-in-the-digital-era/
  13. For more on this research, go to http://bit.ly/2015socialbiz
  14. For more information about “The Engaged Leader” book by Charlene Li, please visit charleneli.com/the-engaged-leader
  15. Can you find 15 minutes to listen to what is on the minds of your top customers and employees?
  16. Correct. No one cares what you had for lunch. They care what you talked about at lunch.
  17. Incorrect. You lead a team, you lead your company’s information strategy. It’s your job to set the strategy, and communicate it over and over again.
  18. This is the hardest to overcome, how to build up the confidence in your judgment. This is the hardest part of being engaged. Palms sweaty, stomach churning.
  19. For more information on this research, go to http://www.altimetergroup.com/2014/12/a-culture-of-content/
  20. For more information on the research, go to http://bit.ly/ContentPerf2015
  21. For more on this research, go to http://bit.ly/2015socialbiz
  22. For more information on this research, go to http://bit.ly/CXcloud2015
  23. For more on this research, go to http://bit.ly/2015socialbiz
  24. For more informationon this, go to http://www.altimetergroup.com/2016/01/altimeters-top-technology-trends-for-2016/
  25. For more informationon this, go to http://www.altimetergroup.com/2016/01/altimeters-top-technology-trends-for-2016/
  26. For more informationon this, go to http://www.altimetergroup.com/2016/01/altimeters-top-technology-trends-for-2016/
  27. gives Diageo a direct, one-to-one channel for communicating with consumers: their products. 3. It enables users to personalize products, by definition, in unique ways. 4. It converts existing, even generic, products into functionally intelligent ones, which (with the addition of smart phones) can deliver dynamic ad messaging linked to specific physical objects. 5. It creates a rationale for the consumer to have an on-going relationship with the brand — by linking continuing online interactions to real world product-based experiences. – The campaign changed customer perception of the whisky category, re-positioning the participating Diageo brands as innovative and modern – CRM opt-ins meant that Diageo gathered permission-based intelligence it could then reapply for future customer interactions – Resulted in a 72% sales uplift in the two weeks leading up to Father’s Day, plus an earned media value five times higher than investment – Due to the success in Brazil, the Father’s Day digital gifting campaign will rollout in 2013 across multiple markets, and Diageo’s first mobile loyalty scheme running on EVRYTHNG’s Engine launches in May this year Results 72% increase in sales in the 2 weeks before Father’s Day Earned media impact 5x investment Several celebrities created videos tweeted to 1M followers 100k increase in Facebook fans Global PR and industry coverage Permission-based opt-ins to CRM program, loyalty program expanded 100,000 unique QR downloads Program expanded to 6 countries Increased loyalty, loyalty rewards Enabled mobile targeting linked to specific QR code Increased supply-chain efficiencies https://evrythng.com/customers/diageo-case-study/ http://www.marketingmagazine.co.uk/article/1311292/five-brands-successfully-embracing-internet-things
  28. Uses Title Only slide layout with pre-programmed “live” text placeholders. Orange boxes can be re-colored any of the other 5 approved Prophet theme colors, but don’t mix and match colors: choose only 1 and carry throughout all process slides in sequence. Text placeholders utilize the same “increase/decrease list level” function as other customized layouts. I.E., bold text is text level 1, increase list 1 level to get to non-bold copy, increase list 2 levels to get to bullets.