Advance Digital Transformation and Scale up your digital marketing

1. FROM DIGITAL MARKETING TO DIGITAL@SCALE
EMBRACE THE DIGITAL TRANSFORMATION
BY VINCENT LEE, DIGITAL TRANSFORMATION PM, PHILIPS January, 2015L I B L O G

2. AGENDA The digital marketing disruption
Time for Change: Digital Transformation
Digital@Scale
Questions and Answers
6 trends that redefine digital marketing

3. The digital marketing
disruption

5. How Social Media and Digital Marketing will Evolve into 2015

7. 10 consumer trends

8. 6trends
that redefine digital marketing

9. Products as Services
产品即服务

15. Experience as Content
体验即内容

18. Now as Everything
现在即一切

21. Location as Engagement
位置即互动

22. KEY TECHNOLOGY

23. LBS2.0
Foursquare
iBeacons
NFC
AR
By customers By brands
Sales-oriented Insights-oriented
No real-time Real-time

25. Virtual as Reality
虚拟即现实

28. Real-web as Communication
互联即沟通

29. Tesla

30. Ｇｉｎｇｅｒ
ＩＯ

33. Hello!Digital Transformation

34. Challenges of Digital Transformation

37. What does
DIGITAL TRANSFORMATION
really means?

39. DON’T USE DIGITAL MARKETING TO
IMPROVE CONSUMER’S LIVES
CHANGE THEM!

40. CHANGE THEM!

43. Go!Digital@Scale

44. Scalable digital marketing

45. Best Practices: Scalable digital marketing
Positioning
Engagement
Conversion
Analysis
Collaboration
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Positioning
Engagement
Conversion
Analysis
Collaboration
IMPERSONAL DEMOGRAPHIC BEHAVIORAL GRANULAR 1:1
BATCH&BLAST LOGIC-DRIVEN DYNAIC CONTENT CONTINUOUS BUZZ REAL-TIME
LEAD DUMPING LEAD QUALIFICATIONFUNNEL MANAGEMENT FUNNEL FLUIDITY FUNNEL MASTER
BASIC METRICS MARKETING DASHBOARDDATA-DRIVEN DECISION 1 VIEW OF TRUTH REVENUE PREDICATABILITY
NO COLLABORATION SURVEY/INSIGHTS IDEA
CROWD-SOURCING
C2M MAKER MOVEMENT
Source: Oracle

46. 5 phases of Scalable digital marketing
Positioning
Engagement
Conversion
Analysis
Collaboration
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Positioning
Engagement
Conversion
Analysis
Collaboration
IMPERSONAL DEMOGRAPHIC BEHAVIORAL GRANULAR 1:1
BATCH&BLAST LOGIC-DRIVEN DYNAIC CONTENT CONTINUOUS BUZZ REAL-TIME
LEAD DUMPING LEAD QUALIFICATIONFUNNEL MANAGEMENT FUNNEL FLUIDITY FUNNEL MASTER
BASIC METRICS MARKETING DASHBOARDDATA-DRIVEN DECISION 1 VIEW OF TRUTH REVENUE PREDICATABILITY
NO COLLABORATION SURVEY/INSIGHTS IDEA
CROWD-SOURCING
C2M MAKER MOVEMENT
Where we are now?

47. Accelerate!
Our worldwide, multi-year transformation program to change the way we do business and unlock our full potential. It consists of 5 initiatives
End2End aims at redesigning our customer value chains to deliver superior customer/consumer value through faster, more agile
and simpler processes, excellently executed every day.
End2End consists out of 3 core deployment programs: Idea to Market, Market to Order, and Order to Cash
Idea to Market Order to Cash
1. Customer Centricity 2. Resource to Win 3. End2End 4. Operating Model 5. Growth Culture
Consumer and
Customers
Two way
relationship
Market to Order
Empowers 17 markets and the global BGs with 6 common foundational digital
capabilities impacting up to 4,000 marketers and up to 50% of the sales force
Search Social E-Sales
Analytic
s
Campaig
n
Content
Currently there are five programs within
Market to Order, one of them being
Digital@Scale
Channel CRM
(M2O
Excellence)
Digital@Scale B2CB2B
Winning Building
Proposals
Customer
Financing
Digital@Scale is part of the E2E and M2O initiative within
“Accelerate!”

48. Digital@Scale: 6 digital capabilities
Ensure BMC products, services, & solutions are found
instantly and easily by customers.
Includes:
• Knowledge on search
• SEA activation (paid)
• SEO (organic)
Ability to create and activate campaigns in cost
effective way for multiple channels with targeted
propositions that meet customer needs.
Includes:
• Capture data, Nurture campaigns,
• Lead management, Fulfillment, A/B testing,
• Campaign analytics, Integration with CRM platform
Enable markets to work with data related to our digital
performance and customer insights for fact based decision
making based on enterprise data models and stores.
Includes:
• KPI Framework
• Tag management
• Reporting intake process
Campaign Management
Analytics
Search
Digital Sales
Drive online ordering and fulfillment direct channel and
toward e-trade partners.
Includes:
• E-trade
• Flagship store
• B2B Commerce
Social
Enable social listening, insights, engagement,
community building and service.
Includes:
• Social listening & Reporting
• Social care
Content Management
Have the right content at the right time on the right
customer touch points.
Includes:
• Briefing, Creation,
• Translation, Localization
• Syndication & Publication (PAL)

49. Thanks

50. Free discussion