The document discusses the rapid evolution of technology and consumer behavior, highlighting the significant impact on business strategies and models. It emphasizes the necessity for organizations to adapt to digital advancements, track emerging trends, and reshape their operations to meet changing consumer expectations. Examples of successful digital adoption by companies like Caterpillar, ICICI Bank, and Tesco illustrate effective strategies to thrive in this evolving landscape.

1. www.unmarketeer.com
Digital Strategy for Business Leaders

2. www.unmarketeer.com
In the Era of Rapid Change
We Live at a time when technology and society are
evolving faster than many organizations’ velocity of
change
www.unmarketeer.com

3. www.unmarketeer.com
Few questions
We Live at a time when technology and society are
evolving faster than many organizations’ velocity of
change
- What does this rapid change mean for
the Future of Business?
- How do the disruptions affect us?
- Are we ready to adapt to the evolved
ecosystem?
- How do we stay ahead on the
technology curve?
- Which trends should we track to
ensure we pre-empt and not react to
change?

4. www.unmarketeer.com
Consumer Behaviours Have Changed
72% of Population in US purchase using
digital tools. Ecommerce set to catch up
with physical retail in India by next
decade. In China Alibaba’s one day sale
equalled 9Bn USD.
75% of Consumers do not trust traditional
advertising. 91% of consumers go to a store
influenced by the online experience. 89% of
consumers research using search engine.
72% of consumers trust online reviews as
much as personal recommendation.
How We Decide?
How We Buy?
Source: Nielsen global survey, Economic Times

5. www.unmarketeer.com
Consumer Behaviours Have Changed
Online ticket booking has disrupted travel
agencies. GPS and Social Media have
made travel to new lands easy. Social
businesses such as Air BnB and Uber
are disrupting hotels and transport.
Majority of 18-35 year olds prefer reading
news online. By 2043, the printed
newspaper is predicted to end in the USA.
News now break first on internet. Citizen
journalists supplement mainstream media.
How We Read?
How We Travel?
Source: Nielsen global survey, Economic Times

6. www.unmarketeer.com
Consumer Behaviours Have Changed
The new enterprise has mobile workers
connected by advanced mobility. Automation
and mobile tech have simplified the work of the
sales force and the field force, optimized supply
chains and has made work simpler and more
productive.
Smart homes powered by the Internet of
Things are the new reality. Very soon we
will have homes where we can control and
connect the lights, cooling systems,
refrigerators through built in AI
How We Live?
How We Work?

7. www.unmarketeer.com
And Business Models have been disrupted
 Traditional Retailers such as Wal-Mart are foraying heavily into
Ecommerce. In India Future Group is tying up with Amazon.
 Traditional banks and finance companies such as ICICI and Aditya
Birla Group are equipping their sales force with mobile devices for
better customer experience.
 Traditional industries such as Pharma are investing in social media
and listening to engage and address the next-gen patients.
 Publishers are shifting from subscription to sponsorship as the new
revenue means.
And More....

8. www.unmarketeer.com
There are Businesses which have got it right

9. What did they do right?

10. www.unmarketeer.com
Caterpillar – Digitally Transforming Manufacturing
 Caterpillar uses collaboration tools
and web-based communities to
seamlessly connect R&D,
engineering, Sales and Marketing
teams.
 Caterpillar unlocked new revenue
streams by launching online stores
where it retails and rents equipments,
machinery parts, apparels etc.
 Has made sales more efficient through
self-help websites and mobile tech.

11. www.unmarketeer.com
ICICI Bank – Connecting with Gen Y
 ICICI introduced Pockets –
Facebook banking to connect
to Gen Y.
 Provides a 360-degree,
connected and personalized
experience.
 ICICI has leveraged digital to
create 3D Bank walk-throughs
using tech such as AR
simplifying banking experience.

12. www.unmarketeer.com
Tesco Club Card – A Big Data Success Story
 UK based retailer Tesco
introduced a loyalty program
helping it collect customer data
and accurately tailor its offers
 The club card helped Tesco
manage inventory, plan
merchandising, create the right
reward programs and win more
hearts
 Tesco 30% of the UK market
powered by rich customer
insights

13. www.unmarketeer.com
The Businesses which did not get it right

14. www.unmarketeer.com
All that separate the successes from the failures is the
ability to
Acknowledge the change
Ensuring you are tirelessly tracking trends and
planning to stay a step ahead

15. www.unmarketeer.com
Summarizing the Key Trends
Social Media Posts,
Reviews and Ratings
influence purchasing
decisions
Ecommerce creates
new biz opportunities.
Multiple Price
comparison is a
given with customers
Consumers are used
to highly sophisticated
digital experiences.
Brands have to
measure up
User Interactions
are generating
useful data and
insights.
Customer Data
is the new oil
Traditional
industries such
as
manufacturing
are adopting
digital to stay
ahead

16. www.unmarketeer.com
Before we design responses to the
trends, let us also break some of the
most common Myths

17. www.unmarketeer.com
Myths - Digital Adoption
Myth 1: Digital has no impact on traditional industries such as
Manufacturing
Reality: Smart manufacturers such as Toyota, 3M,
Caterpillar have made supply chains and the production
process more efficient through digitization. Price and time
pressures make digitization imperative .

18. www.unmarketeer.com
Myths - Digital Adoption
Myth 2: Digital impacts upstream, consumer-facing value chain
processes such as Sales & Marketing only
Reality: Digital impacts all activities in an organization’s
value chain. From e-procurement to smart operations and
employee collaboration, digital can be adopted to create
value across the organization.

19. www.unmarketeer.com
Myths - Digital Adoption
Myth 3: Adopting Digital Can Prove to be a Regulatory hassle for
industries such as Pharma
Reality: Regulations affect how information is shared or
distributed across various industries. The right strategic
framework can create strong opportunities to engage end
users while adhering to the appropriate regulatory
guidelines.

20. www.unmarketeer.com
Myths - Digital Adoption
Myth 4: Digital is not important for B2B companies
Reality: Target groups for B2B companies are usually
highly evolved and have access to advanced digital tools. It
is an imperative to use the right digital touch points to
reach this group

21. www.unmarketeer.com
How is Digital
Media Adopted in
Pharma industry?
www.unmarketeer.com

23. www.unmarketeer.com
The key stakeholders of the pharma
ecosystem patients and doctors
have evolved.
They spend more time online,
consume information digitally &
expect sophisticated online
experiences

24. www.unmarketeer.com
Adoption of Social Media by Physicians
Doctors are increasingly using social networking sites for professional
purposes. Healthcare professionals in emerging countries are generally
more ‘connected’ than in Europe and are on par with US.
0%
20%
40%
60%
80%
100%
Source: Altimeter Group

25. www.unmarketeer.com
How Digital Media Affects Doctor’s Decisions?
0
20
40
60
80
100
0 10 20 30 40 50 60 70 80
Influence on
Physicians
P% online
Physicians
Pharma Websites
Interaction with
Sales Reps
Online Journals Physicians’ Social
Networks
One to one
consulting with
fellow doctors
Source: Manhattan Research

26. www.unmarketeer.com
Patients lead in adoption of Digital Media

27. www.unmarketeer.com
The smart Hospitals are adopting digital
 UCLA listed as one of the top
5 hospitals in the US
simplified healthcare for
patients by creating an
integrated app
 In India leading hospitals are
moving towards adopting
digital to connect with doctors
and patients

28. www.unmarketeer.com
Equip MRs to address next-gen Doctors
Pharma Companies must keep pace with Doctors’ evolving
expectations
Sales
Force
Activation
eDetailing
CLM
CRM
Closed Loop
Marketing

29. www.unmarketeer.com
Evolving the right strategy for the Digital AgeEvolving the right strategy for the Digital Age

30. www.unmarketeer.com
Reimagining Digital – 3 step process
Assess
• Systematic, scenario
based assessment of
digital technology on
business
• Identify external
business drivers and
map to value chain
Adapt
• Identify business
gaps
• Identify Digital
Hygiene factors –
Minimum set of
Requirements to
address gaps
• Address through
functional initiatives to
bring business at par
Reimagine
• Identify long term
strategic goals
• Identify new
opportunities
• Create new product/
services to address
opportunities and
meet long term goals

31. www.unmarketeer.com
Digital Grid – Mapping to Value Chain
R&D Marketing
Communication
Operations
and
Logistics
Sales Customer
Service
Web
Presence
Social
Business
Mobile
•Product
Communities
•Idea Exchange
Platforms
•Social
Listening
•Social
Customer
Groups
•Idea
generation
apps
•Mobile ideation
websites
•Vendor sites
•Operations
Dashboards on
web
•Partner sites
•Logistics
tracking apps
•Operations
Dashboards
Apps
•SEO and SEM
•Websites
•Campaign
Microsites
•Newsletters
•Facebook,
Twitter etc
•YouTube
•Polls, Ratings,
Reviews
•Mobile Sites
•Mobile
Marketing
•SMS/
WhatsApp
•E-Commerce
•Lead Forms
•Recommend
•Chat
•Social
Prospecting
•Social
Commerce
•Social
Networking
•Mobile
Commerce
•M-Payments
•Sales Apps
•Chat
•Email
•Branded
Forums
•Virtual Agents
•Social CRM
•Social Listening
•Monitor Forums
•Video Help
Content
•Mobile Self
service apps
•Mobile surveys
•SMS alerts
•IVR

32. www.unmarketeer.com
Digital Implementation Roadmap
Digital
Consulting
Digital
Execution
Roadmap
Redefine
Architecture
Build
Engagement
Systems
Build and
Integrate
Analytics
Digital
Assessment
Digital strategy
Digital Audit and
Rationalization
Program Design &
Leadership
Business Planning
Identifying and
planning initiatives
Program Plan &
Roadmap
Change &
Program
Management
Enterprise
Architecture
Infrastructure
Planning
Cloud based
Integration
Framework
Build digitally
enabled systems
Omnichannel
Integration
Establishing
Centres of
Excellence
Define KPIs and
critical goals
Big Data Initiatives

33. www.unmarketeer.com
Deep Dive Into Digital
Website
Campaign
Microsite
Social Media
Search Engine
Marketing
Video Marketing Mobile Marketing Mobile Apps
Mobile Commerce and
Mobile Payments
ORM and Social
Listening
Digital Promotions
Ecommerce
Direct Marketing
(Emails, SMS,
Newsletters)

34. www.unmarketeer.com
E-Commerce
The Ecommerce industry in India is
valued at 4B USD, growing at a
CAGR of 30%
Ecommerce companies have diversified
into selling a variety of things from clothes
to electronic goods, from spectacles to
medicines to houses.
Siddha Group announced booking of
houses online. Healthvala.com provides a
marketplace for medicines. Lenkart sells
eye care products
An integrated ecommerce system requires
building a strong, connected ecosystem

35. www.unmarketeer.com
Direct Marketing – Email, SMS etc
Personalized Direct Marketing helps fast-track relationships with
customers and partners, generating leads and driving long-term value
71%
Marketers in
India prefer
Email
Marketing 29% More Open
Rates for
personalized emails
as compared to
non-personalized
emails
30%
Companies
prefer SMS.
Low rates due
to TRAI
regulations
89% Companies
in Retail and 83%
in Travel &
Tourism prefer
Emails as primary
marketing
www.unmarketeer.com Source: IAMAI

36. www.unmarketeer.com
Social Media
Social Media is increasingly being
adopted by executives to connect to
customers, investors, media and
industry peers
Social Media in India has reached a tipping
point with 110 M users
However corporates are not as prepared
with only 12% having a social media policy
compared to 50% in Germany
Indian business leaders have led in social
media adoption: Ratan Tata, Anand
Mahindra, Harsh Goenka are noticeable
personalities

37. www.unmarketeer.com
Taj takes luxury online
Taj’s well crafted digital strategy driven by rich website,
social media marketing and video marketing
strengthens its positioning of luxury

38. www.unmarketeer.com
Automakers adopt Digitization
Maruti Udyog has created an integrated,
web-based dealer network and digitized its
supply chain to facilitate operations. Tata
Motors partnered with Samsung to create
Connected Cars solutions

39. www.unmarketeer.com
Leaders or Laggards? It’s our Choice
In India
- Over 300M internet users
- 110M on Social Media
- 100% Average Mobile
Density
- 30 Billion Purchasing
Decisions Impacted by the
Internet
- Digital Marketing and
Ecommerce growing at
respective CAGR of 30%
- 100% marketers invest in
digital marketing compared
to 20% in 2012
- 112M Internet users in
rural India
-160M access internet on
mobile
- Entertainment, social
media, Search & News are
key drivers
- Business Leaders
distinguished by unified
Digital Strategy. Competitive
edge over laggards. Top
business houses increasing
digital allocation
- Business Leaders are
focusing on new business
models & superior
customer experience for the
digitally wired customers.
The call for digitization is
loud & clear
www.unmarketeer.com

40. www.unmarketeer.com
Thank you. Lets touch the Future
www.unmarketeer.com
Get on www.unmarketeer.com
Email rimjhim.ray@unmarketeer.com or jk@unmarketeer.com
Or tweet to us @unmarketeer