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Digital Transformation
for the Marketing Professional
1
Strategy &
Architecture
Mobility
Cloud
Platforms
Portals &
Collaboration
Connected
Devices
Experience
Design
... we turn data into actionable
insights and transform
organizations for the digital era.
About Me
• Management Consultant and Senior Business
Solutions Consultant for the last 13 years
• Enterprise Solution architect for 20 plus years
• Previous CIO in a St. Louis mid-market company for
12 years
• Former Partner / Principal of a local Microsoft
Business Solutions consulting firm
• Have led numerous digital transformation projects
• Passionate about all things coffee!
Matt Bowers
St. Louis
618.972.2152
mbowers@sensecorp.com
Digital Transformation is Confusing!
Digital Transformation is Confusing – So Many Voices
Digital Transformation is Confusing – What Exactly Is It?
Business Innovation
Digital Strategy
Disruptive Innovation
Disruptive Technologies
User Experience
Digital Marketing
Digital Experience
Digital Disruption
Modern Web
Responsive Design
Digital Transformation is Confusing – Who Drives It?
Executive Suite
Operations
Finance
EmployeesMarketing
Human Resources
IT
Sales
Digital Transformation is Confusing – Who is Responsible?
CEO
CTO
CKO
CLO
COO
CDO
CFO
CMO
CIO
CXO
CCO
CPO
CCO
CCXO
Digital Transformation is Confusing - So Many Decisions
Do we need
new
technology?
What is the
ROI?
What
technologies
do we need?
Who is
driving it?
Do we
need to
start over?
How much
will it cost?
Who can
help us?
How do we
get started?
How long
will it take?
When do
we start?
Should we
wait?
{ }
Digital Transformation
Applying digital technology to all aspects of human society
What is Digital Transformation?
Digital transformation is the profound and accelerating transformation
of business activities, processes, competencies and models to fully
leverage the changes and opportunities of digital technologies and
their impact in a strategic and prioritized way.
12
Digital Transformation is NOT…
• Business Innovation
• Digital Experience
• Digital Strategy
TRUE DIGITAL TRANSFORMATION NEEDS TO INVOLVE MUCH MORE THAN JUST THE END PRODUCT
• Digital Disruption
• Disruptive Innovation
• Disruptive Technologies
Digital Transformation: Make it More Relevant
• Social, mobile, and real-time technologies
have transformed people’s lives—and
their expectations for how they interact
with organizations.
• As part of that evolution, organizations
need to transform to meet these new
expectations with every connection.
• We think of digital transformation as the
alignment of businesses to their
customers at every touchpoint in their
customer journey.
What is Digital Transformation?
• “The coupling of granular, real-time data (e.g., smartphones, connected devices,
smart appliances, wearables, mobile commerce, video surveillance) with modern
technologies (e.g., cloud native apps, big data architectures, hyper-converged
technologies, artificial intelligence, blockchain) to enhance products, processes,
and business-decision making with customer, product and operational insights.”
14
Digital transformation hinges on four imperatives
Engage
your
customers
Engage your
employees
Optimize your
operations
Transform
your products
Systems of
Intelligence
Image credit : Microsoft
Myths About Digital Transformation
16
Myths Facts
Digital is primarily about the customer experience Huge opportunities exist also in efficiency,
productivity and employee leverage
Digital primarily matters only to technology or
B2C companies
Opportunities exist in ALL industries, NO
exceptions
Let a thousand flowers bloom; bottom up activity
is the right way to change
Digital transformation must be led from the top
If we do enough digital initiatives we will get
there
Transformation management intensity is more
important for driving overall performance
Digital transformation will happen despite our IT Business / IT relationships are key, and in many
companies they must be improved
Digital transformation approaches are different
for every industry and company
Digital leaders exhibit a common DNA
In our industry, we can wait and see how digital
develops
There are digital leaders outperforming their
peers in every industry today
Why Should I Care?
17
CX IS THE BATTLEGROUND FOR
LOYALTY
+ 17%
Companies are investing billions in CX. And for good reason.
Companies that get CX right outperform their peers on a number of important dimensions, including:
+ 11%
CUSTOMER LOYALTY REVENUES
Source: Forrester Research, Inc., “Expectations vs. Experience: The Good, The Bad, The Opportunity”, 2016
• The CMO is often the owner of the customer
experience in organizations.
• You are in a powerful position to lead the
transformation.
• Since social media typically takes root in the
marketing team first, you often have the most
experience with it.
• But digital transformation can’t just be top
down. For it to really make an impact, your
entire team needs the training,
encouragement, and permission to connect
with your customers on social.
• That takes leadership.
19 http://bit.ly/2HxpD6J - Forbes Magazine – 10/2017
CMO and the
Customer
Experience
BRAND ALIGNMENT
CONSISTENCY -> RECOGNITION
▪ Establish standards -> drive alignment
▪ Targeted messaging
1.
MARKETING STRATEGY
KEY FOCUS AREAS
MARKETING OPERATIONS
EFFICIENT + AGILE = SCALABLE
▪ Build smart platform
▪ Enable superheros with supertools
2.
Some Significant Digital Marketing Trends
• New Products Roll in From the Brand Revolution - Consumers – via social
media have a seat at your marketing table
• A.I. Solutions Point to a Brave New World
• “Instant” Speeds up as the New Normal for Gen Z - baseline expectation
• Niche Curation Sorts Information Overload – who do you trust?
• Mobile Devices Forge On-the-Go Consumerism
• Social Influencers Diversify, Specialize, and Grow Exponentially
• Influencer Marketing as a Fundamental Brand Strategy – How? Define?
• Consumer Resentment of Intrusive Marketing Deepens
• Consumer Tethering to Mobile Devices Tightens
• Words Prove So Overrated: The Year When Images and Videos Rule
21 http://bit.ly/2JJByiy - Forbes 1/2017
General Tips and Tactics
• Understand Customer Behavior
• Personalize the Customer Experience
• Marketers must pivot away from segmentation. A move towards
individualization is needed to become more targeted and relevant.
• One way you can deliver a consistent, cross-channel experience to your
buyers is to integrate personalization capabilities into the primary
channels they access, such as your website—the hub of your marketing
activities.
• Engage With Customers to Build Lifelong relationships
• Omnichannel Marketing
• Web 3.0 (or Modern Web Experiences)
https://blog.marketo.com/2016/06/cmo-spotlight-3-trends-that-will-drive-digital-transformation.html
7 Key Steps to Transformation
1. Create and Socialize a Shared Company Vision Among C-level
Stakeholders
2. Establish a Steering Committee
3. Partner with a Technology Provider That Understands and Supports Your
Overall Business Objectives
4. Carefully and Completely Assess Your Company’s Operations to Develop
an Unvarnished Picture of Strengths, Gaps and Opportunities
5. Conduct a Value Workshop to Secure Buy-in and Evaluate Potential Gains
Against the Picture Developed in Step #4
6. Develop and Socialize a Comprehensive Plan and Schedule
7. Establish an Infrastructure for Change Management and Inter-Company
Communication
23 http://bit.ly/2JIwR8s - Rockwell Automation Case Study
Digital Strategies
24
Multi Channel vs. Omni Channel
25
“Most marketers currently tend to use "multichannel" and
"omnichannel" interchangeably. ... The difference, is that while
multichannel tends to be based on an inside-out approach,
omnichannel is more outside in, a consideration of the customer
experience from his perspective.
http://www.econtentmag.com/Articles/Editorial/Feature/Multichannel-vs-Omnichannel-Marketing-Is-There-a-Difference-and-What-Does-It-
Mean-to-You-102361.htm
Omni Channel
Marketing
Omni Channel
Marketing
Web 3.0 or Semantic Web
Semantic Web
The semantic web improves web technologies in order to generate, share and connect
content through search and analysis based on the ability to understand the meaning of
words, rather than on keywords or numbers.
Artificial Intelligence
Combining this capability with natural language processing, in Web 3.0, computers can
understand information like humans in order to provide faster and more relevant results.
They become more intelligent to satisfy the needs of users.
3D Graphics
The three dimensional design is being used extensively in websites and services in Web
3.0. Museum guides, computer games, ecommerce, geospatial contexts, etc. are all
examples that use 3D graphics.
Connectivity
With Web 3.0, information is more connected thanks to semantic metadata. As a result,
the user experience evolves to another level of connectivity that leverages all the available
information.
Ubiquity
Content is accessible by multiple applications, every device is connected to the web, the
services can be used everywhere.
http://www.expertsystem.com/web-3-0/
Semantic Web
Remote
Server
Remote
Desktop
PC
WEB 3.0
Semantic Web Examples
Web 3.0 or Semantic Web – Why is this Important
“In Web 3.0, while you are driving, you can simply ask
your automotive assistant a question (“I would like to
watch a romantic movie and eat Japanese food”). The
search engine embedded in the car assistant provides
you with a personalized response that takes into
account your location, suggesting the closest cinema
that matches your request and a good Japanese
restaurant by automatically consulting the reviews on
social media. Then it might even present a 3D menu
from the restaurant in the display.”
http://www.expertsystem.com/web-3-0/
Web 3.0 or Semantic Web – Why is this Important
• If the semantic web is successful, it will unleash an enormous wave of
information exchange between organizations and individuals,
empowering a new level of findability and knowledge sharing;
• For the semantic web to be successful, organizations must assign
responsibility for their participation in it to someone who will lead
and manage it — otherwise the semantic web devolves into semantic
soup;
• For someone to take responsibility, there’s going to have to be
incentive; in the commercial world, incentive translates most directly
into generating more business — which is inherently a function of
some form of findability and compelling knowledge sharing.
https://chiefmartec.com/2008/03/marketing-in-th/
Web 3.0 or Semantic Web – Why Is This Important?
•Hint: for generating new business in the non-semantic
web, findability = ads, PR, word of mouth, SEO, etc.;
knowledge sharing = feature sheets, pricing, case
studies, white papers, etc.
•Whose domain is that?
•Clue: It is not IT!
https://chiefmartec.com/2008/03/marketing-in-th/
Web 3.0 or Semantic Web – Why Is This Important?
•The answer to the riddle: marketing.
•If the semantic web could be harnessed to generate
more business — essentially be a new channel to the
market — then the marketing department can and
should step up to lead its adoption in the enterprise.
•Arguably, this will be necessary for the semantic web to
reach its full potential.
https://chiefmartec.com/2008/03/marketing-in-th/
Enterprise Fleet Management
Next Gen Analytics and Mobile Capabilities
Challenge
With a portfolio of over 300,000 vehicles, 55 offices nationwide and $1B+ annual
revenue, Enterprise Fleet Management (EFM) had a desire to transform their
business offerings by providing a customer facing portal that would provide
advanced insight into fleet performance and key metrics; thus enabling
customers to maximize the value of their fleet and lower their total cost of
ownership.
Solution
Sense Corp partnered with EFM to deliver a data analytics roadmap that began
with reporting and analytical capabilities well beyond those of any competitor.
From building the analytics platform to architecting downstream integrations,
Sense Corp extended and exposed insights for EFM’s customers. EFM has
continued to now partner with Sense Corp to produce a mobile interface for
drivers – bringing the insights straight to the point of action.
Value
EFM and its customers are now able to more clearly monitor vehicle health and
maintenance schedules leading to the reduction of cost. EFM has been
recognized for its business and technology innovation on several occasions
through the multi-phased partnership with Sense Corp.
Extending analytics to the
customer through mobile.
Key Technologies
“Want to Manage Your Fleet on the Go?
Enterprise Fleet Management Has a New App for That”
36
Call to Action
• Business and Stakeholder Presentations
• Lunch and Learns
• Marketing Strategy Engagements
• Mobility Strategy Engagements
• Web Strategy Engagements
• Portals and Collaboration Strategy
• Website Redesign and Strategy
Questions?
Contact Me
39
mbowers@sensecorp.com
618.972.2152
https://www.linkedin.com/in/matthewwbowers/
@matthewbowers58
https://www.facebook.com/matthew.w.bowers1

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Digital Transformation and the Marketing Professional

  • 1. Digital Transformation for the Marketing Professional 1
  • 2.
  • 3. Strategy & Architecture Mobility Cloud Platforms Portals & Collaboration Connected Devices Experience Design ... we turn data into actionable insights and transform organizations for the digital era.
  • 4. About Me • Management Consultant and Senior Business Solutions Consultant for the last 13 years • Enterprise Solution architect for 20 plus years • Previous CIO in a St. Louis mid-market company for 12 years • Former Partner / Principal of a local Microsoft Business Solutions consulting firm • Have led numerous digital transformation projects • Passionate about all things coffee! Matt Bowers St. Louis 618.972.2152 mbowers@sensecorp.com
  • 6. Digital Transformation is Confusing – So Many Voices
  • 7. Digital Transformation is Confusing – What Exactly Is It? Business Innovation Digital Strategy Disruptive Innovation Disruptive Technologies User Experience Digital Marketing Digital Experience Digital Disruption Modern Web Responsive Design
  • 8. Digital Transformation is Confusing – Who Drives It? Executive Suite Operations Finance EmployeesMarketing Human Resources IT Sales
  • 9. Digital Transformation is Confusing – Who is Responsible? CEO CTO CKO CLO COO CDO CFO CMO CIO CXO CCO CPO CCO CCXO
  • 10. Digital Transformation is Confusing - So Many Decisions Do we need new technology? What is the ROI? What technologies do we need? Who is driving it? Do we need to start over? How much will it cost? Who can help us? How do we get started? How long will it take? When do we start? Should we wait?
  • 11. { } Digital Transformation Applying digital technology to all aspects of human society
  • 12. What is Digital Transformation? Digital transformation is the profound and accelerating transformation of business activities, processes, competencies and models to fully leverage the changes and opportunities of digital technologies and their impact in a strategic and prioritized way. 12 Digital Transformation is NOT… • Business Innovation • Digital Experience • Digital Strategy TRUE DIGITAL TRANSFORMATION NEEDS TO INVOLVE MUCH MORE THAN JUST THE END PRODUCT • Digital Disruption • Disruptive Innovation • Disruptive Technologies
  • 13. Digital Transformation: Make it More Relevant • Social, mobile, and real-time technologies have transformed people’s lives—and their expectations for how they interact with organizations. • As part of that evolution, organizations need to transform to meet these new expectations with every connection. • We think of digital transformation as the alignment of businesses to their customers at every touchpoint in their customer journey.
  • 14. What is Digital Transformation? • “The coupling of granular, real-time data (e.g., smartphones, connected devices, smart appliances, wearables, mobile commerce, video surveillance) with modern technologies (e.g., cloud native apps, big data architectures, hyper-converged technologies, artificial intelligence, blockchain) to enhance products, processes, and business-decision making with customer, product and operational insights.” 14
  • 15. Digital transformation hinges on four imperatives Engage your customers Engage your employees Optimize your operations Transform your products Systems of Intelligence Image credit : Microsoft
  • 16. Myths About Digital Transformation 16 Myths Facts Digital is primarily about the customer experience Huge opportunities exist also in efficiency, productivity and employee leverage Digital primarily matters only to technology or B2C companies Opportunities exist in ALL industries, NO exceptions Let a thousand flowers bloom; bottom up activity is the right way to change Digital transformation must be led from the top If we do enough digital initiatives we will get there Transformation management intensity is more important for driving overall performance Digital transformation will happen despite our IT Business / IT relationships are key, and in many companies they must be improved Digital transformation approaches are different for every industry and company Digital leaders exhibit a common DNA In our industry, we can wait and see how digital develops There are digital leaders outperforming their peers in every industry today
  • 17. Why Should I Care? 17
  • 18. CX IS THE BATTLEGROUND FOR LOYALTY + 17% Companies are investing billions in CX. And for good reason. Companies that get CX right outperform their peers on a number of important dimensions, including: + 11% CUSTOMER LOYALTY REVENUES Source: Forrester Research, Inc., “Expectations vs. Experience: The Good, The Bad, The Opportunity”, 2016
  • 19. • The CMO is often the owner of the customer experience in organizations. • You are in a powerful position to lead the transformation. • Since social media typically takes root in the marketing team first, you often have the most experience with it. • But digital transformation can’t just be top down. For it to really make an impact, your entire team needs the training, encouragement, and permission to connect with your customers on social. • That takes leadership. 19 http://bit.ly/2HxpD6J - Forbes Magazine – 10/2017 CMO and the Customer Experience
  • 20. BRAND ALIGNMENT CONSISTENCY -> RECOGNITION ▪ Establish standards -> drive alignment ▪ Targeted messaging 1. MARKETING STRATEGY KEY FOCUS AREAS MARKETING OPERATIONS EFFICIENT + AGILE = SCALABLE ▪ Build smart platform ▪ Enable superheros with supertools 2.
  • 21. Some Significant Digital Marketing Trends • New Products Roll in From the Brand Revolution - Consumers – via social media have a seat at your marketing table • A.I. Solutions Point to a Brave New World • “Instant” Speeds up as the New Normal for Gen Z - baseline expectation • Niche Curation Sorts Information Overload – who do you trust? • Mobile Devices Forge On-the-Go Consumerism • Social Influencers Diversify, Specialize, and Grow Exponentially • Influencer Marketing as a Fundamental Brand Strategy – How? Define? • Consumer Resentment of Intrusive Marketing Deepens • Consumer Tethering to Mobile Devices Tightens • Words Prove So Overrated: The Year When Images and Videos Rule 21 http://bit.ly/2JJByiy - Forbes 1/2017
  • 22. General Tips and Tactics • Understand Customer Behavior • Personalize the Customer Experience • Marketers must pivot away from segmentation. A move towards individualization is needed to become more targeted and relevant. • One way you can deliver a consistent, cross-channel experience to your buyers is to integrate personalization capabilities into the primary channels they access, such as your website—the hub of your marketing activities. • Engage With Customers to Build Lifelong relationships • Omnichannel Marketing • Web 3.0 (or Modern Web Experiences) https://blog.marketo.com/2016/06/cmo-spotlight-3-trends-that-will-drive-digital-transformation.html
  • 23. 7 Key Steps to Transformation 1. Create and Socialize a Shared Company Vision Among C-level Stakeholders 2. Establish a Steering Committee 3. Partner with a Technology Provider That Understands and Supports Your Overall Business Objectives 4. Carefully and Completely Assess Your Company’s Operations to Develop an Unvarnished Picture of Strengths, Gaps and Opportunities 5. Conduct a Value Workshop to Secure Buy-in and Evaluate Potential Gains Against the Picture Developed in Step #4 6. Develop and Socialize a Comprehensive Plan and Schedule 7. Establish an Infrastructure for Change Management and Inter-Company Communication 23 http://bit.ly/2JIwR8s - Rockwell Automation Case Study
  • 25. Multi Channel vs. Omni Channel 25 “Most marketers currently tend to use "multichannel" and "omnichannel" interchangeably. ... The difference, is that while multichannel tends to be based on an inside-out approach, omnichannel is more outside in, a consideration of the customer experience from his perspective. http://www.econtentmag.com/Articles/Editorial/Feature/Multichannel-vs-Omnichannel-Marketing-Is-There-a-Difference-and-What-Does-It- Mean-to-You-102361.htm
  • 28. Web 3.0 or Semantic Web Semantic Web The semantic web improves web technologies in order to generate, share and connect content through search and analysis based on the ability to understand the meaning of words, rather than on keywords or numbers. Artificial Intelligence Combining this capability with natural language processing, in Web 3.0, computers can understand information like humans in order to provide faster and more relevant results. They become more intelligent to satisfy the needs of users. 3D Graphics The three dimensional design is being used extensively in websites and services in Web 3.0. Museum guides, computer games, ecommerce, geospatial contexts, etc. are all examples that use 3D graphics. Connectivity With Web 3.0, information is more connected thanks to semantic metadata. As a result, the user experience evolves to another level of connectivity that leverages all the available information. Ubiquity Content is accessible by multiple applications, every device is connected to the web, the services can be used everywhere. http://www.expertsystem.com/web-3-0/
  • 31. Web 3.0 or Semantic Web – Why is this Important “In Web 3.0, while you are driving, you can simply ask your automotive assistant a question (“I would like to watch a romantic movie and eat Japanese food”). The search engine embedded in the car assistant provides you with a personalized response that takes into account your location, suggesting the closest cinema that matches your request and a good Japanese restaurant by automatically consulting the reviews on social media. Then it might even present a 3D menu from the restaurant in the display.” http://www.expertsystem.com/web-3-0/
  • 32. Web 3.0 or Semantic Web – Why is this Important • If the semantic web is successful, it will unleash an enormous wave of information exchange between organizations and individuals, empowering a new level of findability and knowledge sharing; • For the semantic web to be successful, organizations must assign responsibility for their participation in it to someone who will lead and manage it — otherwise the semantic web devolves into semantic soup; • For someone to take responsibility, there’s going to have to be incentive; in the commercial world, incentive translates most directly into generating more business — which is inherently a function of some form of findability and compelling knowledge sharing. https://chiefmartec.com/2008/03/marketing-in-th/
  • 33. Web 3.0 or Semantic Web – Why Is This Important? •Hint: for generating new business in the non-semantic web, findability = ads, PR, word of mouth, SEO, etc.; knowledge sharing = feature sheets, pricing, case studies, white papers, etc. •Whose domain is that? •Clue: It is not IT! https://chiefmartec.com/2008/03/marketing-in-th/
  • 34. Web 3.0 or Semantic Web – Why Is This Important? •The answer to the riddle: marketing. •If the semantic web could be harnessed to generate more business — essentially be a new channel to the market — then the marketing department can and should step up to lead its adoption in the enterprise. •Arguably, this will be necessary for the semantic web to reach its full potential. https://chiefmartec.com/2008/03/marketing-in-th/
  • 35. Enterprise Fleet Management Next Gen Analytics and Mobile Capabilities Challenge With a portfolio of over 300,000 vehicles, 55 offices nationwide and $1B+ annual revenue, Enterprise Fleet Management (EFM) had a desire to transform their business offerings by providing a customer facing portal that would provide advanced insight into fleet performance and key metrics; thus enabling customers to maximize the value of their fleet and lower their total cost of ownership. Solution Sense Corp partnered with EFM to deliver a data analytics roadmap that began with reporting and analytical capabilities well beyond those of any competitor. From building the analytics platform to architecting downstream integrations, Sense Corp extended and exposed insights for EFM’s customers. EFM has continued to now partner with Sense Corp to produce a mobile interface for drivers – bringing the insights straight to the point of action. Value EFM and its customers are now able to more clearly monitor vehicle health and maintenance schedules leading to the reduction of cost. EFM has been recognized for its business and technology innovation on several occasions through the multi-phased partnership with Sense Corp. Extending analytics to the customer through mobile. Key Technologies “Want to Manage Your Fleet on the Go? Enterprise Fleet Management Has a New App for That”
  • 36. 36
  • 37. Call to Action • Business and Stakeholder Presentations • Lunch and Learns • Marketing Strategy Engagements • Mobility Strategy Engagements • Web Strategy Engagements • Portals and Collaboration Strategy • Website Redesign and Strategy