Companies can use IT to build stronger brand relationships by bringing the brand closer to customers and enabling greater interaction. IT has proliferated channels like mobile and social media that allow brands to engage customers anywhere and anytime. However, leveraging these technologies effectively requires convergence of business functions and a consistent brand experience across channels. Successful companies will hyper-personalize their messaging and content to different customer personalities and moods throughout the day. They will focus on influencing customers over time rather than mass targeting to build loyalty.
Retail is changing from focusing on physical store location to understanding customers. Multi-channel retailing increases sales by 44% by merging physical and online shopping into a single customer experience. Building a successful multi-channel strategy requires organizational changes, skills in various areas like online marketing, product photography, customer service, and integrating retail systems and locations. The goal is to use customer data and preferences to communicate consistently across channels.
The document discusses how established companies are increasingly facing challenges from smaller, more agile disruptors. Rapid technological advancement is enabling disruptors to fragment industries and engage with customers in new personalized ways. This forces established brands to rethink their strategies and put consumers at the center, gaining a deeper understanding of them and leveraging technology to engage in ways customers want. Digital technology enables total customization, contradicting traditional mass marketing, and consumers now have more control over the brands and content they choose to engage with. To stay competitive in this changing environment, brands must innovate continually and put consumers at the heart of their business.
Dpi Whattheythink Com Specialreports 090319pellowmarketingdpiweb
Marketing executives must shift from one-way communication campaigns to engaging customers through interactive technologies. Print service providers see opportunity in supporting multi-channel marketing with print, email, websites and mobile messaging. Quick response codes are gaining popularity for linking printed materials to online content and transactions through mobile devices. To remain relevant, print providers must help clients build dialogue with customers across channels.
Whitepaper: The Chief Marketing Officer’s Guide to Higher Quality Leads Creat...Bryan Young
Examines ways that enterprise executives can plan and execute critical strategies to improve the quality of leads attributed to digital marketing campaigns.
Verizon seeks to elevate the in-store experience for millennials through a communications plan. Primary and secondary research was conducted including a focus group, online survey, and in-store observation. Key findings include that Verizon is perceived only as a service provider, not innovative, and employees are seen as more concerned with sales than customer experience. Millennials prefer AT&T's sleek store design but value Verizon's local, community feel. Most are unaware of Verizon's social initiatives. The research aims to make Verizon stores more engaging places that appeal to millennial values and drive more frequent visits.
The document provides an overview of mobile advertising and marketing strategies. It contains articles on various topics related to mobile advertising, including:
- Mobile advertising budgets are increasing significantly each year as marketers recognize the importance of reaching consumers on their mobile devices.
- Small and medium-sized businesses can effectively utilize mobile marketing with targeted campaigns, even without large agency budgets.
- Both mobile apps and mobile web experiences have advantages for marketers, and many choose to utilize both channels to reach the widest possible audience.
- Mobile devices enable high levels of consumer participation and engagement through social media and on-demand access to information. Marketers must adopt new strategies to engage participants in this new mobile environment.
- Location-based
How Successful Marketers Are Embracing Connection, Communication and CommerceKahuna
As the costs to acquire users continue to rise, the winning brands will aim to create authentic connections with users through owned communication channels like in-app messages, push notifications and email. This presentation showcases how brands can do this and the importance of automation in building an effective owned communication strategy for the mobile era.
The document discusses how brands have lost control over their messaging as customers now have more ways to directly interact with and discuss brands through social media. It argues marketers must embrace this change and find ways to empower brand advocates and influence discussions in a positive way rather than trying to directly control conversations. Examples are given of companies like Ace Hardware and Procter & Gamble that have found success by allowing more customer input and responding transparently in real time on social media.
Retail is changing from focusing on physical store location to understanding customers. Multi-channel retailing increases sales by 44% by merging physical and online shopping into a single customer experience. Building a successful multi-channel strategy requires organizational changes, skills in various areas like online marketing, product photography, customer service, and integrating retail systems and locations. The goal is to use customer data and preferences to communicate consistently across channels.
The document discusses how established companies are increasingly facing challenges from smaller, more agile disruptors. Rapid technological advancement is enabling disruptors to fragment industries and engage with customers in new personalized ways. This forces established brands to rethink their strategies and put consumers at the center, gaining a deeper understanding of them and leveraging technology to engage in ways customers want. Digital technology enables total customization, contradicting traditional mass marketing, and consumers now have more control over the brands and content they choose to engage with. To stay competitive in this changing environment, brands must innovate continually and put consumers at the heart of their business.
Dpi Whattheythink Com Specialreports 090319pellowmarketingdpiweb
Marketing executives must shift from one-way communication campaigns to engaging customers through interactive technologies. Print service providers see opportunity in supporting multi-channel marketing with print, email, websites and mobile messaging. Quick response codes are gaining popularity for linking printed materials to online content and transactions through mobile devices. To remain relevant, print providers must help clients build dialogue with customers across channels.
Whitepaper: The Chief Marketing Officer’s Guide to Higher Quality Leads Creat...Bryan Young
Examines ways that enterprise executives can plan and execute critical strategies to improve the quality of leads attributed to digital marketing campaigns.
Verizon seeks to elevate the in-store experience for millennials through a communications plan. Primary and secondary research was conducted including a focus group, online survey, and in-store observation. Key findings include that Verizon is perceived only as a service provider, not innovative, and employees are seen as more concerned with sales than customer experience. Millennials prefer AT&T's sleek store design but value Verizon's local, community feel. Most are unaware of Verizon's social initiatives. The research aims to make Verizon stores more engaging places that appeal to millennial values and drive more frequent visits.
The document provides an overview of mobile advertising and marketing strategies. It contains articles on various topics related to mobile advertising, including:
- Mobile advertising budgets are increasing significantly each year as marketers recognize the importance of reaching consumers on their mobile devices.
- Small and medium-sized businesses can effectively utilize mobile marketing with targeted campaigns, even without large agency budgets.
- Both mobile apps and mobile web experiences have advantages for marketers, and many choose to utilize both channels to reach the widest possible audience.
- Mobile devices enable high levels of consumer participation and engagement through social media and on-demand access to information. Marketers must adopt new strategies to engage participants in this new mobile environment.
- Location-based
How Successful Marketers Are Embracing Connection, Communication and CommerceKahuna
As the costs to acquire users continue to rise, the winning brands will aim to create authentic connections with users through owned communication channels like in-app messages, push notifications and email. This presentation showcases how brands can do this and the importance of automation in building an effective owned communication strategy for the mobile era.
The document discusses how brands have lost control over their messaging as customers now have more ways to directly interact with and discuss brands through social media. It argues marketers must embrace this change and find ways to empower brand advocates and influence discussions in a positive way rather than trying to directly control conversations. Examples are given of companies like Ace Hardware and Procter & Gamble that have found success by allowing more customer input and responding transparently in real time on social media.
1) The document discusses how marketing has shifted from an "art" to a "science" due to changes in technology and customer expectations. Advances like social media, mobile devices, and cloud computing have given customers more control over brand conversations and empowered them to expect personalized, seamless experiences across channels.
2) It proposes a "Customer Value model" with four interconnecting layers: customer value at the core, surrounded by customer journey, customer value analytics, and finally company value. This model aims to continuously link customer insights and data to business decisions in real-time in order to maximize value for both customers and the company.
3) Achieving customer value now requires understanding customer needs, behaviors, and motiv
Remodista Think Tank - China Commerce 101Remodista
#1 TRUTH – Your Kindergartener and most Chinese shoppers will never see a laptop in their hands unless someone else puts it there. They aren’t wired to find it valuable. Laptop usage is going down, and our thought leaders are still looking at it as the holy grail. It’s low hanging fruit, so not a good long term plan. Technology change in business seems to lag far behind the urgency, and time is of the essence. Our general transactional go-to-market strategies are outdated and not seamless for a global approach.
China Commerce: How to Stand Alone
3rd Party Platforms – The Pros + Cons
Sales + Pricing
Choosing a Commerce Model – B2B
Cross Border Commerce
Legal Establishment in China
Making Maps
Doing Business in China: 3rd Party vs. Standalone
This document discusses 7 key marketing trends for 2014, including:
1) Moving abandonment remarketing efforts earlier in the customer journey by targeting browser abandonment.
2) Capturing email opt-ins from physical store locations using mobile technologies integrated with point-of-sale systems.
3) Building actionable customer databases with robust data that can be used to personalize marketing in real-time.
4) Personalizing websites like Amazon and Netflix by tailoring content and offers to individual visitors based on their data.
Sales in the new enterprise
(10 reasons sales people need to care about social media)
Many sales people will totally ignore social media – except keeping connections in their social networks. For some it is a
frightening development, for others it is the greatest opportunity for more success.
White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space.
The consumer landscape has changed over the last ten years. New digital and mobile platforms and devices have transformed the way consumers interact with the organisations they do business with.
Read our new white paper to understand why cross-channel segmentation is more important than ever to keep up with today's hyper-connected consumers and what are the 8 critical success factors for an effective cross-channel classification.
Creating truly personal omni-channel customer experiences by Brian Solis and ...Brian Solis
An exclusive ebook written by Brian Solis for SmartFocus. Customers are more connected and more informed than ever. Digital marketers now need an entirely fresh perspective to succeed in a world where customers and prospects experience their brand in multiple ways – online ads, websites, blogs, email, social and more. In retail, the customer journey might also include a visit to a real world store. This eBook, with exclusive video insights from Brian Solis, will explain how to build those journeys and develop an omni-channel marketing strategy by covering topics such as:
What is omni-channel marketing and why is it important?
How to be human and stay tech savvy and the importance of social media
How email marketing is more important than ever
iStart feature: All you need is love: A modern marketers's tech guideHayden McCall
The arrival of new technologies has opened opportunities for marketing, but taking advantage of them requires a significant shift in modus operandi. In today's 'age of the customer' where consumers have easy access to a multitude of research tools, marketing is all about leveraging technology to gauge customer sentiment and build reputation based on honesty, openness and authenticity. Clare Coulson asked industry thought leaders how businesses should behave and where technology fits....
Lead Definition: Knowing your Perfect Customer ProfileSalesOptimize
In this slideshare, we talk about the complex nature of sales leads, knowing how to identify that perfect customer, and how you can work them through the sales pipeline.
Our previous blog on lead generation: https://www.salesoptimize.com/lead-definition-knowing-your-perfect-customer-profile/
In recent months, we have noted growing interest in customer-centricity among our clients. In parallel with delivering great digital experiences, we are having discussions on which other business activities could be enhanced and how. Moreover, many industry conferences have identified integrated UX and customer understanding as the next step in the evolution of business process design.
We therefore decided it was the perfect time to share our own thoughts by publishing our introductory ebook.
The leisure and tourism industry is falling behind in embracing mobile technologies. While most large travel companies have an online presence, 60% do not have a mobile-friendly website and 71% lack a mobile app. This is slowing their progress, as consumers increasingly plan trips and make bookings on mobile devices. Some travel agents argue resources are better spent on sales teams than mobile apps. However, companies like Expedia and TripAdvisor that offer user-friendly mobile booking are seeing higher growth and loyalty. To keep up, the industry must understand consumers' mobile behaviors and develop strong mobile strategies.
This is a draft document to try and explain the concept of Social CRM, it's benefits and how it fits into the overall marketing discipline.
This is still a work in process so please feel free to contact me with suggestions!
This document discusses how small businesses can combine print and digital marketing. It begins by outlining the continued effectiveness of print marketing while acknowledging the growth of digital platforms. It then examines how businesses can integrate technologies like QR codes and personalized URLs into their print materials to drive customers to digital content and promotions online. The document provides best practices for leveraging social media and guides small businesses on getting started with an integrated print and digital strategy.
Measuring Social Media Prsa Digital ImpactAlan Chumley
The document discusses various approaches to measuring the impact of social media. It proposes looking at social media as conversations and communities rather than just coverage or audiences. It suggests measuring things like popularity, relevance, authority, engagement, advocacy/loyalty, sentiment, and how information cascades through networks. It argues for a holistic and networked approach rather than relying on any single tool or metric. Measurement should account for different objectives and campaign types. Outcomes could include on-site conversions and linking performance data with web analytics.
2014 Luxury Ecommerce Market Research Survey ResultsDavid Matthews
The document summarizes findings from a 2014 benchmarking study conducted by Luxury Interactive. Key findings include:
- 83% of respondents reported annual online revenues of less than $50 million.
- Most respondents saw increases in key online metrics like conversion rates and customer repeat visits over the past year.
- Most companies plan to invest in SEO, SEM, display advertising, personalization and email over the next 12-18 months.
- Nearly half of marketing budgets are spent on ecommerce, online and digital initiatives.
This document discusses 8 trends for 2014 and beyond based on a review of technology and marketing. It covers trends like the rise of open source marketing, the importance of killer content, programmatic media buying, and connected living through wearable devices and the Internet of Things. The introduction outlines how technology is transforming marketing through greater interactivity, connectivity and the blurring of lines between culture, content and brands.
This document discusses factors that influence consumer behavior and how understanding consumer behavior can help with marketing. It provides 3 key points:
1) Various personal, social, and economic factors can influence how consumers make purchasing decisions. Marketers need to understand what motivates consumers' choices.
2) There are different types of consumer purchasing behaviors that marketers should be aware of, such as complex purchases, dissonance-reducing behaviors, habitual behaviors, and variety-seeking behaviors.
3) Understanding patterns in consumers' purchasing locations, times, frequencies, and methods can provide useful insights for marketers. Effective consumer segmentation is important for customizing marketing strategies.
The ultra-connected customer base will continue to grow at a staggering
pace. Marketers must integrate technology into the customer experience, leverage data and personalize their strategies to be able to connect effectively with customers.
Mastering Code Halos Using Digital Insights to Drive Customer ExperiencesCognizant
Innovators recognize that every interaction with every
person and every thing now creates a trail of data — and
they’ve mastered the ability to harness it. Every click, browse,
download, share, transaction and device transmission
enables them to understand, and subsequently monetize,
relationships in ways never before possible.
Not too long ago, Sales success was the result of a (rather mystical) combination of networking, people skills, intuition, and good ol’ cold calling.
But the advancement in enterprise technology over the past two decades has changed all that, especially in the B2B environment. Today, networking takes place online, technical skills are becoming more valuable than people skills, data has replaced the ‘hunch’, and automation is threatening to shrink the job market.
But while technology seems to have made selling harder, it has certainly made buying easier. Which, when you think about it, is exactly what Sales and Marketing are trying to do.
Luckily, Sales professionals are known for their ability to adapt. The Sales department is often the first in a business to embrace new technology, find better ways of doing things, and cut unnecessary tasks.
It was Sales, after all, who first embraced cloud technology (CRM was the first viable cloud application for business). And Sales who played a huge role in the consumerization of IT, by insisting on bringing their own devices to work.
The internet, SEO and ferocious content marketing have put a wealth of information at the buyer’ fingertips. And in many cases, have made Sales all but redundant until the final stages of the buying process.
Now, Sales needs to lead the charge once again – accepting the changes that technology brings, and making the most of their new situation.
To find out how our proposal management software is a necessity for a sales professional of the future visit our website for more info: https://www.qorusdocs.com/proposal-software
1) The document discusses how marketing has shifted from an "art" to a "science" due to changes in technology and customer expectations. Advances like social media, mobile devices, and cloud computing have given customers more control over brand conversations and empowered them to expect personalized, seamless experiences across channels.
2) It proposes a "Customer Value model" with four interconnecting layers: customer value at the core, surrounded by customer journey, customer value analytics, and finally company value. This model aims to continuously link customer insights and data to business decisions in real-time in order to maximize value for both customers and the company.
3) Achieving customer value now requires understanding customer needs, behaviors, and motiv
Remodista Think Tank - China Commerce 101Remodista
#1 TRUTH – Your Kindergartener and most Chinese shoppers will never see a laptop in their hands unless someone else puts it there. They aren’t wired to find it valuable. Laptop usage is going down, and our thought leaders are still looking at it as the holy grail. It’s low hanging fruit, so not a good long term plan. Technology change in business seems to lag far behind the urgency, and time is of the essence. Our general transactional go-to-market strategies are outdated and not seamless for a global approach.
China Commerce: How to Stand Alone
3rd Party Platforms – The Pros + Cons
Sales + Pricing
Choosing a Commerce Model – B2B
Cross Border Commerce
Legal Establishment in China
Making Maps
Doing Business in China: 3rd Party vs. Standalone
This document discusses 7 key marketing trends for 2014, including:
1) Moving abandonment remarketing efforts earlier in the customer journey by targeting browser abandonment.
2) Capturing email opt-ins from physical store locations using mobile technologies integrated with point-of-sale systems.
3) Building actionable customer databases with robust data that can be used to personalize marketing in real-time.
4) Personalizing websites like Amazon and Netflix by tailoring content and offers to individual visitors based on their data.
Sales in the new enterprise
(10 reasons sales people need to care about social media)
Many sales people will totally ignore social media – except keeping connections in their social networks. For some it is a
frightening development, for others it is the greatest opportunity for more success.
White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space.
The consumer landscape has changed over the last ten years. New digital and mobile platforms and devices have transformed the way consumers interact with the organisations they do business with.
Read our new white paper to understand why cross-channel segmentation is more important than ever to keep up with today's hyper-connected consumers and what are the 8 critical success factors for an effective cross-channel classification.
Creating truly personal omni-channel customer experiences by Brian Solis and ...Brian Solis
An exclusive ebook written by Brian Solis for SmartFocus. Customers are more connected and more informed than ever. Digital marketers now need an entirely fresh perspective to succeed in a world where customers and prospects experience their brand in multiple ways – online ads, websites, blogs, email, social and more. In retail, the customer journey might also include a visit to a real world store. This eBook, with exclusive video insights from Brian Solis, will explain how to build those journeys and develop an omni-channel marketing strategy by covering topics such as:
What is omni-channel marketing and why is it important?
How to be human and stay tech savvy and the importance of social media
How email marketing is more important than ever
iStart feature: All you need is love: A modern marketers's tech guideHayden McCall
The arrival of new technologies has opened opportunities for marketing, but taking advantage of them requires a significant shift in modus operandi. In today's 'age of the customer' where consumers have easy access to a multitude of research tools, marketing is all about leveraging technology to gauge customer sentiment and build reputation based on honesty, openness and authenticity. Clare Coulson asked industry thought leaders how businesses should behave and where technology fits....
Lead Definition: Knowing your Perfect Customer ProfileSalesOptimize
In this slideshare, we talk about the complex nature of sales leads, knowing how to identify that perfect customer, and how you can work them through the sales pipeline.
Our previous blog on lead generation: https://www.salesoptimize.com/lead-definition-knowing-your-perfect-customer-profile/
In recent months, we have noted growing interest in customer-centricity among our clients. In parallel with delivering great digital experiences, we are having discussions on which other business activities could be enhanced and how. Moreover, many industry conferences have identified integrated UX and customer understanding as the next step in the evolution of business process design.
We therefore decided it was the perfect time to share our own thoughts by publishing our introductory ebook.
The leisure and tourism industry is falling behind in embracing mobile technologies. While most large travel companies have an online presence, 60% do not have a mobile-friendly website and 71% lack a mobile app. This is slowing their progress, as consumers increasingly plan trips and make bookings on mobile devices. Some travel agents argue resources are better spent on sales teams than mobile apps. However, companies like Expedia and TripAdvisor that offer user-friendly mobile booking are seeing higher growth and loyalty. To keep up, the industry must understand consumers' mobile behaviors and develop strong mobile strategies.
This is a draft document to try and explain the concept of Social CRM, it's benefits and how it fits into the overall marketing discipline.
This is still a work in process so please feel free to contact me with suggestions!
This document discusses how small businesses can combine print and digital marketing. It begins by outlining the continued effectiveness of print marketing while acknowledging the growth of digital platforms. It then examines how businesses can integrate technologies like QR codes and personalized URLs into their print materials to drive customers to digital content and promotions online. The document provides best practices for leveraging social media and guides small businesses on getting started with an integrated print and digital strategy.
Measuring Social Media Prsa Digital ImpactAlan Chumley
The document discusses various approaches to measuring the impact of social media. It proposes looking at social media as conversations and communities rather than just coverage or audiences. It suggests measuring things like popularity, relevance, authority, engagement, advocacy/loyalty, sentiment, and how information cascades through networks. It argues for a holistic and networked approach rather than relying on any single tool or metric. Measurement should account for different objectives and campaign types. Outcomes could include on-site conversions and linking performance data with web analytics.
2014 Luxury Ecommerce Market Research Survey ResultsDavid Matthews
The document summarizes findings from a 2014 benchmarking study conducted by Luxury Interactive. Key findings include:
- 83% of respondents reported annual online revenues of less than $50 million.
- Most respondents saw increases in key online metrics like conversion rates and customer repeat visits over the past year.
- Most companies plan to invest in SEO, SEM, display advertising, personalization and email over the next 12-18 months.
- Nearly half of marketing budgets are spent on ecommerce, online and digital initiatives.
This document discusses 8 trends for 2014 and beyond based on a review of technology and marketing. It covers trends like the rise of open source marketing, the importance of killer content, programmatic media buying, and connected living through wearable devices and the Internet of Things. The introduction outlines how technology is transforming marketing through greater interactivity, connectivity and the blurring of lines between culture, content and brands.
This document discusses factors that influence consumer behavior and how understanding consumer behavior can help with marketing. It provides 3 key points:
1) Various personal, social, and economic factors can influence how consumers make purchasing decisions. Marketers need to understand what motivates consumers' choices.
2) There are different types of consumer purchasing behaviors that marketers should be aware of, such as complex purchases, dissonance-reducing behaviors, habitual behaviors, and variety-seeking behaviors.
3) Understanding patterns in consumers' purchasing locations, times, frequencies, and methods can provide useful insights for marketers. Effective consumer segmentation is important for customizing marketing strategies.
The ultra-connected customer base will continue to grow at a staggering
pace. Marketers must integrate technology into the customer experience, leverage data and personalize their strategies to be able to connect effectively with customers.
Mastering Code Halos Using Digital Insights to Drive Customer ExperiencesCognizant
Innovators recognize that every interaction with every
person and every thing now creates a trail of data — and
they’ve mastered the ability to harness it. Every click, browse,
download, share, transaction and device transmission
enables them to understand, and subsequently monetize,
relationships in ways never before possible.
Not too long ago, Sales success was the result of a (rather mystical) combination of networking, people skills, intuition, and good ol’ cold calling.
But the advancement in enterprise technology over the past two decades has changed all that, especially in the B2B environment. Today, networking takes place online, technical skills are becoming more valuable than people skills, data has replaced the ‘hunch’, and automation is threatening to shrink the job market.
But while technology seems to have made selling harder, it has certainly made buying easier. Which, when you think about it, is exactly what Sales and Marketing are trying to do.
Luckily, Sales professionals are known for their ability to adapt. The Sales department is often the first in a business to embrace new technology, find better ways of doing things, and cut unnecessary tasks.
It was Sales, after all, who first embraced cloud technology (CRM was the first viable cloud application for business). And Sales who played a huge role in the consumerization of IT, by insisting on bringing their own devices to work.
The internet, SEO and ferocious content marketing have put a wealth of information at the buyer’ fingertips. And in many cases, have made Sales all but redundant until the final stages of the buying process.
Now, Sales needs to lead the charge once again – accepting the changes that technology brings, and making the most of their new situation.
To find out how our proposal management software is a necessity for a sales professional of the future visit our website for more info: https://www.qorusdocs.com/proposal-software
Digital marketing has evolved since the 1990s from basic online advertising to more sophisticated techniques for building relationships with consumers. The rapid growth of digital devices and media has fueled exponential growth in digital advertising. Digital marketing encompasses targeted, measurable, and interactive marketing across digital technologies to reach and convert potential customers. It utilizes various channels including affiliate marketing, display advertising, email marketing, search marketing, social media, and social networking. India's digital advertising market has grown significantly between 2011-2015 according to estimates.
A framework-for-digital-business-transformation-codex-1048Beta-Research.org
This document introduces a framework for digital business transformation. It discusses four key areas for organizations to focus on: digitizing the customer experience, products/services, organization processes/systems, and operations. The framework is based on common elements identified across several industries that have successfully undergone digital transformation. It emphasizes using digital tools and customer data to improve customer insights, engage customers across channels, customize products/services, and monitor product usage. Organizations can apply this staged framework to develop a digital vision and transition to new digital business models.
When a company puts human-centered design at the heart of its digital agenda, it can find new sources of value through technology. Here are five principles to embrace to achieve this new way of doing business: http://stratbz.to/vO0wq
A Framework for Digital Business TransformationCognizant
By embracing Code Halo thinking and a programmatic approach to business process change, organizations can better engage with customers and deliver mass-customized products and services that drive differentiation and outperformance.
Event_FST Sydney RT_Transcript FINAL_Q4 14Scott Leader
The document summarizes a discussion between heads of innovation, digital, technology and customer experience from various banking and insurance companies on strategies for transforming to survive and thrive in a digital world.
David Hackshall from Wesfarmers Insurance discusses how technology has led to changes in social behavior and customer expectations, and the need for organizations to focus on customer experience, leverage data to personalize interactions, and build loyalty programs.
Representatives from Commonwealth Bank of Australia, Westpac, TAL, ING Direct and AMP discuss their approaches to driving innovation through initiatives like innovation labs, prototyping, testing ideas quickly, and collaborating both internally and externally.
The State of Digital Transformation in Marketing and CommunicationSocial Embassy
Extensive study amongst CEO's, CMO's and top brands on digital transformation. What is digital transformation and the impact? How do brands organise? How much are they investing? And what skills do marketeers need to develop? This report basically describes the future of Marketing and Communication.
Sales & marketing- marketing to consumers one at a timeeTailing India
Consumers have evolved a lot. Business models are following the consumer evolution. Few disruptions that have happened are internet penetration and mobile phones. Most of the users have multi-screen behavior. From browsing products to compare prices, there are more choices available for users. These have led to an impulsive behavior which has given rise to new marketing challenges. Marketing has evolved where digital marketing is working along with traditional media.
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Luxury retail trends and customer experience in a digital era. A perspective on the customer experience of the future, case studies from leading retailers today and the implications for business corporate strategy, retail stores, employees and HR.
For more on Retail, Digital, Employee and Customer Experience connect with Deloitte Digital Southeast Asia @DeloitteDigi_SG. We’re always happy to talk.
From strategy to delivery, Deloitte Digital combines cutting-edge design with trusted business and technology acumen to define and deliver tomorrow’s business, today. Deloitte Digital is committed to helping clients unlock the business value of emerging technologies.
An Executive's Guide to Reimagining the Enterprise in the Digital AgeArmanino LLP
This document discusses how enterprises are reimagining their business models in today's digital age where information is available anytime from any device. It emphasizes that businesses need to foster a culture of innovation across all functions like marketing, finance, HR, and sales through modern technology platforms. The key is building a flexible technology foundation that connects enterprise systems and enables seamless data flow. This allows for personalized customer experiences, an empowered workforce, and the ability to rapidly sense and respond to changing market needs.
The screen on the average BlackBerry measures just 60mm across. Yet for many of today’s B2B buyers, this is the main source they have for information about the products and services they will buy in the coming year. More than this, it is also the main way that they will engage in the various communities that influence their buying decisions. It’s not surprising then that B2B marketers should be wrestling with how to make the most of mobile social media.
The phenomenal success of social networks can be transferred directly to mobile, enabling customers and prospects around the clock access to an array of social networking services.
Consumers and professionals alike can now engage with brands, collaborate in real time and stay informed from any location at any time using web-ready devices optimised for social interaction.
What does it take for brands to go digital. Same but different Value Partners
This document discusses what it takes for brands to succeed with digital transformation. It argues that brands need to take a consumer-centric approach and integrate their online and offline presences. The document outlines key elements brands should consider, including gaining consumer insights, designing products/services based on insights, engaging consumers across channels, activating purchases both online and offline, evaluating digital investments, and organizing company structures to support a multi-channel strategy. Successful brands are adapting to changing consumer behaviors by meeting customers wherever they are - both online and offline.
Red Ant is a digital strategy firm established in 1999. The document discusses Red Ant's services and expertise in digital strategy, planning, and campaign delivery. It also provides biographies of several key executives, including the CEO, CIO, Commercial Director, and heads of mobile and film/TV. The document emphasizes Red Ant's focus on measurable ROI and outlines the typical stages involved in building a digital strategy: planning, creation, actualization, and evaluation.
Red Ant is a digital strategy firm established in 1999. They focus on developing measurable digital strategies for clients. This document provides an overview of Red Ant's services and team members with expertise in areas like mobile, film, and strategy. It also discusses best practices for planning, creating, executing, and evaluating a successful digital strategy, emphasizing audience analysis, alignment with brand goals, and continual optimization.
1. Mohammad Wasim shows how companies can use IT to
build stronger brand relationships with their customers
New Commerce:
TheWayForward
B
usiness is simple. Companies
connect with customers, and
customers connect with com-
panies via their brands. The
brand is everything in today's
digital world; and brand loyalty is
a recurring business. For instance, I
drive the Ford and I am so obsessed
with the brand’s engineering and the
service that it offers that I recommend
the same brand to others. When I buy
a second car, it too is a Ford.
Evolving nature of brand
alignment
Brand alignment used to be quite
simple in the past. In the ‘70s, people
bought commodities on the rec-
ommendations of their family and
friends. In the ‘70s and ‘80s, business
was achieved via all forms of media
whether print such as, newspapers,
pamphlets, and hoardings; or the
showroom window; or the audio vi-
sual medium such as the radio, and the
television; and even through websites
during the dot-com era in the early
‘90s. But they were isolated channels
of communication and functioned in
one way, which is primarily to give
information to the people about the
brand. The audio visual organisa-
tions broadcast their messages to the
consumers, irrespective of whether
the consumer was willing to listen,
just like the numerous pamphlets that
were distributed whether the con-
sumer read it or not and the billboards,
which people saw, but had the option
of ignoring them.
IT brings brands closer to
customers
IT innovation and proliferation has
brought the brand closer to the cus-
because to enable ‘brand interactive-
ness’ for all business functions of an
organisation, for all channels, is very
challenging. In the yesteryears, the
marketing function alone was respon-
sible for making consumers aware
of the brand, while sales pushed the
products down to the customers. IT’s
operations were to collate information
separately for different functions; its
core focus was to expedite operations
and keep the lights on. Businesses
functioned in silos and were losing
out on the opportunity to leverage
the information of other departments.
With little coordination of different
functions with each other, there was
duplication of effort by individual
functions, and hurt the overall effi-
ciency of the organisation. An organ-
isation’s functions need to be coherent,
with an eye for detail to map each busi-
ness function to multiple digital (on-
line, kiosk, email among others) and
conventional (like pamphlets, newspa-
pers, billboards) channels. Stitching all
these together on various technology
platforms (commerce, content, CRM,
social network, analytics, Business
Intelligence, recommendation and re-
view, and order management among
others) is a colossal and tedious task.
Businesses are striving hard to achieve
it. Some have done it well and are reap-
ing the benefits, for example Coca Cola
and Netflix, and others who ignored
it lost their ground like Block Busters,
and Wallstreet Journal
Going forward, business will be
more challenging where aspects of
doing business (product, transaction,
and relationship) have to be digitised
to ensure the company and brand is
experienced by the customers in the
relevant time and place. A consistent
tomers, and has unfolded a whole new
brand experience for them. The cus-
tomers have begun to feel the brand
need and are demanding greater in-
teraction with it. Today, the customer
has become the master, who either
enjoys the brand or shuns it. Back in
the ‘70s and ‘80s during the one-way
communication era, customers didn’t
have the opportunity to cross-question
or gather feedback from the other cus-
tomers about a particular brand. Now,
the technology-equipped and enabled
customer demands that business or-
ganisations speak to them, and when
they do so they must convince them
that their company is a lot more than
a mere mission statement, and more
than a shining logo; it is a brand that
engages the customer and interacts
with him or her.
Technology is making businesses
far more complex. Its fast pace is mak-
ing business organisations chaotic
insight
Business will be
more challenging
where aspects of
doing business
have to be
digitised to ensure
the company
and brand is
experienced by the
customers in the
relevant time and
place
20 CFOCONNECT August 2011
2. brand experience across all com-
munication channels (conventional
and digital) has become of utmost
importance.
Here are the top four factors that
will put businesses on a competitive
pace
• Channel proliferation - Technol-
ogy progression has made gadgets
inter-operative and always connected
to the network. Devices like the tablet,
mobile, kiosk, interactive display,
IPTV, vending machines, and call cen-
tres among others, can talk with each
other all the time. These channels are
available to customers today. They ex-
pect information (in the form of blogs,
white papers, review, and comments,
among others) as well as the capabil-
ity to do transactions, at all times and
everywhere. It is very important that
the customer can experience the brand
consistently, at all times. For example,
while buying apparel, the customer
should be able to get all the details on
the apparel anywhere, and at all times.
For instance, information on the fabric
used, availability of sizes at different
outlets, the reviews on it, and also
the facility where the customer can
buy it without human intervention.
The interactive experience should
not only be limited to the customer’s
computer, but also from other portal
devices (like tablets and mobiles), and
even kiosks in malls or the roadside.
Walls Ice-cream does this very well - its
ice-cream vendors build relations with
their customers by giving out free ice-
creams accompanied with a big smile.
They also do commerce transaction
by selling the ice-creams and taking
feedback from their customers.
• Convergence - Different business
functions need to converge on prior-
ity, as business decisions taken by
departments in isolation will lose the
competitiveness that it will gain from
technology advancement. All the
C-level executives need to be in the
same room to understand and align
with each other to propel the boat for
maximum returns. CIOs will be able to
architect, rationalise, consolidate, and
integrate all the functions together. A
good data curator will be able to loop
all the data from different functions
into one central system and provide
intelligence for the company to take
strategic decisions. An un-orchestrat-
ed approach will give an opportunity
to the customer to poke fun at (the
brand).
• Hyper-personalisation - Today,
the customer is multifaceted and
wears different personalities. Each
personality is unique with respect to
human likings and the mood that the
person is in. With technology (phone,
chat, and video call) the world has
become a much smaller place as it
also provides the platform (Facebook,
Twitter, and Linkedin, among oth-
ers), to people to engage in business.
Technology allows businesses to reach
out to their customers depending on
the time of the day, to which it has
mapped a certain expected mood
of the customer. For instance, in the
morning, the customer is expectedly
a sportsman, willing to engage in se-
rious conversation around his sport,
and he may even be willing to buy
it. But during the course of the day,
customers are focused on their busi-
nesses and wish not to be disturbed
for any other activity than work. Any
attempt to reach out to customers for
brand connection (marketing or sell-
ing) during this period may adversely
impact the brand relationship. In the
evenings, the customers are expected
to be relaxing, either catching up with
their friends over social networking
sites, or uploading photos, or chatting
with people back in their home town.
This is the right time to give them the
brand experience. Companies also
need to understand the change in the
behaviour and mood of their custom-
ers, in relation to the time of the day in
order to be able to serve him the most
relevant business information. For
example, most online retailers have
started advertising on social networks,
but they usually publish static content
through the day when their customers
are at work. However, whatever time
of day, the data that they post on their
websites has to be relevant, so that the
customer will be inclined to visit their
site when he is in a mood to listen,
talk, and interact. It is highly lightly
to influence and connect him or her
to the brand at that time.
• Intercept marketing (influenc-
ing than targeting) - Learn the art of
influencing and the science of put-
ting hooks in the customer's mind
so that when the customer decides
to do a transaction later, the hooks
come into play and influence him or
her towards the brand. For example,
creating an online fan club for an
automobile company and gradually
letting the fans understand the USP
of the brand’s products, which later
influence the customer when he or she
wishes to buy a car. Targeting custom-
ers in groups has resulted in broadcast
and mass messaging, but such efforts
often go to waste and are shortlived.
At times, this approach may even
make some customers unhappy as the
information is forced on them. Such
customers may unknowingly drift
away from the brand.
Conclusion
We are not very far off from the
time when a channel as simple as a
vending machine will hold the stakes
for all business units of an organisa-
tion. The vending machine will do
commerce transactions (sales) by
dispensing goods; build relationships
(marketing) by interacting with the
visitors by issuing coupons or gifts;
collect customer (operations) data for
analytics; build a community of like-
minded customers; and even offer
concierge services or act as a friendly
information kiosk. It may even carry
out Corporate Social Responsibility
(CSR), for the brand. n
insight
Mohammad Wasim
Director, SapientInfrastructure
Practice Lead
August 2011 CFOCONNECT 21