The document discusses how social, mobile, analytics, and cloud (SMAC) technologies are reshaping businesses and marketing. It outlines the key benefits of SMAC including productivity anywhere, data-driven decision making, and real-time interactions. The document then discusses how SMAC is impacting business strategy through accelerated and always-on access, empowering customers and employees, and connecting the workforce. For marketing strategy, SMAC enables accelerated lead generation, customized interactions through data and personalization, integrated online and offline experiences, and synchronization across channels. The document concludes that SMAC brings more change in the next 3 years than the past 50 and that opportunities lie at the interfaces between technologies.

1. C.K.Kumar
How Social, Mobile, Analytics & Cloud is Reshaping
Your Business & Your Marketing
@SupraMBA #PCATX17
TALKING SMAC !

2. Keep Talking SMAC !
C.K. Kumar
♦ SMAC - Why is it becoming critical?
♦ Impact to Business Strategy
♦ Impact to Marketing
♦ SMACing Successes
♦ Key Takeaways
Agenda

3. Keep Talking SMAC !
C.K. Kumar Source: Blue Hill Research
SMAC – Why Is It Critical?
MOBILESOCIAL
ANALYTICSCLOUD
Productivity
Anywhere
Data Driven
Technology
Real Time
Interactions
Contextualizing
Reality
SMAC

4. Keep Talking SMAC !
C.K. Kumar Source: Blue Hill Research
SMAC – Why Is It Critical?
CLOUD
ANALYTICS
MOBILE
SOCIAL
CLOUD
ANALYTICS
MOBILE
SOCIAL
IDEAL REALITY

5. Keep Talking SMAC !
C.K. Kumar
DATA GRAVITY
Origination of Data
Location of Data

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C.K. Kumar
Post-Digital Enterprise: Key Challenges
♦ Digitized Commoditization
♦ Customer Engagement
♦ Pricing Optimization
♦ Shrinking Product Lifecycle
♦ Boosting Productivity
♦ Emerging Omni-Channel

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C.K. Kumar
SMAC – SUCCESS CRITERIA
♦ Marginal Cost
♦ Access to Knowledge
♦ Datafication
♦ Interface Friction

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C.K. Kumar
SMAC – BUSINESS STRATEGY
♦ Everything is Accelerated, Accessible & Always ON
♦ Flexible Business Model
♦ Transaction  Interaction
♦ Competition   Collaboration
♦ Frenemies with Benefits
♦ Empowerment – Customers, Employees, Partners, Owners
♦ Connected Workforce, Agile Employees

9. Keep Talking SMAC !
C.K. Kumar
SMAC – MARKETING STRATEGY
♦ Mobilize to Mobilize
♦ Accelerated Lead Generation
♦ Multiple sources, quicker responses
♦ Customized Customer Interactions
♦ 1:1 Data-driven Personalization
♦ Online Communities
♦ Off-Line  Online
♦ Synchronization
♦ Integrated UX

10. Keep Talking SMAC !
C.K. Kumar
Consumer Bank Case Study
Source: McKinsey

11. Keep Talking SMAC !
C.K. Kumar
SMAC – Key Takeaways
♦ More changes in next 3 years than past 50 years*
♦ SMAC is an approach, NOT the solution
♦ SMAC is everywhere BUT distributed unevenly
♦ Growth rates are logarithmic, NOT arithmetic
♦ Seek opportunities at the Interfaces
* KPMG – 2016 Global CEO Outlook

12. Keep Talking SMAC !
C.K. Kumar
Thank You