Past, Present & Future of Digital Business
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Success factors, tips and experiences in e-commerce and digital business presented by Vic Morgan, digital entrepreneur and Managing Director of Venture Stream Ltd
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Past, Present & Future of Digital Business
- 1. Past, Present & Future of Digital Business Managing Director, Venture Stream vic@venturestream.co.uk 07971 462 737 www.venturestream.co.uk
- 2. Overview • Personal Background • Defining Digital • Success Factors, Tools and Tips • Questions
- 3. My Pre-digital Life Personal Background
- 4. My Pre-digital Life Personal Background
- 5. Personal Background Digital Inception: Apprenticeship with IBM
- 6. Personal Background Technology and Global Change: Live Aid
- 7. Personal Background Education – Crossroads of WWW
- 9. Startup #1: oneNest.com 1999 Personal Background
- 10. Office: Ground Zero New York City Personal Background
- 11. Startup #2: Ethicalsuperstore.com 2005 Personal Background
- 12. Make Poverty History Campaign Personal Background
- 13. Success Factors, Tools and Tips Entrepreneurship: Being Your Own Boss
- 15. Defining Digital
- 16. Success Factors, Tools and Tips Early Computers
- 17. Success Factors, Tools and Tips Then – A Website
- 18. Defining Digital Now – Blogs, Social Pages, Apps
- 19. Defining Digital Future – 3D Printers, Drones, Wearables
- 20. Defining Digital Evolution of Digital
- 21. Defining Digital Digital Becoming More About Old School Business
- 22. Defining Digital Digital as Enabler of Better Business R&D Manufacturing Marketing and Sales Customer Service Administration
- 24. Success Factors, Tools and Tips Digital Marketing Myth: Magicians
- 25. Success Factors, Tools and Tips Digital Marketing Reality: Architects and Accountants
- 26. Success Factors, Tools and Tips Digital Success Mindset: Obsess about Details
- 27. Success Factors, Tools and Tips Google Analytics
- 28. Success Factors, Tools and Tips Key Performance Indicators – The Key KPI
- 29. Success Factors, Tools and Tips Marketing: Goal Tracking
- 30. Success Factors, Tools and Tips Digital Innovation Myth: Field of Dreams
- 31. Success Factors, Tools and Tips Innovation: Minimum Viable Product
- 32. Success Factors, Tools and Tips Design: Win over Novice Users
- 33. Success Factors, Tools and Tips Design: User Experience and Testing
- 34. Success Factors, Tools and Tips Design: Responsive Websites
- 35. Success Factors, Tools and Tips Email Marketing: Subject Line Testing
- 36. Success Factors, Tools and Tips Social Networks
- 37. Success Factors, Tools and Tips Search Engine Optimisation (SEO): Content
- 38. Success Factors, Tools and Tips SEO Content Myth
- 39. Success Factors, Tools and Tips SEO Content – Not a Brochure but a “Free” Service
- 40. Success Factors, Tools and Tips SEO Content - Reputation Management – Be Honest
- 41. Success Factors, Tools and Tips Google Ads: Precision of Words
- 42. Success Factors, Tools and Tips Digital Advertising: Google Remarketing
- 43. Success Factors, Tools and Tips Online Retail: Follow the lead of Omni-channel
- 44. Success Factors, Tools and Tips People: Philosophy
- 45. Success Factors, Tools and Tips People: Skills vs. Experience
- 46. Success Factors, Tools and Tips People: Apprentices
- 47. Success Factors, Tools and Tips People: Agencies
- 48. Success Factors, Tools and Tips Tools: Go With Open Source / Widely Supported
- 49. ANY QUESTIONS?
- 50. Past, Present & Future of Digital Business Vic Morgan Managing Director, Venture Stream vic@venturestream.co.uk 07971 462 737 www.venturestream.co.uk
Editor's Notes
- I've had 30 years in my digital career - I really LOVE what I do and am keen to share my “digital” experience with you.
- I just turned 50 and been feeling nostalgic. My last year in high school in 1984 when I was 18. That’s when my pre-digital life ended!
- This is what I used to write papers with – Smith Corona.
- Everything changed the next year. The summer after my first year at University, interned at IBM on an internal Intranet system and won the naming competition with a cool name for a boring system -“VADERs”, short for Vendor Accounting Directory & Educational Review System.
- 2 billion people watching. Satellites beaming down. First time I had awareness of poverty in developing countries.
- After a couple years work experience enrolled at Havard. There a psychological career assessment indicated I was best suited to be a Park Ranger – seemed too late to turn back! Did road trip focused on telecommuting the information superhighway.
- In a internet café in New Mexico I stumbled upon an early incarnation of Yahoo on a 14K modem and I could see an entirely different road ahead.
- Having become best friends with two Bangladeshis, founded oneNest selling Fair Trade products from over 40 countries. Future Nobel Peace Prize winner Mohammed Yunus and Advisor.
- Great idea in an but untimely location. Shortly after 9/11, business sold to National Geographic.
- Loved using technology to make a difference. Moved to UK and started ESS. Grew to position of market leadership. Sold to a national fulfillment business in 2011.
- 20 year anniversary of Live Aid, Make Poverty History campaign. Lead efforts using digital to sell millions online.
- No such thing. Raised lot of venture capital. My customers, cause and investors were my boss. In my next business wanted to work an even more diverse group of customers.
- Digital marketing and technology consulting business helping businesses and public sector organizations including a number of schools grow their businesses using digital technology and marketing.
- Begs the question, what is digital?
- Back in the day it was all about computers. My portable “Compaq” computer in 1989.
- In the 90s, advice was simple. You need a website. This is Apple Computer’s.
- Digital has become more complex.
- And it’s getting even more complex and varied - a 3d printer, a drone, and a digital watch or Fitbit.
- A change is the air, in some ways digital is coming full circle (not actual time travel though that would be cool!).
- 15 years ago no-one would have put Argos on same page as Amazon in terms of e-commerce. When I was raising VC they would mock you if you said you wanted a store. Now a convenience to have stores.
- When I speak to business about digital more than ever talking about traditional foundations.... Digital is an enabler of better business using new tools. Success Factors and Tips – Marketing and Sales Focus.
- I work with clients ranging from startups to multinationals. Basic for some advanced for others - hopefully something for everyone. Focus of ideas is on growing your business. Will fly through and can field questions at the end.
- On the topic of marketing. Perception we are magicians or tricksters.
- We’re more like accountants and architects.
- Best tool for obsessing about the detail is GA. It's Free. Setup and use it. Consistently. Get training on how to use it. Export spreadsheets so others can see.
- Can get lost in GA – impressions, click through rates, AOV, bounce rate…. If can’t see the forest through the trees – focus on ROI – Return on Investment - the grandfather of all KPIs.
- If you’re going to report on ROI you need to track returns. If online retailer the most important one is sale but many B2B or schools think not for them. Track leads and contacts - ask your techies to add a simple code so you can track.
- If you build it they will come. Big tech project spend millions never even launched or way off the mark with customers.
- Start small. Get your idea quickly before customers. MVP. Silicon Valley startups follow. Fail Fast. Test and learn.
- So easy even a child can understand. Working for Organic baby clothes business. Social networking project on Pinterest So easy your Mum could understand. She never touched a computer. You get paid for that?
- Don’t just rely on experts but also get input from real users. Great service available called What users Do for User testing. Developing your website or an application, get real users on videos going through testing scenarios. Powerful insights
- Most traffic is on mobile or tablets. Best practice for websites is responsive or 1-size fits all. If you don’t have one or looking to change, consider Wordpress for B2B, Shopify and Magento for online retail have great off the shelf themes.
- Email marketing is still the most profitable form of digital marketing. More than 80% of people don’t open your emails. Test subject lines
- Not just where you are but what you do. Be consistent / treat like customer service not just advertising. LinkedIn under-utilised for B2B in terms of lead generation.
- In Search Engine Optimisation – How to rank high on Google, Content is has long been King but….
- Not all about out crazy virals. Puddlewatch.
- Don’t view website just as a brochure. Add value - if it's good for users Google will reward you. White papers. Tips. My mantra is Always be consulting. I will post this document on my website hopefully it will be useful to some.
- In a world of increasing transparency, managing your reputation online is critical part of digital success. Many of our clients view their customer ratings as a KPI. Be honest encourage reviews but don't fake.
- Google made navigating the web all about searching for keywords. Be careful in the detail – Eco vs. Green Kettle.
- We have clients with million £ Google Advertising budgets. Many small businesses ask me if they should be advertising. Ads on your own brands. Retargeting. 95%+ visitors don’t take an action.
- Could do an entire session about online retail. Not just about home delivery. Click and collect, mobile and tablets in stores. Other industries will follow. Follow the lead of online retail. We already a manufacturing client using click in collect in the their trade supply chain.
- In terms of who delivers digital for you. As general management theme I believe in Branson mantra - Put your people first they will look after clients.
- Prefer hiring experience AND skills. However not always possible. First ever specialist digital marketeer, I hired an experience sales pro who was a gamer to be my first digital marketing manager.
- I have benefited from programmes. Embrace these programmes, may have exposure to new ideas but don’t expect them to run your business.
- Agencies, have seen the good, the bad and the ugly, I try to be one of the good. Check out recommendations and discuss your business with them, good ones will audit you business first, don’t just get pitched on their service.
- Mentioned a number of tools. In general, don’t reinvent the wheel go for widely supported or open source solutions. They general offer better ROI and easier to switch internal or external support resource.
- Appreciate that was a very fast discussion but wanted to cover a lot of bases. Are there any questions you'd like to bounce off me?