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Change! Digital Transformation
The document discusses digital transformation and digital marketing at scale. It introduces 6 trends that are redefining digital marketing: products as services, experience as content, now as everything, location as engagement, virtual as reality, and real-web as communication. It then discusses the challenges of digital transformation and what it really means to transform digitally. The rest of the document focuses on digital marketing at scale, outlining 5 phases and 6 digital capabilities that companies need to embrace to achieve digital transformation. It provides examples of how Philips is undertaking a worldwide multi-year transformation program called "Accelerate!" that includes the Digital@Scale initiative.
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Change! Digital Transformation
- 1. FROM DIGITAL MARKETINGTO DIGITAL@SCALE EMBRACE THE DIGITAL TRANSFORMATION BY VINCENT LEE, DIGITAL TRANSFORMATION PM, PHILIPS January, 2015L I B L O G
- 2. AGENDA The digitalmarketing disruption Time for Change: Digital Transformation Digital@Scale Questions and Answers 6 trends that redefine digital marketing
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- 5. How Social Mediaand Digital Marketing will Evolve into 2015
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- 8. 6trends that redefine digitalmarketing
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- 23. LBS2.0 Foursquare iBeacons NFC AR By customers Bybrands Sales-oriented Insights-oriented No real-time Real-time
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- 34. Challenges of DigitalTransformation
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- 39. DON’T USE DIGITALMARKETING TO IMPROVE CONSUMER’S LIVES CHANGE THEM!
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- 45. Best Practices: Scalabledigital marketing Positioning Engagement Conversion Analysis Collaboration Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Positioning Engagement Conversion Analysis Collaboration IMPERSONAL DEMOGRAPHIC BEHAVIORAL GRANULAR 1:1 BATCH&BLAST LOGIC-DRIVEN DYNAIC CONTENT CONTINUOUS BUZZ REAL-TIME LEAD DUMPING LEAD QUALIFICATIONFUNNEL MANAGEMENT FUNNEL FLUIDITY FUNNEL MASTER BASIC METRICS MARKETING DASHBOARDDATA-DRIVEN DECISION 1 VIEW OF TRUTH REVENUE PREDICATABILITY NO COLLABORATION SURVEY/INSIGHTS IDEA CROWD-SOURCING C2M MAKER MOVEMENT Source: Oracle
- 46. 5 phases ofScalable digital marketing Positioning Engagement Conversion Analysis Collaboration Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Positioning Engagement Conversion Analysis Collaboration IMPERSONAL DEMOGRAPHIC BEHAVIORAL GRANULAR 1:1 BATCH&BLAST LOGIC-DRIVEN DYNAIC CONTENT CONTINUOUS BUZZ REAL-TIME LEAD DUMPING LEAD QUALIFICATIONFUNNEL MANAGEMENT FUNNEL FLUIDITY FUNNEL MASTER BASIC METRICS MARKETING DASHBOARDDATA-DRIVEN DECISION 1 VIEW OF TRUTH REVENUE PREDICATABILITY NO COLLABORATION SURVEY/INSIGHTS IDEA CROWD-SOURCING C2M MAKER MOVEMENT Where we are now?
- 47. Accelerate! Our worldwide, multi-yeartransformation program to change the way we do business and unlock our full potential. It consists of 5 initiatives End2End aims at redesigning our customer value chains to deliver superior customer/consumer value through faster, more agile and simpler processes, excellently executed every day. End2End consists out of 3 core deployment programs: Idea to Market, Market to Order, and Order to Cash Idea to Market Order to Cash 1. Customer Centricity 2. Resource to Win 3. End2End 4. Operating Model 5. Growth Culture Consumer and Customers Two way relationship Market to Order Empowers 17 markets and the global BGs with 6 common foundational digital capabilities impacting up to 4,000 marketers and up to 50% of the sales force Search Social E-Sales Analytic s Campaig n Content Currently there are five programs within Market to Order, one of them being Digital@Scale Channel CRM (M2O Excellence) Digital@Scale B2CB2B Winning Building Proposals Customer Financing Digital@Scale is part of the E2E and M2O initiative within “Accelerate!”
- 48. Digital@Scale: 6 digitalcapabilities Ensure BMC products, services, & solutions are found instantly and easily by customers. Includes: • Knowledge on search • SEA activation (paid) • SEO (organic) Ability to create and activate campaigns in cost effective way for multiple channels with targeted propositions that meet customer needs. Includes: • Capture data, Nurture campaigns, • Lead management, Fulfillment, A/B testing, • Campaign analytics, Integration with CRM platform Enable markets to work with data related to our digital performance and customer insights for fact based decision making based on enterprise data models and stores. Includes: • KPI Framework • Tag management • Reporting intake process Campaign Management Analytics Search Digital Sales Drive online ordering and fulfillment direct channel and toward e-trade partners. Includes: • E-trade • Flagship store • B2B Commerce Social Enable social listening, insights, engagement, community building and service. Includes: • Social listening & Reporting • Social care Content Management Have the right content at the right time on the right customer touch points. Includes: • Briefing, Creation, • Translation, Localization • Syndication & Publication (PAL)
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