Demystifying Digital transformation
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The document discusses digital transformation (DT) in B2B marketing, emphasizing its importance in enhancing efficiency and brand evolution. It outlines key principles for successful DT, such as focusing on user experience, fostering a supportive culture, and adopting an agile mentality. The conclusion highlights the need for continuous learning, experimentation, and alignment within the organization to achieve lasting transformation.
Demystifying Digital transformation
- 1. DEMYSTIFYING DIGITAL TRANSFORMATION B2B Marketing Ignite, London, UK: MarTech Stream Danny Bluestone
- 2. HELLO. I AM DANNY.
- 3. Introducing Digital Transformation Why is DT relevant? What is DT? What impact does it have? Our Digital Transformation Principles 1. People and culture 2. The lean way 3. Internal learning 4. Spreading the word 5. User experience 6. Agile thinking Takeaways TODAY
- 4. BUSINESS TRANSFORMATION VS DIGITAL TRANSFORMATION EFFICENCY BUSINESS TRANSFORMATION COSTSPROCESS TECHNOLOGY USER CENTRED CULTURE MARKETING TECHNOLOGY PROCESS BRAND DIGITAL TRANSFORMATION User experience research, architecture and design People focused performance Strategy, analytics and optimisation Progressive web application and system development Project management and agile operations Vision and platform development Copyright Cyber-Duck Ltd
- 5. WHY IS DIGITAL TRANSFORMATION SO RELEVANT?
- 7. MILLENIALS
- 9. EFFICIENCY
- 11. Digital transformation is ‘user focused’ business transformation. Its purpose is to be a catalyst to brand, efficiency and people initiatives* *technology is an enabler WHAT IS DIGITAL TRANSFORMATION
- 12. Digital transformation requires a lot of energy to get right and needs three human ingredients: Boldness, Inclusiveness and Grit WHAT IT TAKES TO GET IT RIGHT
- 13. THE IMPACT OF DIGITAL TRANSFORMATION
- 14. It affects everyone from leadership, sales, marketing and legal all the way to HR, finance and our suppliers. Oh, and the customer… WHO IT IMPACTS
- 15. “…Usually, you have to run everything the through legal, operations, and IT — that’s where the quality usually stops but those groups were involved from the beginning and cared passionately about the guest experience.” VIRGIN AMERICA
- 16. It is very easy to start but selecting the right people and partners is hard. WHO SHOULD DRIVE DIGITAL TRANSFORMATION
- 17. Part of the design process should include the assessment of risks and opportunities. WHO SHOULD DRIVE DIGITAL TRANSFORMATION
- 19. Develop a DT focused culture PEOPLE1/6
- 20. Set a vision We choose to go to the moon
- 21. Create alignment Nominate your internal ambassadors
- 22. Build pinnacles Start with ‘why’ to articulate the mission
- 23. "It's no longer the big beating the small, but the fast beating the slow.” - Eric Pearson, CIO, CIO, International Hotel Group (IHG)
- 25. Create bold experiments Create ‘validated products’ and learn through the data
- 26. Research edge cases Expand your horizons by promoting accessibility
- 27. Start with low fidelity Less is more; start out with a trial to see if it works
- 28. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin
- 29. Knowledge is power INTERNAL LEARNING3/6
- 30. Empower your team When transforming, clarity and understanding is pivotal
- 31. Educate via entertainment Integrate HR into your digital transformation
- 32. Invest in the supply chain From contractors to service providers
- 33. "If the rate of change learning outside your organisation is faster than the rate of change learning inside, you’re already dead.” Jack Welch, CEO of General Electric between 1981 and 2001
- 35. The growth hacker’s mindset Build a product that people with an active community
- 36. Connectedness is what sells Think about how connections aid brand awareness
- 37. Leverage AI capabilities Voice search will conquer 50% of all search by 2020
- 38. “I believe the guiding star for marketing, and digital, for 2017 will be: Focus… Businesses want growth, brands want saliency in a cluttered landscape, but there is not the money to ‘throw a lot at the wall and see what sticks’ so focus has to be the answer.” Ashley Friedlein @ Econsultancy
- 39. User experience Focus on the user5/6
- 40. ≈ Plan cohesive user journeys A solid UX architecture is core to digital transformation
- 41. Uncover the gems Act like a detective to understand what makes users tick
- 42. Test many variations Instigate a culture of split testing 10.7% conversion Original design Winning variation - 4.2% increase in sales 6.6% conversion
- 43. “A picture is worth a thousand words. An interface is worth a thousand pictures.” Ben Shneiderman, Designing the User Interface, 1986
- 45. ≈ Sprint your way to success Use sprints to test concepts or features quickly
- 46. Chief Digital Officer VP of Disruption VP of Hype VP of Buzzwords Director of Strategy Director of Ambiguity Director of Shiny New Things Director of Overpromise Manager of Business Results ≈ Narrow down the focus Build an organisation with functional responsibilities
- 47. “Success is not delivering a feature, it is learning how to solve the customer’s problem” Eric Ries, The Lean Startup
- 48. CONCLUSION
- 49. CONCLUSION 1. Develop a vision, create alignment and a ‘can do’ culture 2. Experiment and research edge cases, but start small 3. Create pinnacles and broadcast them to everyone 4. Make your DT connected to influencers and new tech 5. Don’t ponder too long about sprints, they can ideate prototypes 6. Remember that DT never ends, it is an ongoing process
- 50. @CYBERDUCK_UK THANKS FOR LISTENING All images in this presentation are copyright of their respective owners