No Digital Strategy
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The document discusses the lack of a proper digital strategy at many companies. It notes that 71% of CMOs feel unprepared for key changes in marketing like the data explosion, growth of channels and devices, and shifting demographics. The document advocates developing a customer-centric digital strategy focused on 8 questions: why, who, where, why engage customers, who will lead digital efforts, when to implement, how to train and test, and what future KPIs to track. It stresses that referral marketing will become most important and that companies must understand how digital will shape their future and how they can shape the future through digital.
No Digital Strategy
- 2. Do you really have a digital strategy?
- 3. Or do you have?...
- 4. 1. No Digital Strategy
- 5. 2. No Digital Strategy
- 6. 3. No Digital Strategy
- 7. Problem 1.
- 10. 71 % Data explosion 68 % Social media 65 % Growth of channel & device choices 63 % Shifting consumer demographics IBM Global CMO Study: “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study.”
- 11. % CMO´s who are unprepared to key changes in marketing. IBM Global CMO Study: “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study.”
- 12. CXO-level.
- 15. IT Department.
- 16. By the end of this year over 50% of workforce will be unsatisfied with their company IT equipment. Gartner 2008
- 17. The wrong people in the wrong positions.
- 18. In too many organizations.
- 19. Basically anyone expect you.
- 20. Basically anyone expect you.
- 21. Basically anyone including you.
- 22. Random quotes from the water- cooler.
- 23. “People do not buy our products from digital”
- 24. “People do not buy our products from digital” Yet.
- 25. “KPI? Is that a drug?”
- 26. “I want a Facebook page because the competitor has one”
- 27. “That is a security threat”
- 28. Business is increasingly driven more with data.
- 29. We can´t handle the data.
- 30. How you turn that data into information & knowledge?
- 31. How you turn that data into information & knowledge? And to action.
- 33. “Strategies are like a**holes. Everyone has one.”
- 34. Digital marketing strategy. Digital e-commerce strategy. Digital customer strategy Digital contacting strategy. Social media strategy. Social media marketing strategy. “I want to make myself important and order yet another” strategy
- 36. Strategy should answer one fundamental question.
- 37. Where is this company going?
- 38. Digital is the way to learn more about the customer & consumer.
- 39. Digital is way to serve them better.
- 40. Digital is way to serve them better. Sell more.
- 42. VISION CONCENTRATE ON THE ESSENTIALS CONSUMER INSIGHTS CRM ANALYTICS CONVERSATION SOCIAL MEDIA CUSTOMER SERVICE CONSUMER LISTENING
- 43. “The demand for something fundamentally new is completely unpredictable” http://www.fastcodesign.com/1663220/user-led-innovation-cant-create-breakthroughs-just-ask-apple-and-ikea
- 44. You need to know where customer wants to go next.
- 46. Eight questions for the digital strategy.
- 47. 1. Why?
- 49. Including Vision & Bottom-line.
- 50. 2. Who?
- 52. 3. Where?
- 53. 3. Where? Own, bought & created media.
- 54. Bought Own Earned Blogs Google Google CRM Forums SEM SEO YouTube Result-based Twitter advertising -channel Website App Newsletter Other video Mobile Facebook services marketing Own channels WOM PR Display DB+ CRM Pilots Bought Created (+video) channels DB
- 55. 4. Why again?
- 56. 4. Why anyone should care, participate or share?
- 57. 4. Why again? Social objects.
- 59. 5. Who?
- 60. 5. Who? Digital Team across the departments.
- 61. 6. When?
- 62. 6. When? Marketing, content & action plan.
- 63. 7. How?
- 64. 7. How? Training & testing.
- 65. Pilot A evaluation Twitter- pilot Pilot B definition Google+ -pilot Pilot C definition Starting Target Pilots Evaluation New social Next pilots point setting media ecosystem
- 66. 8. What´s next?
- 67. 8. What´s next? KPIs.
- 68. TRAFFIC INTERACTION LEADS SALES REFERRAL REACTION ANALYSIS COMPANY RELEVANT DISCUSSION GENERAL DISCUSSION
- 69. Referral will become the most important KPI for the Future companies.
- 70. “Millennials trust UGC more than their family & friends when making purchase decisions.” Bazaarvoice: Talking To Strangers-Millenials Trust People over brands
- 71. Main Question.
- 72. How will digital shape our business in the future?
- 73. How our business can shape the future with digital?
- 74. Digital DNA
- 75. Digital DNA In People
- 78. The End.
- 79. The End. Riku Vassinen http://rikuvassinen.com