wearedbp.com (Extented): Digital Transformation - What's Next?

Implications for Brands, Agencies and Consumers

www.wearedbp.com

Digital Transformation: What's Next?

Ivan Fernandes, Founder of Digital Business Partners -wearedbp

Cutting Edge Marketing and PR Conference 2013

“There is nothing permanent except change”

Heraclitus, 544 BC - 483 BC  

CONSUMER BRAND

CONSUMERS EXPECT TO FIND BRANDS IN THE DIGITAL SPACE

Leverage. Transform. Deliver.

DIGITAL BRAND

SUCCESSFUL BRANDS OF THE FUTURE ARE DIGITAL AND CUSTOMER FOCUSED

Leverage. Transform. Deliver.

DELIVER THE FUTURE

DIGITAL BRANDS’ DEFINE AND DELIVER FUTURE BRAND EXPERIENCES

Leverage. Transform. Deliver.

BEYOND MARKETING

FUTURE BRANDS’ HAVE A PROFOUND UNDERSTANDING OF DIGITAL IMPACT TO HELP RESHAPE THEIR FUTURE

Leverage. Transform. Deliver.

UNDERSTAND VALUE

UNDERSTAND AND RESPOND EFFECTIVELY TO THE DEMANDS OF DIGITAL INNOVATIONS AND DIFFERENT TYPE OF CUSTOMERS

Leverage. Transform. Deliver.

DEVELOP VALUE

USE DIGITAL TO CREATE VALUE THROUGHOUT THE VALUE CHAIN

Leverage. Transform. Deliver.

ONE GOAL

CONSTANT EFFORT TO INCREASE DIGITAL VALUE

Leverage. Transform. Deliver.

TECHNOLOGY DATA CONSUMER

BRANDS

AGENCIES

“Necessity... the mother of invention”Plato, 427 BC - 347 BC  

LEVERAGE DIGITAL TECHNOLOGY FOR OPTIMAL BUSINESS ENGAGEMENT

THINK BIG, THINK AHEAD, THINK DIGITAL

EMBRACE TECHNOLOGY FOR COMPETITIVE ADVANTAGE AND DEFINE THE FUTURE ON YOUR OWN TERMS

FUTURE BRANDS ARE ABOUT WHAT THEY DO, NOT WHAT THEY SAY

CHALLENGE THE STATUS QUO, BE AN INSPIRING BRAND

TOWARDS TRANSPARENCY AND BETTER BRANDDECISIONS

“All men by nature desire knowledge”Aristotle, 384 BC - 322 BC 

Marketing on demand

• Consumers are accessing multiple information sources in their digital research

• Moving from always “on” to always relevant

• Communicate with customers in a number of ways

• Spend your budget where and when it matters

• Best way to get closer to customers is to understand their behaviour

• Let your customers tell your story• Personalize the consumer experience

The most powerful part of marketing today is data

• Data integration is what enables the business perspective

• Create a complete picture of the customer

• Create a true multichannel operation• Greater ability to act• Make smarter, more informed

decisions about where to allocate your budget

Access to the vast amount of digital data

• The more data-rich your business becomes

• The more important it is to ask the right questions

• Good questions should identify the specific decisions

• More accurate views of opportunities and risks

Build a 360-degree view

• Put the customer at the centre of business decisions

• Understand the lifetime value of a customer

• The combination of big data and analytics offers new opportunities

• Find out what matters for your customers

Customer value is not constant

• Understand consumer needs and attitudes

• Identify consumer segments• Quantify how much your customers

are worth to your business• Identify the most valuable

prospective customers• Identify customers who matter the

most and reward them• Encourage customers to buy more,

and more often

Improve ability to target the highest-value opportunities

• Scope richness of your customer data• Develop marketing programs that

cost less and return more• Understand who are the influencers• Develop tailored offers based on

expected customer value• Apply advanced analytics to

consumer data• Map the decision journeys of your

target segments

Harness customer data

• Organizational commitment • Analyse the right data• Develop the right analytical

capabilities • Cultivate the right methods so your

business can act and make decisions differently

“Be as you wish to be seem”Socrates, 469 BC - 399 BC

THE FUTURE IS NOW

RAISE THE BAR

CULTURE OF INNOVATION

EMBRACE THE DIGITAL AGE

BEYOND MARKETING

DELIVER CONVENIENCE

DELIVER ENGAGEMENT

DELIVER SUPERIOR EXPERIENCE

Final Thought's

TECHNOLOGY DATA CONSUMER

BRANDS

AGENCIES

Leverage Technology

Transform your

Thinking

Deliver “Real”

Experiences

Thank You!

www.wearedbp.com

Ivan Fernandes, Founder of Digital Business Partners - wearedbp

@wearedbpivanf@wearedbp.comuk.linkedin.com/in/ivanfernandeswearedbp/