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Implications for Brands, Agencies and Consumers
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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
@[email protected]/in/ivanfernandeswearedbp/