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FROM DIGITAL MARKETING TO DIGITAL@SCALE
EMBRACE THE DIGITAL TRANSFORMATION
BY VINCENT LEE, DIGITAL TRANSFORMATION PM, PHILIPS January, 2015L I B L O G
AGENDA The digital marketing disruption
Time for Change: Digital Transformation
Digital@Scale
Questions and Answers
6 trends that redefine digital marketing
LBS2.0
Foursquare
iBeacons
NFC
AR
By customers By brands
Sales-oriented Insights-oriented
No real-time Real-time
What doesDIGITAL TRANSFORMATIONreally means?
Best Practices: Scalable 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 QUALIFICATION FUNNEL 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
5 phases of Scalable 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 QUALIFICATION FUNNEL 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?
Accelerate! Our worldwide, multi-year transformation 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-SalesAnalytics
Campaign
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!”
Digital@Scale: 6 digital capabilities
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)