When everything is becoming digital it is so important for organizations to transform themselves digitally. The presentation examines the characteristics of a digital organization and the roadmap that should be undertaken to bring about the digital transformation. Going further about the details of digital leadership principles and how do you successfully build an Online PR system.
2. The proliferation and convergence of digital technologies like SMACIT (Social, Mobile, Analytics, Cloud and
Internet of things) has created significant threats and opportunities to established companies. Business
leaders must rethink their business strategies and develop what we refer as digital strategy.
There are four keys to successfully defining and executing digital strategy
- zeroing in on a customer engagement or digitized solution strategy to guide the transformation
- building operational excellence
- creating a powerful digital services backbone to facilitate rapid innovation and responsiveness
- ensuring ongoing digital redesign
• Mobile apps, social media, artificial intelligence, cloud computing, Internet
of Things, and 3-D printing are changing the landscape in both private and
public enterprises, changing the way organizations assess opportunities,
develop and deliver products and services, and interact with customers.
• Digital technology also makes it possible for members of an organization to
self-organize and thereby avoid the delays, distortions, and other
damaging effects of hierarchically organized systems.
• But being a digital organization goes well beyond the technology
side. Digital is a mindset.
the digital organization
Anubha Rastogi | VSB
3. designing the digital organization
The digital organization is a powerful combination of:
• Human and digital agents working together
• Technologies that can potentially enhance everything –products/services, internal operations,
relationships with customers, etc.
• Members’ ability to self-organize, thus saving many of the costs of hierarchy and enabling collaborative
activities
Features Of Digital Organization
• Digital organizations are collaborative, agile, and non-hierarchical.
• They are populated by Millennials and digital agents who intelligently work
side by side.
• Digital organizations need digitally aware and adept leaders who can set the
digital agenda and create the context for the digitization of every relevant
aspect of their organizations.
• Digitization is occurring at an accelerating pace; successful digital leaders
need to synchronize their organizations to digital clock speed.
Anubha Rastogi | VSB
4. Anubha Rastogi | VSB
Digital transformation is the re-alignment of, or new investment in, technology to improve performance of an
enterprise.
It refocuses the thinking of the entire organization; it encourages innovation and explores new business
models to improve the experience of employees, customers, stakeholders and vendors.
digital transformation
• Companies face common pressures from customers, employees and competitors to begin or speed up
their digital transformation. However they are transforming at different paces with different results.
• Successful digital transformation comes not from implementing new technologies but from transforming
your organization to take advantage of the possibilities that new technologies provide.
Major digital transformation initiatives are centered on re-envisioning customer experience,
operational processes and business models. Companies are changing how functions
work, redefining how functions interact, and even evolving the boundaries of the firm.
• Successful DT does not happen bottom up. It must be driven from the top.
• Focus on the “how” more than the “what.” The most successful transformations
we have seen focus as much (or more) on how to drive change as on the
detailed content of the change. A compelling transformative vision, with
related engagement, governance and KPIs will allow people throughout the
enterprise to identify new “whats” to meet or extend the vision.
5. Anubha Rastogi | VSB
• Successful DT comes not from creating a new organization, but from reshaping the organization to take
advantage of valuable existing strategic assets in new ways.
• Companies can do much more to gain value from investments they have already made, even as they
envision radically new ways of working.
A comprehensive, standardized and integrated enterprise-wide digital transformation strategy will
holistically address:
The customer
experience, needs, and
how to best meet them
Operational &
Communications Plan
IT and HR
readiness
The Business Case
considerations
The existing digital
strategy
Which digital use cases
offer the highest value
to your targeted
audience
The capabilities
required to close
gaps
The overall business
vision/strategic
direction
Therefore,
• Business agility is the new definition of success
• Mobility & flexibility will be crucial
6. Anubha Rastogi | VSB
No Journey Looks The Same !
A customer-focused digital transformation is a unique journey for every business. It is one that often includes
unexpected detours that allow for continual refinement.
• Mindset: Broaden the definition of digital
• Connection: Discover how in love customers really are
• Leadership: Build momentum from the top
• Education: Teach the power of digital
• Teamwork: Encourage digital accountability
• Entrepreneurship: Commit to never being satisfied
• Planning: Invest beyond the here and now
18. Anubha Rastogi | VSB
Digital Transformation is NOT Just About
• Digital marketing
• Digital customer behavior
• Technological disruptions
• The transformation of paper into digital information
The design of a digital organization starts with a digital
business strategy. Here are just a few of the actions
business leaders can take to ensure a successful
digital business:
• Define a vision for a personalized customer engagement strategy or an integrated digitized
solutions strategy. While it's tempting to make progress on both fronts, it’s important to
choose the one that is most important for your business and stay focused.
• Identify critical deficiencies in your operational backbone and develop a plan of
attack to fix those deficiencies.
• Establish key parameters for your digital services platform, including what
services will be offered, how they will be accessed, and by whom.
• Establish metrics to track agility and innovativeness.
• Insist on cross-functional participation—and fast iteration.
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keys to success when designing
digital organizations
• Designing a digital organization is not for the faint heart.
• It requires big-picture thinking, a 24X7 approach to customer engagement, and new ways of working
throughout the organization.
• Nearly all companies today are making big bets on digital, but are they making the right bets?
• Companies with the highest profitability, efficiency, and customer satisfaction demonstrated superiority in
two areas: personalized customer engagement and integrated digitized solutions.
• Personalized Customer Engagement: The most successful companies generated deep
insights into their customers—and leveraged these insights to develop personalized
relationships, stay responsive to changing needs, and facilitate seamless engagement across
channels.
• Integrated Digitized Solutions: Top performers use data to enrich their product offerings
with meaningful insights. They develop digital or digitally enhanced products and services
that are responsive to new and emerging opportunities in the market and differentiated from
competitors’ offerings.
• With three core technology capabilities:
• Strong operational backbone
• Digital services platform
• Digital linkages
21. Anubha Rastogi | VSB
Online PR activity is closely associated with improving results from many of the other digital
marketing communications techniques in particular social media, SEO (link-building),
partnership marketing and viral marketing / word-of-mouth marketing.
Online PR can be a great, low-cost technique for making more people aware of your brand or
website, but it requires a lot of hard-work - there are no short corners.
online pr
22. Anubha Rastogi | VSB
To be successful with online
PR we suggest you review the
range of options that are
available for getting your
name out on to other websites.
We have developed
our Digital Marketing Radar to
help you think about all the
options available:
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key techniques for online pr
• Influencer marketing
• Online PR analytics
• Online PR outreach
• Online PR strategy
• Real-time marketing
• Reputation management
• Viral & word-of-mouth marketing
Use Google Alerts for SEO and PR
24. Anubha Rastogi | VSB
The New Rules Of Press Releases
• Don’t just send press releases when “big news” is happening; find good reasons to send them all the time.
• Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers.
• Write releases replete with keyword-rich copy.
• Create links in releases to deliver potential customers to landing pages on your Web site.
• Optimize press release delivery for searching and browsing.
• Drive people into the sales process with press releases.
• Publish your press releases through a distribution service
• A Selection of the Larger Press Release Distribution Services
• Business Wire www.businesswire.com PRWeb www.prweb.com
• PRNewswire www.prnewswire.com Market Wire www.marketwire.com
• Optimize your press releases for searching and for browsing
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roi of digital strategies
To understand what the ROI is, we need to understand what the goals or aims of the company are,
what they wish to get from a digital marketing campaign and then measure these goals.
For this we need to look at the Key Performance Indicators (KPIs) and the goals for each one.
Here are some types of key performance indicators:
1.General Performance - Traffic, leads, Reach
2.Channel Based - Website, blog, social networks, search engines
3.Source based performance - Direct traffic, Organic search, referrals, email, PPC
4.Campaign based performance - Lead generation, click through, conversions, conversion rates
5.Setting realistic and measurable goals
26. Anubha Rastogi | VSB
digital marketing
adding value to business
Digital marketing gives businesses of any size access to the mass market at an affordable price and, unlike
TV or print advertising, it allows truly personalized marketing. Specific benefits of digital marketing include:
• Global reach - a website allows you to find new markets and trade globally for only a small investment.
• Lower cost - a properly planned and effectively targeted digital marketing campaign can reach the right customers at a much lower cost
than traditional marketing methods.
• Traceable, measurable results - measuring your online marketing with web analytics and other online metric tools makes it easier to
establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to
your advertising. Web analytics can be set up to show you exactly how much money you make from each digital tactic.
• Personalisation - if your customer database is linked to your website, then whenever someone visits the site, you
can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile
and market effectively to them.
• Openness - by getting involved with social media and managing it carefully, you can build customer
loyalty and create a reputation for being easy to engage with.
• Social currency - digital marketing lets you create engaging campaigns using different types of rich
media content. On the internet these campaigns can gain social currency - being passed from user
to user and becoming viral.
• Improved conversion rates - if you have a website, then your customers are only ever a few clicks
away from completing a purchase. Unlike other media which require people to get up and make a
phone call, or go to a shop, digital marketing can be seamless and immediate.
Together, all of these aspects of digital marketing have the potential to add up to more sales.
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So Digital Technology adds value to businesses by providing :
• Improve Customer Service
• Personalized Customer Experiences
• Value-Added Services
• Higher search-ability and wider reach
• Role of mobile-friendly website in marketing
• Online reviews work
• Easy access to social media marketing
• Benefits of video marketing is huge
And that’s how you go about it
The Digital Roadmap !
28. Anubha Rastogi | VSB
security and privatization issue
with digital marketing
• Malware of All Sorts
• WordPress Security
• Non-Human Traffic
• Personal and Payment Details
• Social Media
• Customers as Threats
