We all make mistakes, but these 7 Deadly Digital Sins need to be avoided to keep your company running smoothly. It's not too late to watch this gem of a webinar.
Sin. A negative and serious act that all humans commit—businesses too. In the manufacturing and distribution industries, organizations often commit destructive behaviors that can sabotage digital best practices, creating challenges across the value chain that create tension for commerce giants.
The webinar will cover:
- The “Seven Deadly Digital Sins” committed in each industry and how it impacts the commerce landscape
- Changing B2B and B2C trends and how to cope
- How to activate a digital transformation in an organization
Listen in and renew best practices to keep your digital marketing driving revenue, and build a plan to address any sins that are threatening it.
All organizations manage product information management. As a society when we say PIM, we say software. It's still a little muddy. Make the point that organizations are managing their product information, they're just doing it badly. PIM Software is answer to all these questions. But we don't want to say you need PIM software. When we talk about Product Information management as a function in an organization v. PIM as a tool to help you do it better, spell it out and make sure we're very clear. The rest of the lunch & learn isn’t about Ntara and inRiver; it’s about the manufacturing industry and how PIM can be transformative for your business. You’ll know when to call us and the reasons to work with us. Today is successful if you can take something back to your organization that you didn’t already know.
https://www.gotquestions.org/consequences-of-sin.html
Each year, the Athenian citizens who were eligible to vote would determine who would be ostracized that year for up to 10 years.
Greek mythology – Furies – snakes for hair, dole out punishment for sin
https://www.gartner.com/smarterwithgartner/what-sales-should-know-about-modern-b2b-buyers/
http://www.customerexperienceinsight.com/b2b-relationships-lack-trust-loyalty-3-ways-to-rebuild-now/
Talking points:
According to the CEB, now Gartner, 2017 Account Growth Diagnostic, Making a large purchase can take much longer than in the past, despite increased access to information. “With more information, options and people involved in a buying process, buyers are paralyzed when trying to move forward,” says Brent Adamson, principal executive advisor at Gartner.
Increased access to information — from product reviews to pricing comparisons — has left many buyers feeling overwhelmed. “In recent research, we found 15% of the customer purchase process is spent on the deconfliction of information,” says Adamson.
Digital selling: reinventing sales to stay relevant to changing B2B buyers
Visual Source: CEB 2017 Digital B2B Buyer Survey
Stat source: https://www.gartner.com/smarterwithgartner/what-sales-should-know-about-modern-b2b-buyers/
Talking points:
A digital marketing strategy should be specifically designed to help buyers through the early, middle and late stages of the purchase process.
Digital and one-on-one interactions are parallel experiences that support the buyer journey. “Just because in-person begins doesn’t mean online ends,” says Adamson.
Customers rely heavily on company websites to help them accomplish specific buying tasks.
Subtitle would be how they’re committing the sin
http://adage.com/article/digital/80-companies-increase-digital-marketing-budgets/296814/
Https://marketingland.com/house-marketing-better-using-agency-197215
Talking points:
Turnover is an issue in this field—it’s a candidate’s market and people are hopping around to find the best jobs.
There is a
Turnover is typically higher at larger companies, whereas agencies typically experience less turnover due to the variety of work their companies offer.
https://www.forbes.com/sites/forbesagencycouncil/2017/07/20/the-pros-and-cons-of-in-house-and-outsourced-tech-teams/#305b8f3a77f8
Talking points:
In house: Expectation of customization from customers. Unnecessary levels of customization to block upgrade path. What are you experts in? Do you want to build IT team that are experts in web development and application support and PIM in all these platforms/languages? There are people who specialize in this. If you customize everything and it’s not tied to governance or upgrade path, you’re going to get behind. Customizing software for existing business and technical requirements. Need to address core issues instead of what needs to be fixed.
Outsourcing: can learn from others’ mistakes in a way you can’t. They are exposed to other customers in the same industry, and different ones.
Retail example – talk to someone about product, get sold on it, go to retail, it’s not there.
https://www.facelet.com/en-us/blog/why-you-need-an-omnichannel-strategy-for-your-retail-business/
Back to ancient romans – Jupiter, God of thunder
And not just in the context of retail. Some time ago people could eat pizza only in pizzerias, now it’s no problem to order it in few taps via a mobile app. One single tweet with a pizza emoji can order a pizza. They’ve even created shoes that order pizza (pie tops! - $450 on ebay).
Yes, it’s retail, and yes, it’s pizza, but that’s the point! If we can do this for something as inconsequential as pizza, why do we think this service wouldn’t be appreciated for spare parts in the field, lifesaving medications, or critical IT infrastructure projects?
https://squareup.com/townsquare/why-you-need-to-go-omnichannel-now
Andy to send presentation from Hunter with stats on omnichannel
How much more valuable are omnichannel customers?
Talking points:
Customers research online and buy in-store
Customers love ecosystems with omnichannel touchpoints
With every additional channel they use, shoppers spend more money in the store.
For example, customers who use 4+ channels spend 9% more in the store, on average, when compared to those who used just one channel.
Rising tide raises all ships: distributors-don’t be afraid of manufacturers going direct.
https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2018/03/28/going-omnichannel-how-to-get-started/#34b599fd5355
Subtitle would be how they’re committing the sin
https://insight.kellogg.northwestern.edu/article/when-retail-prices-cross-the-line
All Brands Need A Full-Fledged Digital Commerce Strategy
All Brands Need A Full-Fledged Digital Commerce Strategy
With this model – someone else is responsible for representing your brand, and brands. Still. Matter.
Pampers brand is ENOUGH. But Amazon can help mine product reviews and across other brands and Amazon’s brand of wipes is killing Pampers.
Amazon beats Pampers in search results for the keywords “pampers baby wipes” with Amazon branded products displaying in search results first.
Subtitle would be how they’re committing the sin
Everybody wants something special. Every distributor is clamoring for a differentiator.
What’s to stop you from working with your industry’s governing body to put together minimum requirements?
HIDA’s core 23 attributes were developed by HIDA’s PIM workgroup of medical-surgical device manufacturers and distributors, are vital for e-commerce collaboration between trading partners.
Subtitle would be how they’re committing the sin
People go to manufacturers first for product information. They trust them more than anyone else.
Talking points:
And, rather than being wary of surrendering their data,
https://blog.hubspot.com/marketing/marketing-personalization-examples
Every Target customer is assigned a Guest ID number after the very first interaction with the brand. That ID is used to store the customer’s demographic information, ranging from ethnicity to job history, and to track buying behavior. And by doing the latter, specifically with those who had baby registries with the store, Target’s marketing analysts were able to form a “pregnancy prediction” score, which allowed them to determine which purchasing patterns indicated a customer was in the early expectant stages.
It was a game changer. “Once consumers’ shopping habits are ingrained,” Duhigg writes, “it’s incredibly difficult to change them.” That is, until, a major life event takes place, like finding out that a baby is one the way. That’s when routines are forced to change. Suddenly, there’s a deadline, and people start to buy products that they never previously considered, like “cocoa-butter lotion” and “a purse large enough to double as a diaper bag,” the article says. Those are the behaviors that trigger Target’s pregnancy prediction score, prompting the customer to receive special deals on baby-related items.