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Change! Digital Transformation

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Advance Digital Transformation and Scale up your digital marketing

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Change! Digital Transformation

  1. 1. FROM DIGITAL MARKETING TO DIGITAL@SCALE EMBRACE THE DIGITAL TRANSFORMATION BY VINCENT LEE, DIGITAL TRANSFORMATION PM, PHILIPS January, 2015L I B L O G
  2. 2. AGENDA The digital marketing disruption Time for Change: Digital Transformation Digital@Scale Questions and Answers 6 trends that redefine digital marketing
  3. 3. The digital marketing disruption
  4. 4. How Social Media and Digital Marketing will Evolve into 2015
  5. 5. 10 consumer trends
  6. 6. 6trends that redefine digital marketing
  7. 7. Products as Services 产品即服务
  8. 8. Experience as Content 体验即内容
  9. 9. Now as Everything 现在即一切
  10. 10. Location as Engagement 位置即互动
  11. 11. KEY TECHNOLOGY
  12. 12. LBS2.0 Foursquare iBeacons NFC AR By customers By brands Sales-oriented Insights-oriented No real-time Real-time
  13. 13. Virtual as Reality 虚拟即现实
  14. 14. Real-web as Communication 互联即沟通
  15. 15. Tesla
  16. 16. Ginger IO
  17. 17. Hello!Digital Transformation
  18. 18. Challenges of Digital Transformation
  19. 19. What does DIGITAL TRANSFORMATION really means?
  20. 20. DON’T USE DIGITAL MARKETING TO IMPROVE CONSUMER’S LIVES CHANGE THEM!
  21. 21. CHANGE THEM!
  22. 22. Go!Digital@Scale
  23. 23. Scalable digital marketing
  24. 24. 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 QUALIFICATIONFUNNEL 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
  25. 25. 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 QUALIFICATIONFUNNEL 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?
  26. 26. 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-Sales Analytic s Campaig n 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!”
  27. 27. 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)
  28. 28. Thanks
  29. 29. Free discussion

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