Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Building a successful Multi-Screen Digital Strategy

1.073 Aufrufe

Veröffentlicht am

New digital channels are popping and adopted by customers everyday in a growing pace. Organizations need to develop a strategy that will enable fast response and service exposure on every new channel. The digital strategy should contain 4 main pillars to be successful: Customer engagement strategy, rapid development process, measurement and optimization means and an enabling technology infrastructure. Presentation discusses how to put it all together.

Veröffentlicht in: Marketing, Business, Technologie
  • Loggen Sie sich ein, um Kommentare anzuzeigen.

Building a successful Multi-Screen Digital Strategy

  1. 1. DIGITAL MULTI SCREEN STRATEGY 2013 December 2013 Shay Rosen, Head of Strategy & consulting
  2. 2. SHAY ROSEN Head of Strategy & Consulting realcommerce Shayr@realcommerce.co.il http://www.linkedin.com/in/shayrosen http://www.facebook.com/shayrs http://www.slideshare.net/shayrs M: 052-5118539
  3. 3. Major change in day to day life
  4. 4. 2010
  5. 5. 1ST MULTI SCREEN STRATEGY WWW app
  6. 6. Mobile web
  7. 7. 1990’s
  8. 8. 2000’s
  9. 9. 2008
  10. 10. 2010
  11. 11. 2014 ?
  12. 12. 2014
  13. 13. Change is the only constant.
  14. 14. SO? What do we need?
  15. 15. A Multiscreen Strategy
  16. 16. • • • • • Clear Customer Engagement Strategy Rapid Development process Measurement and Optimization Enabling infrastructure Braveness
  17. 17. • • • • • Clear Customer Engagement Strategy Rapid Development process Measurement and Optimization Enabling infrastructure Braveness
  18. 18. MULTI SCREEN Ecosystem 1024px Self care/ commerce app(s) 800px Marketing app(s) 640px Innovation App(s)
  19. 19. Types of Customer Engagement Attract/ Provide info Potentials Website/ Marketing app Casual Create relationship Website/ Self care app Regular Retention Self care app
  20. 20. REAL LIFE CUSTOMER BEHAVIOR
  21. 21. The Multi Screen Customer Journey Awareness Attraction Website Mobile Website Mobile app Consideration Information Decision Tools/ upsell Purchase Sales Post Sale Service
  22. 22. 3 Key questions to ask Frequency of use Importance of UX Type of customer High Low Critical Not Critical Existing New app Web app Web app Web
  23. 23. USAA – MULTI SCREEN + INNOVATION
  24. 24. A MULTI SCREEN ORGANIZATION
  25. 25. A MULTI SCREEN ORGANIZATION
  26. 26. Case Study (1) – Supermarket Chain Expected frequency of use: Once a week Importance of user experience: Critical Type of customer: Existing
  27. 27. Supermarket Multi Screen Customer Journey Awareness Attraction Website Mobile Web Mobile app Consideration Information Decision Tools/ upsell Purchase Sales Post Sale Service
  28. 28. Supermarket Chain Strategy – Website + app
  29. 29. Case Study (2) – Strauss Water Israel Expected frequency of use: not frequent Importance of user experience: medium Type of customer: New & Existing
  30. 30. Strauss Water Multi-screen Customer Journey Awareness Attraction Website Mobile Web Mobile app Consideration Information Decision Tools/ upsell Purchase Sales Post Sale Service
  31. 31. • • • • • Clear Customer Engagement Strategy Rapid Development process Measurement and Optimization Enabling infrastructure Braveness
  32. 32. Development process Today Briefing RFP UI Design Spec Dev
  33. 33. Rapid Development process UI Design Spec Dev
  34. 34. Rapid Development process UI Design Spec Dev
  35. 35. Rapid Development process UI Design Spec Dev
  36. 36. Rapid Development process UI Design Spec Dev
  37. 37. Rapid Development process UI Design Spec Dev
  38. 38. Measurement and optimization UI Design Spec Dev Optimize Measure
  39. 39. • • • • • Clear Customer Engagement Strategy Rapid Development process Measurement and Optimization Enabling infrastructure Braveness
  40. 40. Enabling infrastructure Company’s Legacy system’s CRM ERP Finance Customer facing apps – Web, mobile, tablet etc.
  41. 41. Enabling infrastructure Company’s Legacy system’s CRM ERP Finance Integration Layer Application Layer CMS Customer facing apps – Web, mobile, tablet etc.
  42. 42. Enabling infrastructure Company’s Legacy system’s CRM ERP Finance Integration Layer Application Layer CMS Customer facing apps – Web, mobile, tablet etc.
  43. 43. Architecture
  44. 44. • • • • • Clear Customer Engagement Strategy Rapid Development process Measurement and Optimization Enabling infrastructure Braveness
  45. 45. • • • • Launch Make mistakes Measure, Listen to feedback Get better
  46. 46. Wrap up Change is the only constant Create an enabling infrastructure Shorten development cycles Keep the customer journey in mind Learn on the go Listen – Get better 30% of your traffic comes from Non Desktop devices. It’s only growing. Multiscreen is here to stay!
  47. 47. How can realcommerce help? Plan your Multi-Screen strategy right Create a winning UX& UI on all screens Build a robust Mobile Development Infrastructure with Plan & develop Native & Hybrid smartphone apps Responsive website
  48. 48. THANKS! December 2013 Shay Rosen, Head of Strategy & consulting
  49. 49. SHAY ROSEN HEAD OF STRATEGY & CONSULTING REALCOMMERCE Shayr@realcommerce.co.il http://www.linkedin.com/in/shayrosen http://www.facebook.com/shayrs http://www.slideshare.net/shayrs M: 052-5118539

×