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6/10/2013

2. About Ajit
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Associate Vice President, Digital Transformation, Infosys Limited
Founding Editor of XML Journal
Erstwhile J2EE Editor of Java Developer’s Journal/SOA Journal
125+ articles
20+ conferences, US and international
20+ years in IT and Marketing
I have a collection of 20,000+ comic books
6/10/2013

3. About this session
I will cover
Positive
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Digital marketing trends
The digital consumer
Omni-channel marketing
Cloud enabled marketing
Big data enabled marketing
Delivering digital marketing
I won’t cover
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Cloud infrastructure
Big data technologies
APIs and design patterns
Java, XML, .NET, HTML5, …
The answer to life, the
universe, and everything
(cause we all know it is 42)
I hope to make this session informational, interactive, and entertaining
6/10/2013
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4. The Yin and Yang of the Digital
Enterprise
 Build the brand
 Promote the Brand
Digital Commerce
Digital Marketing
 Sell the product
 Manage the order
 Preserve the Brand
 Serve the customer
 Promote loyalty
 Promote Loyalty
6/10/2013
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5. Targeting the digital customer
Digital Commerce
Digital Marketing
6/10/2013
Consumers
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6. Reaching the digital customer
Personalized
Campaigns
Actionable
Consumer
Insights
Order
management
Multichannel
Reach
The Digital
Enterprise
Superb
Buying
Experience
6/10/2013
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Ubiquitous
Virtual Stores
Social
Collaboration
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7. The Digital Consumer Journey
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Engagement
EVALUATE
Discovery
Reviews
Brand Strength
Word of Mouth
BUY
CONSIDER
use
PURCHASE
Introduction
Experience
Sentiment
Commitment
Post-purchase Research
Sentiment
LOYALTY
Advocate
6/10/2013
EXPERIENCE
Validation

8. 8
Five recent enablers
Enabling Infrastructure
virtual, open,
scalable and secure to create
a timely, consistent experience
Smart Devices
Connect consumers anywhere,
anytime to the things they
need and want
Partner Ecosystem
Focus on consumer experience
through Innovative collaboration to
satisfy consumer expectations
6/10/2013
Integrated Applications
Deliver a seamless
experience across channels
and functions
Actionable Intelligence
Valuable data to drive new levels of
targeting, personalization, and
measurement enabled by
technologies

9. There’s a new C in town
6/10/2013
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10. Digital Marketing Trends
Predictive Analytics
Actionable Insights
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11. Digital marketing projections
6/10/2013
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12. Digital Marketing on the Cloud
Deployment
Models
BPaaS
Public
SaaS
PaaS
Hybrid
IaaS
6/10/2013
Private
Community
@2013 Infosys Limited
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13. 13
6/10/2013
Tablet
Mobile
Social
In-store
Kiosk
Call Center
Marketing
Commerce
Systems
Data
Hosting
@2013 Infosys Limited
Print
Support
Sell
Promote
Insights
Digital architecture
Omni Channel Delivery
Desktop

14. DM components and participants
Marketing Component
Marketing Mgr.
Brand Mgr.
Creative Agency
Web/Mobile/Social Development
Campaign Workbench & Workflows
Campaign Project Management
Collaboration Portal
Marketing Dashboard
Agency Dashboard
Campaign Management
Web and Customer Analytics
Web Content Management
Digital Asset Management
Customer Data Store
Unified Customer Profile Store
Marketing Web Services
Hosted Platform
6/10/2013
@2013 Infosys Limited
Dev. Agency
IT Operations
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15. Why Cloud and Big Data?
6/10/2013
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16. What makes a successful digital
marketing initiative?
“Right-sized” services
that demonstrate an
understanding of the
organization’s
environment,
ecosystem,
stakeholders, and
business drivers
Maintaining the fine balance
between speed to market, cost,
and flexibility by leveraging the
optimal mix of technologies,
products, and processes
The Internet CLOUD
Deploying once, delivering
everywhere, but to the
same consumer, one that
And BIG
you know very well
Leveraging
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DATA ANALYTICS
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17. Delivering Digital Marketing
Marketing Program Size/Maturity
Large digital marketing
transformation
Business Drivers
Services
Campaign
effectiveness
Multi-channel
marketing
Medium digital marketing
transformation
“Baby-steps” strategy
DM
Consulting
Marketing
Strategy
Project and
Program
Management
Brand &
Agency
Liaison
Agency
Training
Marketing
Analytics
Social
Listening
Competitive
Intelligence
Analytics &
Reporting
Audience
Intelligence
Web Site
Development
Digital Asset
Development
SHARED SERVICES
Mobile
Development
Customer insights/
3600 view
Global vendor
consolidation
Site and
Campaign
Support
Governance
and
compliance
Central Operations
with Global Control
Central Operations
and Local Control
Regional
Testing and
QA
Web Site
Hosting
Customer targeting
Agency
Scorecard
Agency
Workbench
Digital Marketing
globalization
Campaign
Management
Customer
Analytics
Site and Asset
Migration
Campaign
Project Mgt.
Collaboration
Portal
Marketing
Dashboard
SHARED COMPONENTS
Largeservice agencies
Full digital marketing
transformation
Web Content
Management
Digital Asset
Management
Creative and digital
development agencies
Agency Relationship
6/10/2013
SEO
Customer
Data
Management
Brand Presence
@2013 Infosys Limited
Marketing
Web Services
Single/Limited
Market
Agency
Dashboard
Multi-category
brands
Unified
Customer
Profile Store
Single-category
brands
Creative-only strategy
“Baby-steps” agencies
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18. Delivering digital marketing
On the Cloud
Shared Cloud Services
Cloud Services
Cloud Services
 Managed infra
 CDN and Video
 Tech. stacks
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Managed infra
CDN and Video
Tech. stacks
Development
Cloud Services
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Managed infra
CDN and Video
Tech. stacks
Development
MRM
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Managed infra
CDN and Video
Tech. stacks
Development.
MRM
Campaign Mgt.
Analytics
Full-service
Agency
Design and
Content Agency
Creative only
Agency
Agency handles all
aspects of digital
property development
Agency does the
creative and the
content and campaign
management
Campaign
planning only
Agency
Agency does the
creative and campaign
management
Agency only assists in
campaign planning
Agency Services
6/10/2013
Cloud Services
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19. Architecture
Delivering Digital Marketing
6/10/2013
@2013 Infosys Limited
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20. Clients
Delivering Digital Marketing
“GLocal” execution was key, benefits of
scale without reduction in agility,
flexibility
End-to-end centrally managed global
services ensured compliance
Adoption required providing value
above what is obvious
6/10/2013
@2013 Infosys Limited
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Thanks!!
Ajit_Sagar@infosys.com
AjitSagar@gmail.com
6/10/2013