Businesses are competing in a rapidly evolving digital era by tapping the triple play of social media, mobility and cloud computing

1. eBusiness Strategy Connected Customers Enabled Employees Integrated Partners Andy Roy June 2011

3. How do we innovate to win in the market? How can digital grow our business? Technology Marketing CMO CIO

4. How do we survive and succeed? Technology Marketing CEO CMO CIO Art of the Desirable Science of the Scalable

5. The Evolution of Marketing Past Interruptions Messages Demographic Personas Publicity Present Involvement Experiences Behavioral Personalized Peer Influence

6. The Evolution of Marketing Reaching an Audience Creating Experiences Involve Interrupt Consideration Conversion Awareness Advocacy Loyalty u u u Sales Owned Content Shared Content Paid Impressions Earned Influence

7. A Shift in Marketing Spend Broadcast  Promotions  Campaigns  Social Media  Mobile Devices  Platforms & Experiences  Databases & Analytics 

9. eBusiness Transformation The foundations of business are being re-wired and re-designed. Socially derived user experiences Cloud based application services Mobile, localized access Customer service re-defined

10. Traditional Customer Relationship Research & Development Operations Marketing & Sales Corporate Comm Human Resources Customers eBusiness: a 360 Customer Relationship Research & Development Operations Marketing & Sales Corporate Comm Human Resources Customers

11. Platforms = Scale The foundations of eBusiness

12. Intelligent Marketing Platform Experiential: Engaging & Relevant Multi-Channel: Be Where the Action Is Data Driven: Insights & Analytics

13. Intelligent Marketing Platform Evolving a scalable platform across multiple campaigns changes the game: New  No Surprises Complicated  Fast and Easy Unaffordable  Feasible

14. Intelligent Marketing Platform Making new media efficient for marketers Addressable: targeted, personalized, relevant Measurable: analytics, monitoring Compliant: privacy, child safety, transparency

15. Web Content Management Content is still king. It must be delivered across many channels. Use your social voice to reach customers Create “insanely great” ways to enjoy content Leverage analytics to target and optimize

16. Cloud Applications & DataSmarter Everything Lower cost, faster implementation, easier access: what’s not to like? Programmable Web: help customers use what they buy from you Semantic Web: understand preferences to help guide choices Mobile Search: product info where you need it

18. Mobility: Living the Web An opportunity to deliver services that turn usage into great experiences e.g. smartphone app for airline check-in turns my ticket purchase into the experience of a faster, smoother airport visit

19. eBusiness Transformation 2 Views of Profitability & Value Creation Experiences Services Finished Goods Commodities Loyalty Beyond Reason Enjoyable Likable Reliable Pine and GilmoreThe Experience Economy (1999) Kevin Roberts Lovemarks (2004)

20. eBusiness Strategy Andy Roy andy@improvize.com