How can traditional retail organisations overcome the digital divide? In this presentation I discuss the nature of a truly digital organisation, how an organisation can overcome this divide, some tips on getting started, and finally a series of thoughts around mobile and where the opportunities are for marketers.
10. Sixty-four percent of marketers expect
their role to change in the next year;
81% in the next 3 years.
11. While two in five (40%) marketers
surveyed stated that they wanted to
reinvent themselves, only 14% of those
marketers actually know how to go
about it.
12. Lack of training in new marketing skills
(30%) and organizational inability to
adapt (30%) are cited as key obstacles to
becoming the marketers they aspire to
be.
39. How do we bring digital to the heart of
an organisation?
40. Digital Transformation
“Digital transformation is not a fad or a trendy
moniker to signify rising investments in social
and mobile...we believe that digital
transformation is bigger than that:
Organisations are truly changing from the
inside out” – Altimeter Group
41. Step 1:
Form a digital transformation team
Bringing digital to the heart of your
organisation
42. “Never doubt that a small group of
thoughtful, committed citizens can
change the world. Indeed, it is the only
thing that ever has.”
Bringing digital to the heart of your
organisation
43. Step 2:
Research Your Customers
Bringing digital to the heart of your
organisation
44. Step 3:
Design your ideal customer experience
Bringing digital to the heart of your
organisation
45. Step 4:
Invest in infrastructure to enable
customer experience
Bringing digital to the heart of your
organisation
46. Your customer experience should be
dictated by your customers
expectations, not your technological
limitations
Bringing digital to the heart of your
organisation
47. Step 5:
Measure your marketing against life
time value
Bringing digital to the heart of your
organisation
48. Step 6:
Set aside people & budget to innovate
Bringing digital to the heart of your
organisation
49. To Innovate you have to think laterally
Bringing digital to the heart of your
organisation
63. Digital Organisations:
• Know Their Customers & Put Them
First
• Use Data to Drive Their Decision
• Are Agile
64. Bringing digital to the heart of your business
requires transformation:
• Form a team
• Research your customers
• Design your ideal customer experience
• Invest in infrastructure to enable customer
experience
• Measure your marketing against life time value
• Set aside people & budget to innovate
65. Where do I start?
• Start with a small band of rebels
• Map digital initiatives against business goals
• Stop talking digital and start talking customer
• Create evangelists
• Educate your colleagues on key elements of
digital
Uni days modelled for a few supermarket vouchers, never kicked on.
Worked in digital since 2008.
Worked across client & agency side, government, corporate, and charity roles.
Worked across web, mobile, social, advertising.
Passionate about strategy, excited by mobile
Check out www.boydindustries.co.nz for a copy of this presentation & a list of all my recommended reading
How many of you have digital as more than 50% of your role?
How many of you have digital as more less than 50% of your role?
How many of you have zero digital in your role?
How many of you have digital as more than 50% of your role?
How many of you have digital as more less than 50% of your role?
How many of you have zero digital in your role?
How many of you have digital as more than 50% of your role?
How many of you have digital as more less than 50% of your role?
How many of you have zero digital in your role?
How many of you have digital as more than 50% of your role?
How many of you have digital as more less than 50% of your role?
How many of you have zero digital in your role?
1. Sixty-four percent of marketers expect their role to change in the next year; 81% in the next 3 years.
2. While two in five (40%) marketers surveyed stated that they wanted to reinvent themselves, only 14% of those marketers
actually know how to go about it.
3. Lack of training in new marketing skills (30%) and organizational inability to adapt (30%) are cited as key obstacles to
becoming the marketers they aspire to be.
Online survey among a total of 1,004 U.S. marketers
• Data collected February 19-27, 2014 by ResearchNow
• Margin of error at the 95% con!dence level for the total sample is +/- 3.1%
http://www.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-roadblock-survey.pdf
This might resemble your database?
This might be your website
This might resemble your budget
But you can still be a digital organisation
Is this your customer?
Is this your customer?
Is this your customer?
“It’s cheaper to keep a customer than it is to gain one” is the mantra of digital organisations
Digital Organisations: Put your customers first
Do you treat them like this?
An 89-year old Pennsylvanian was snowed in around the holidays, and his daughter was concerned he wasn’t going to have enough food to last the inclement weather. The daughter called multiple stores trying t find someone who would deliver & finally learned that Trader Joe’s doesn’t normally deliver, but it would in this special instance. It took the order, & also suggested other items that might fit the elderly man’s special low-sodium diet.
After the daughter ordered around $50 worth of food to be delivered the Trader Joe’s employee told her that she didn’t need to pay for it & to have a Merry Christmas.
The food was delivered within 30 minutes of the phone call, and the holidays were saved for one elderly man & his family.
Example of the ‘cousin’ would use it mentality
Develop, Deploy, Evaluate, Repeat
Brian Solis/Altimeter Group
Brian Solis/Altimeter Group
Brian Solis/Altimeter Group
Brian Solis/Altimeter Group
Brian Solis/Altimeter Group
Brian Solis/Altimeter Group
Brian Solis/Altimeter Group
Brian Solis/Altimeter Group
Brian Solis/Altimeter Group
EBay To expand into the consumer market a B2B supplier of auto-parts was provided the chance to be the exclusive new supplier of auto parts.
The problem was they had to slash their margins on their retail pricing. If their customers saw significantly cheaper prices on eBay they’d lose them very quickly, or have to match them to keep it, which they couldn’t afford to do.
The solution- create and deploy a new brand. Although leveraging their existing distribution networks, a new brand (think Skinny mobile) would go unnoticed by their customers.
Further to this it gave them the opportunity to test 3PL shipping, another potential future revenue stream for them.
The outcome:
New brand & channel massively succesful
3PL testing resulted in senior level buy in & their next test
Example of TradeMe and requirement to create a new brand
Offices
Another example of this was a client of mine in the middle of significant digital growth.
They ran out of office space & the easy option was to expand their current office space.
However as they thought outside the box they realised that not only could they get their staff into new premisis in the creative hub of the city, they could also open a brand new shared working space facility. This got them access to new businesses to sell their products to. It got them access to some of the best & brightest talent. And it got them access to emerging companies they could potentially acquire and invest in.
At OfficeMax I’m called the digital tease
Not the crazy types. SLT are best evangelists for digital when they’re on board.
Mobile users have changed dramatically
They’re with us whenever we need them...like the opening ceremony for Sochi 0_o
http://searchenginewatch.com/article/2269971/Smartphone-vs.-Tablet-Commerce-3-Essential-Behaviors-You-May-Be-Overlooking
Smartphone User – 74% want to purchase through a person, be it phone or in store
Tablet User – 43% want to purchase through a person, be it phone or in store
