Keynote 7 Steps For Digital Transformation 2021

1. Transform. Rebound. Accelerate.
Virtual digital marketing summit for online marketers
NOV 12, 2020 • 8:00 AM-2:30 PM PST
Accelerate your digital transformation
Welcome

2. Transform. Rebound. Accelerate.
Post-Pandemic
Digital
Transformation Benu Aggarwal
Founder and President
Milestone Inc.

3. 7 Steps
to Digital Transformation
in 2021
Insights and framework
• planning and accelerating your digital transformation
• capture post-pandemic opportunities
• grow your digital market share

4. 4
Pandemic Accelerated Digital Transformation by 5 years

5. 5
What Does Digital Transformation Look Like?
• CDs to MP3s
• Paper documents to images
• Open houses to online house shopping
• Car test driving to car delivery
• Menus to QR codes
• Photographs to jpegs
. . . Engage in person to
Engage Virtual
• Scrapbooks to social feeds
• Tellers to ATMs to online banking
• Classrooms to distance learning
• Offices to remote working
• Metal carts to digital carts
• Your signature to e-signature

6. Digitization
enables
automation
Why Digitization
Is So Important
Digitization enables
personalization

7. 7
Changes in Consumer Shopping Behavior
Increase in online
shopping
Support for local and
independent businesses
Curbside pickups,
mobile touchpoint,
up-to-date
information
61% of buyers plan to
continue buying from local,
independently-owned
businesses at the end of 2020
57% of buyers seek out local, independent
owned businesses to support
By age
demographic:
Parents Vs non-
parents
How buyers say stores can
improve curbside pickup
Over half of buyers say they’ve
shifted more of their spending
online during pandemic
By age demographic:

8. Am I Solving the Right Problems?
Problems
Execution
How
Solutions
1
2
3
4

9. Customer
Experience

10. 10
Business Digital Transformation – 2020 - 2021

11. 11
Exclusive Experience - Building Confidence, Demand, Conversion

12. 12
Engaging Your Customers Across All Digital Touchpoint

13. 13
Search Trends Following Consumer Trends
Omnichannel presence helps
you gain significant share
Entity Search
Video, Visual, and Voice is
critical
Maximize V3
Expertise, Authority, and
Trust signals have impact on
your domain ranking
EAT Signals
AI, conversational search
is playing significant role
BERT Update
User experience is key for
winning
Core Web Vitals
Local and mobile friendliness is
impacting search ranking
Local / Mobile

14. 14
7 Steps for
Digital
Transformation
2021
Who, Experience, Behavior,
Information
Entity Search
3
Omnichannel Presence
Accelerate through Automation
4
Enterprise Agility
Measure Effectively
5
Attribution
7
Prioritization
& Collaboration
Reimagine Customer Journey
Digital touch point
2
Recovery
Curiosity, Speed,
Measure Outcome
6
Culture
1
Customer
Insight
Alignment
Digital enablement

15. 15
Customer insights to enhance
engagement
know who and what
Digital transformation is about using
data and technology to upscale your
product and channel capabilities
Put
customers
in the
center
1
Customer
Insight

16. 16
Milestone
Idealab
Omnichannel
solutions that
converts
Reach
Act Engage
Convert

17. Reimagine
customer
journey &
digital
touchpoints
2 • Home page banner and messaging
• New “care” page focusing on safety & commitment
• Covid-19 - advanced attributes
• Robust schema, FAQ & blog content
• Social media postings
• “Go local” power page and package
• Cross promote special offers – local and social
• Email campaigns to local customers
• Custom targeting based on geography & audience interest
• Retargeting existing or recent customers
• Flexible policies
• Special offers – LTO, book now and pay later
• Bundles with restaurants & local attractions
• Enhanced paid strategies
• Customer testimonials on social media
• Create stories
• Signage within the facility
Building Confidence
Building Demand
Driving
Conversions
Visibility and Presence
Visits and Traffic
Building
Trust
Recovery

18. 18
3
Entity
search
Omnichannel
Presence

19. 19
4
Accelerate
through
automation
Enterprise
Agility

20. Increase Awareness:
Identify and enhance under-performing
content around relevant keywords
MORE
CONVERSIONS
Contributing solutions:
• Schema • Technical SEO
• FAQs • Content
• Google My Business and Knowledge Panel
• Content distribution
Increase Engagement:
Optimize under-performing content
around the right search intent to bring
more visitors
Contributing solutions:
• Website
• Idea Lab and vertical solutions
Increase Conversions:
Refine experience and content of
traffic driving pages to maximize
conversions
Contributing solutions:
• Analytics
• Content
• Omnichannel campaigns
O U T C O M E M A P
S O L U T I O N S
T O D E S I R E D
O U T C O M E
S T R A T E G Y
5
Full funnel
analytics –
measure
effectively
Attribution Reach
Act
Convert
Engage

21. 21
Discover and Deliver Right Things
6
Curiosity
Speed
Outcome
Culture

22. Culture - Align Company Values, Speed, Problem Solving, Growth
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2
3
4
5
6
7
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2
5
6
7
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2
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5 5
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C U S T O M E R S U C C E S S • B U I L D I N G A H I G H - P E R F O R M A N C E C U L T U R E • S T A Y I N G A H E A D

23. 7
Speed,
Alignment
and digital
enablement
Prioritization &
Collaboration
“If you want to go quickly go
alone, if you want to go far,
go together”

24. Transform. Rebound. Accelerate.
ENGAGE2020 Speakers
Bartosz Góralewicz
CEO - Onely
Bill Hunt
President
Back Azimuth
Shawn Paley
Senior Director
Marriott International
Jeanne Hussin
Vice President of Marketing
Evergreen Home Loans
Brenda Arndt
VP of Content and Search
U.S. Bank
Josue Reyes
Digital Manager
Groupe Renault
Punnyatowa Ghosh
Sr. SEO Manager
VMware
Theodore Holloway
Vice President of Digital
Remington Hotels
Allison Click
VP of Marketing
Sprinkles Cupcakes
Stephen Fitzgerald
VP Digital Commerce & Distribution
G6 Hospitality

25. Transform. Rebound. Accelerate.
ENGAGE2020 Speakers
Vikas Sheth
Country Head
Milestone Inc.
Samson Koletkar
Head Of Product Solutions
Milestone Inc
Tushar Prabhu
Director of SEO
Milestone Inc.
Tammie Carlisle
Head of Hospitality (US)
Milestone Inc.
Sam Khandelwal
Head Of Solutions
Milestone Inc
Erik Newton
VP of Marketing
Milestone Inc
Ritika Chugh
Director of Product - SEO
and R&D
Milestone Inc
Anil Aggarwal
CEO
Milestone Inc
Dev Kurbur
SVP, Customer Success
Milestone Inc

26. Transform. Rebound. Accelerate.
ENGAGE2020 Speakers
Keith Brophy
Senior Director CS
Milestone Inc
Samapti Barai
Senior CSM
Milestone Inc
Rachel Alvarado
CS Account Director
Milestone Inc
Selin Soyak
Senior CSM
Milestone Inc