Na februarskem Marketing TOPX izobraževanju je strokovnjakinja za digitalni marketinga Simona Koren (Atlantic Grupa) predavala o tem, kako v podjetju vzpostaviti celostno digitalno okolje, ki se gradi skozi faze digitalne transformacije.
11. 11
6. FAZE DIGITALNE
TRANSFORMACIJE
ORGANIZACIJA& :
- DIGITALNA TRANSFORMACIJA=NAČIN
POSLOVANJA
- PODPORA VODSTVA
POSTAVLJEN NOV EKOSISTEM, NOVE TEHNOLOGIJE,
NOVI PROCESI – PRVO KOT PILOT, POTEM REDNO
- UTRJEVANJE VLOG, MODELOV, PROCESOV IN
TEHNOLOGIJE
INNOVATIVE
AND
ADAPTIVE
14. 14
GAJBICA.SI • BLAGOVNA ZNAMKA GAJBICA USTANOVALJENA 2014
• DOSTAVA SADJA IN ZELENJAVE V 150+ PODJETIJ PO SLOVENIJI
(CCA. 3 TONE NA TEDEN)
• RAST: 14/15 = +186%, 15/16 = +60%, 16/17 = +47%, 17/18 =
+40%
• ZAČELI KOT B2C, TRENUTNO B2B (B2B = 90% , B2C 0 10%)
• PODJETJE JE DIGITAL FIRST – FB, IG, E MAILING, SEO, GOOGLE,
LINKEDIN
22. 22
STRATEGIJA
WHERE ARE WE NOW? WHERE DO WE WANT TO BE? HOW DO WE GET THERE?
AUDIT MAIN CONSLUSIONS
DIGITAL FUNNEL
DIGITAL ECOSYSTEM/
CONSUMER TOUCHPOINTS
DIGITAL ACTIVATIONS/
TARGET AUDIENCES
INTERNAL RESOURCES
DIGITAL MARKETING CONNECTED
WITH BUSINESS AND MARKETING
GOALS
DIGITAL MARKETING GOALS
DIGITAL KPI‘S
DIGITAL ACTIVATIONS/TARGET
AUDIENCES TO BE
DIGITAL MARKETING FRAMEWORK
TARGETING, POSITIONING, BRAND
STRATEGY
CONTENT
DIGITAL ECOSYSTEM/TOUCHPOINTS
DIGITAL FLOW
DIGITAL FUNNEL
DATA, MEASURING
TEHNOLOGY SUPPORT
INTERNAL RESOURCES/AGENCIES
23. 23
1 2 3 4 5
HEAD OF
DIGITAL
‘’AMBASSADOR’’
CHIEF DIGITAL
OFFICER
‘’TRANSFORMER’
’ CHIEF DIGITAL
OFFICER
CHIEF
CUSTOMER
OFFICER
CEO, CMO, CFO,
CTO…
LEAD SPREMEMB
DIGITALNIH EKOSISTEMOV