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Given the importance of digital transformation and the never ending onslaught of new technologies, how should organization prioritize limited resources, time, and attention? This presentation to the San Francisco American Marketing Association is the 7th year in a row when Charlene has presented her take of top digital trends.

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Top Digital Transformation Trends and Priorities for 2016


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    Presentation Transcript
    the digital transformation helping your company

    The Digital Transformation

    Helping Your Company Thrive in the

    Digital Era

    Charlene Li, Principal Analyst

    Altimeter, a Prophet Company

    @charleneli

    charlene@altimetergroup.com

    January 26, 2016

    Proprietary and confidential. Do not distribute.

    what are the important trends

    What are the Important Trends?

    With limited time and resources,

    what should you focus on in 2016?

    What are crucial areas to focus on to

    drive digital transformation?

    What can we safely ignore?

    3

    technology maturity

    Technology Maturity

    Adoption Rates

    Internet

    of Things

    Virtual

    Reality

    Social

    Cloud

    Data

    Mobile

    2020

    2005

    2010

    2015

    5

    top 10 priorities for digital transformation

    Top 10 Priorities for Digital Transformation in 2016

    Top Priorities

    1 Customer

    Experience

    2 Culture &

    Leadership

    3 Content

    Strategy

    4 Digital

    Ecosystem

    5 Paid Social

    Watch and Prepare

    6 Wearables

    7 Visual Web

    8 Internet of

    Things

    9 Artificial IQ

    10 Virtual

    Reality

    6

    1 customer experience

    1. Customer Experience

    Everything that you do (and don’t do) impacts the brand

    Priority: Map out and use the digital customer journey

    customer journeys are not connected to digital

    Customer Journeys Are Not

    Connected to Digital Transformation

    Which best describes your company’s efforts around

    the customer journey/experience?

    The need to do so

    hasn’t come up or been

    made a priority

    Is your organization undergoing a

    digital transformation?

    No

    We’ve talked about the

    need to do so but no one

    has taken the lead yet

    12%3%

    12%

    We are researching

    customer behavior now

    and waiting for results to

    inform our digital

    transformation strategy

    We have not officially

    researched the digital

    customer journey but

    we have updated

    digital touch points

    with new social and

    mobile technologies

    and investments

    12%

    42%

    25%

    We have completely mapped out

    the customer journey within the

    last year and have a clear

    understanding of new digital

    touch-points

    88%

    Yes

    Source: Altimeter Group Digital Transformation Study, 2014.

    8

    nordstrom s purpose to provide a fabulous

    Nordstrom’s purpose: To provide a fabulous customer experience

    by empowering customers and the employees who serve them.

    9

    the top 50 relentlessly relevant brands

    The Top 50 Relentlessly Relevant Brands

    21

    31

    41

    11

    1

    22

    32

    42

    12

    2

    23

    33

    43

    13

    3

    24

    34

    44

    14

    4

    25

    35

    45

    15

    5

    26

    36

    46

    16

    6

    27

    37

    47

    17

    7

    28

    38

    48

    18

    8

    29

    39

    49

    19

    9

    30

    40

    50

    20

    10

    relentlessly relevant brands have four

    Relentlessly Relevant brands have four

    key characteristics

    CUSTOMER

    OBSESSED

    DISTINCTIVELY

    INSPIRED

    PERVASIVELY

    INNOVATIVE

    RUTHLESSLY

    PRAGMATIC

    creating next generation consumer experiences

    Creating Next Generation Consumer Experiences

    Traditional Journeys

    Next Gen Experiences

    • Personas

    • Behavior-based segments

    • Linear

    • Unpredictable, shared

    • Optimization focus

    • Strategic focus

    • Functional

    • Emotional

    • Episodic designed

    • Continuously designed

    • Static

    • Dynamic, real-time

    • Survey & heuristic based

    • Data-based

    12

    this isn t a technology problem

    This isn’t a

    Technology

    Problem

    15

    you ve got to start with the customer experience

    “You’ve got to start with the

    customer experience and work

    backwards to the technology.”

    - Steve Jobs

    2 culture leadership

    2. Culture & Leadership

    Priority: Support and amplify your brand internally

    better employee relationships

    Better Employee Relationships 

     Better Customer Experiences 

     Better Customer Relationships

    20

    employee engagement has very slowly improved

    Employee Engagement Has Very Slowly Improved

    US EMPLOYEE ENGAGEMENT

    Figures show are for February of each year

    52.0

    50.8

    50.8

    50.4

    50.3

    32.9

    31.4

    30.5

    30.4

    28.1

    19.9

    19.1

    18.8

    17.8

    16.8

    2011

    2012

    2013

    2014

    2015

    Engaged

    Not engaged

    Actively disengaged

    Source: GALLUP

    21

    the engaged leader framework

    The Engaged Leader Framework

    Listen at

    Scale

    Share to

    Shape

    Engage to

    Transform

    23

    i don t want to get my company in trouble

    “I don’t want to get

    my company in trouble.”

    27

    #MKTNATION

    3 content strategy

    3. Content Strategy

    Priority: A cohesive strategy that address

    content needs across the organization

    content management team

    Content Management Team

    The Content Management Team:

    • Turns customer insights into relevant content.

    • Hosts digital/creative assets.

    • Sets governance for how content is used.

    • Establishes guidelines for consistent voice,

    message and tone.

    • Looks for integration between paid, earned

    and owned content.

    Case Study: Nespresso

    • Sets governance for content production

    process, guidelines for tone, visuals and

    messaging

    • Orchestrates content across PR, customer

    service, local markets and commercial teams.

    • Works closely with CRM and customer

    insights group

    30

    4 digital ecosystem rationalization

    4. Digital Ecosystem Rationalization

    Priority: Break social and digital silos,

    distribute digital throughout the

    organization and leadership

    break down silos to align customer experience

    Break Down Silos to Align Customer Experience Priorities

    • Different KPIs lead to competing efforts

    • Consumer data lives in silos, each department has

    partial insight

    • Same channels have disparate content

    35

    5 paid social

    5. Paid Social

    Priority: For Marketers, take a measured

    approach to paid social’s place in the

    strategy and budget

    three key issues around paid social

    Three Key Issues Around Paid Social

    Paid Social Ads

    Social Customer Care

    Social Community

    Management

    Will brands shift resources from engaging customers

    through community management to paid social for

    reach, and shift engagement to social customer care?

    39

    three key issues around paid social 1

    Three Key Issues Around Paid Social

    Employee

    Advocates

    Paid Social Ads

    Or will the rise of employee advocacy increase reach

    and thus reduce social ad spend?

    40

    three key issues around paid social 2

    Three Key Issues Around Paid Social

    Brand Marketers

    Digital Advertising

    Paid Social Ads

    Will brand teams continue to use social at the top of the

    sales/marketing funnel?

    Or will digital advertising use paid social ads to drive e-commerce?

    41

    6 wearables

    6. Wearables

    Why Wait: Primarily health/fitness use

    cases

    Why Act: Develop content that can be

    consumed on these emerging platforms

    few wearable categories will break out beyond

    Few Wearable Categories Will Break Out Beyond Health – Marketing Opportunities Will Be Scarce

    Have a strong

    content strategy

    and capabilities to

    take advantage of

    emerging platforms

    43

    7 visual web

    7. Visual Web

    Why Wait: Technology to identify and

    analyze your visual brand are still nascent

    Why Act: Your brand is under fire/being

    lauded/ignored and you don’t know

    8 internet of things

    8. Internet of Things

    Why Wait: Standards are a complete mess

    Why Act: Post-purchase experiences and opportunities to

    build loyalty/advocacy

    diageo piloted connects bottle to smartphone

    Diageo piloted connects bottle to smartphone

    campaign for a personalized content experience

    • 72%  sales during pilot

    • Expanded program to 6 countries

    • 100k unique QR code downloads

    •  supply chain efficiency/visibility

    47

    9 artificial intelligence virtual assistants

    9. Artificial Intelligence Virtual Assistants

    Why Wait: Still very early in development

    Why Act: Build trusted relationships with

    recommendations/ads via AI-powered virtual assistants

    place voice artificial intelligence

    Place Voice Artificial Intelligence in the Context of The Customer Experience and Ethical Data Use

    49

    10 virtual reality

    10. Virtual Reality

    Why Wait: Proprietary platforms are just launching this

    year, standards are still emerging

    Why Act: Study and develop new storytelling capabilities

    prepare content and customer experiences

    Prepare Content and Customer Experiences for VR by Exploring Storytelling

    Samsun Gear VR, $99

    Oculus Rift, March, $599

    HTC Vive Pre, March

    Microsoft HoloLens, 2016 $3,000

    Google Cardboard, $30

    Sony PlayStation VR, H1 ‘16

    51

    top 10 priorities for digital transformation 1

    Top 10 Priorities for Digital Transformation in 2016

    Top Priorities

    1 Customer

    Experience

    2 Culture &

    Leadership

    3 Content

    Strategy

    4 Digital

    Ecosystem

    5 Paid Social

    Watch and Prepare

    6 Wearables

    7 Visual Web

    8 Internet of

    Things

    9 Artificial IQ

    10 Virtual

    Reality

    52

    for more information please contact

    For more information please contact:

    Charlene Li

    Principal Analyst

    charlene@altimetergroup.com

    @charleneli

    www.altimetergroup.com

    www.charleneli.com