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How Win In An Age Of Digital Disruption
- 1. Winning in an age of digital disruption Taru Jain | CEO & Founder Helping you become future-ready
- 2. Over 15000 executives in 35+ countries have chosen us… * * The above represents a small selection of clients
- 3. Digital disruption: What can history of technology adoption teach us? Let’s do a little exercise...
- 4. Technology adoption forces businesses to change fast TIME TO REACH 1 BILLION PEOPLE Print 467 years Telephone 114 years Web 13 years Web2.0 4 years TV 48 years Cinema 81 years Radio 53 years ?? X years
- 5. A recent PWC survey of 1,379 CEOs across the globe revealed… § 86% believed that technology will completely transform their business over the next 5 years – more than any other global trend
- 6. B2B customers expect B2C functionalities
- 7. Disruption gives us chance to think afresh of how to Go-to-Market New or existing buyers? New or existing products?
- 8. Key frameworks like 4Ps have changed Product Place Promotion Price 4Ps
- 9. Key frameworks like 4Ps have changed Service (not Product) Access (not Place) Engagement (not Promote) Variable price (not fixed Price) SAVE By
- 10. Think Service (not just Product) § Provide digitally delivered services wrapped around your products that: • Increases value proposition for your brand • Personalise the brand
- 11. Monsanto moves beyond seed sales § Helps farmers with optimum farming intel – when to plant, what fertilizer… § Mapped nearly 30 million farming fields § Overlaid soil, temperature and water data § Adds real-time weather data § Added 5% yield to farmers § Maize yield up from 160 bushels an acre to 200 bushels – really good for margin
- 12. Personalise: Each customer receives their unique video Helps them, helps you
- 13. Key frameworks like 4Ps have changed Service (not Product) Access (not Place) Engagement (not Promote) Variable price (not fixed Price) SAVE By
- 14. Access (not just Placement) § Now you can let consumers access your brand where – and when - it suits them; not just expect them to come to where you want
- 15. Access in unexpected places – Tesco
- 16. SingPost has reimagined ‘access’ for parcel delivery through POPstations
- 17. IBM: Distribution strategy § Chose 7 Cloud Computing reps § Set up with social profiles (LinkedIn, Fb, Twitter and YT) § Reps created short videos of their expertise § Reps would upload (created or curated) content from marketing that fit audience and product § Lead generation – People could meet sales reps through multiple ways
- 18. Access (not just Placement) § Now you can let consumers access your brand where – and when - it suits them; not just expect them to come to where you want • Tesco Korea • SingPost POPStations • IBM – in a B2B context
- 19. Key frameworks like 4Ps have changed Service (not Product) Access (not Place) Engagement (not Promote) Variable price (not fixed Price) SAVE By
- 20. Variable, not fixed pricing § Dynamic pricing – volume, time of day § Innovative pricing plans • Subscription • Crowd purchased § Social currency models
- 21. Subscribe and shave – Dollar Shave Club
- 22. Crowdsourcing to buy expensive items
- 23. Social media standing determines pricing
- 24. Key frameworks like 4Ps have changed Service (not Product) Access (not Place) Engagement (not Promote) Variable price (not fixed Price) SAVE By
- 25. Engage (don’t Promote) Engage people and use their help to shape the brand § Involve them meaningfully § Work in partnership with them to increase the value proposition § Marketing with, not at consumers
- 26. Meaningfully engaging the expert community: Innocentive On-demand innovation company that solves R&D challenges 300,000 strong network of ‘solvers’ - from Australia to Alaska Companies like P&G, Eli Lilly, Solvay use it Solves 1 out of 3 challenges that companies cannot solve in-house
- 27. Here are some ideas submitted My Starbucks platform… Source: University of Waterloo blog
- 28. Giff Gaff is the fastest growing telco operator in UK § Acquires an average of 400,000 members each year § In 2015, grew revenues by 51% to almost £210m § Overall, the third largest player in the virtual telco space – closely matching Virgin Mobile and Tesco’s existing customer base Source: The Telegraph
- 29. Key frameworks like 4Ps have changed Service (not Product) Access (not Place) Engagement (not Promote) Variable price (not fixed Price) SAVE By
- 30. The most holistic way to engage customers is to understand this model…
- 31. Moment of Truth Model (old model)
- 32. Revised Moment of Truth Model
- 33. Let’s zoom in on Stimulus first:
- 34. Your goal? Maximize two factors
- 35. How to maximise ROI for digital reach? Precision targeting
- 37. Reaching people across ecosystems… –Email addresses –Phone numbers –Digital footprints on your website... § Bring that other world together with their social world
- 38. Now, let’s look at how to maximise Engagement:
- 40. Canvas - videos, carousels, product buy-buttons
- 41. New innovations: Lead ads
- 42. If we zoom in on ZMOT:
- 43. Exercise § Form groups of 2 to 3 § One person in group: use your Google account to log into google.com/trends
- 45. National Instruments – B2B service for engineers § A 1 billion dollar company; makes testing and prototyping solutions for engineers and scientists § Over 30,000 customers in 91 countries § Have a highly engaged community of business customers
- 46. National Instruments embeds community deeply
- 47. National Instruments – B2B service for engineers
- 48. $$$ - An engaged community buys more, recommends more
- 49. 3 Key Mindsets to become future-ready for a digital age
- 50. 3 key mindsets of becoming future-ready 1. ‘10 is most important’ 2. Think MVP design 3. ROL small snowballs
- 51. 1. The 10 is most important
- 52. 2. Think MVP design
- 53. 3. ROL small snowballs
- 54. S.P.A.R.C.S – our guide to digital transformation bit.ly/FM-SPARCS
- 55. Summary
- 56. Summary 10 is most important Think MVP design ROL small snowballs
- 57. Winning in an age of digital disruption Taru Jain | CEO & Founder Please connect with me on LinkedIn