digital mktg transformation_tmd_microsoft_final
TRANSCRIPT
EMPOWERING
Tamra M Daniels, MBA PCMSenior US Key Audience Marketing Lead –Manufacturing Industry
@DanielsTamralinkedin.com/in/tmdaniels98
people, organizations and industries in the digital age
#EmpoweredByDigital
…to people-centric
From product-centric…
Becomingcustomer-obsessed
Transformingto digital
Rising customer
expectations
Moreresponsive
Growing
expectation
personal,
individualized
service
Enhancing customer experience
top priority
3/4decisionmakers
of CxOs now look to partners who will
have an equal hand in creating
business value
60%
Outperforming
enterprises are 54%more
likely
to
CEO priorities
engaged
employees
satisfied
customers digitalsavvy
CEO’s businessperformance
bestindicatorof
CxOs believe
social/digital
interaction is the
new imperative
7 in 10
New business models
Connectedbusiness platform
Sense/
respond
business
model
Make/sell
business
model
believe they make
better and faster tech
decisions than IT
79% of C-level executives
Responding to
ongoing needs for
efficiency and growth
exploiting a
fundamentally different
digital paradigmdual goals
70
to reduce
IT costs
Would
increase
risk
and accelerate
business agility
of
%CIOs
of tech budgets
controlled by
departments
other than IT
38%
Great marketing starts with the customer
• The shift to buyer-driven everything
“The “power to the people”
phenomenon is displacing
brand-centric strategies in
favor of buyer-driven
everything.”
– Gartner Inc., Dec 2013
Win fans with immersive experiences
Inspire by connecting across both physical and digital worlds
“In this age, the only source of
competitive advantage is the one that
can survive technology-fueled
disruption: an obsession with
customer experience.”
- Harley Manning, Forrester Research
“[Microsoft] spent about a month with us, understanding our customers,
traveling with our customers, and really getting to the heart of us.”—Debbie Hulme, Head of Customer Experience
Creating wonderful customer experiencesVirgin Atlantic held an immersive multimedia in-flight event
Engaging
PP
T R
EM
2
How We Do Connected Engagement Across Channels
Reimagining
the customer
journey
Redesigning
operational
processes
Challenging
business
models
Reward and incent the
channel in new ways
Incorporate usage data into the
innovation and marketing
processes
Use things and data to
increase quality,
output and revenue
Deliver new
value with connected products
Establish 1:1
consumer relationships
Evolve from a product company
into a services-centric organization
Complement
physical
experiences
with digital ones
Maintain equipment more
predictably and proactively
Make automation
processes faster
and easier
Creating businessvalue with digitalin Oil & Gas
Keys to DigitalTransformationfor Marketers
DELIVERING BREAKTHROUGH CUSTOMER EXPERIENCES
ENABLING A MORE AGILE, RESPONSIVE AND DATA-DRIVEN MARKETING ORGANIZATION
REVITALIZING THE BUSINESS THROUGH EMPLOYEE & CUSTOMER ENGAGEMENT ACROSS CHANNELS
