making martech work: adapting your digital ecosystem to match your omnichannel vision by penny malm...
TRANSCRIPT
TODAY
1. about me and about nobia
2. little bit of innovation theory
3. getting to the nobia vision
4. how we plan to meet it
5. organisational thinking
6. martech belief system
7. you
ABOUT ME (JUST A LITTLE BIT)
add logos
NOBIA
Innovation is the new black
DATE: 2016-10-14 Copyright BLINK and Doberman 2016, not for redistributionNOBIA
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New ways of attaining information and inspiration
Online drawing tools New (and fun) ways of getting started
New types of customer services Innovation in other industries changes consumer expectations
Virtual reality
THE KITCHEN BUYING GAME IS CHANGING
This is what I need to make this project a success…
(one word)C
HOW WILL PEOPLE BUY KITCHENS IN THE FUTURE?
START. CUSTOMER IS KING. KNOW THE JOURNEY
FIND THE MOMENTS THAT MATTER
UNDERSTANDING PAIN POINTS
Post-purchase
BEFORE DURING AFTER
InstallPurchaseFinaliza>on&Decision
Detailedplanning&Evalua>on
Research&AssessmentTriggerConcreteinsp.
&VisionTriggerAbstractdreaming
customers dropping out
DEFINING THE OMNICHANNEL VISION
SEAMLESS EASY
INSPIRING COLLABORATIVE
FUN
GETTING DEEP. THE ECOSYSTEM
thanks Doberman
Doing is thinking.
INNOVATION THINKING
DOUBLE DIAMOND DESIGN LED THINKING ACROSS THE BOARD
https://medium.com/digital-experience-design/how-to-apply-a-design-thinking-hcd-ux-or-any-creative-process-from-scratch-b8786efbf812#.wgc35avfj
DEFEND: GROWTH HACKING & OPTIMISATION
EXTEND: TEST STORES
HOW TO STRETCH: AN INNOVATION LAB
IMG_1314.MOV
SO THAT’S THE CONTEXT. BACK TO MARTECH
SEPARATE THE FRONT END FROM THE BACK END: WITH CARE
A NEW KIND OF ECOSYSTEM: MODULAR, CLOUD BASED
➤ sharing is caring: use the consumer stories all the time
➤ the whole business needs to get more agile
➤ prioritise against results and known pain points
➤ have a clear, shared vision
➤ work deep into the organisation
➤ sometimes we have to compromise
➤ act as light as possible: when an idea really takes off you’ll have no trouble getting the funding for the big system change
➤ work close but have clear responsibility areas
➤ build the case for investment together
➤ implement modularly
SOME OF MY MANTRAS
THANK YOU
Penny Malm November 2016