Digital strategy for business leaders

www.unmarketeer.com

Digital Strategy for Business Leaders

www.unmarketeer.com

In the Era of Rapid Change

We Live at a time when technology and society are

evolving faster than many organizations’ velocity of

change

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Few questions

We Live at a time when technology and society are

evolving faster than many organizations’ velocity of

change

- What does this rapid change mean for

the Future of Business?

- How do the disruptions affect us?

- Are we ready to adapt to the evolved

ecosystem?

- How do we stay ahead on the

technology curve?

- Which trends should we track to

ensure we pre-empt and not react to

change?

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Consumer Behaviours Have Changed

72% of Population in US purchase using

digital tools. Ecommerce set to catch up

with physical retail in India by next

decade. In China Alibaba’s one day sale

equalled 9Bn USD.

75% of Consumers do not trust traditional

advertising. 91% of consumers go to a store

influenced by the online experience. 89% of

consumers research using search engine.

72% of consumers trust online reviews as

much as personal recommendation.

How We Decide?

How We Buy?

Source: Nielsen global survey, Economic Times

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Consumer Behaviours Have Changed

Online ticket booking has disrupted travel

agencies. GPS and Social Media have

made travel to new lands easy. Social

businesses such as Air BnB and Uber

are disrupting hotels and transport.

Majority of 18-35 year olds prefer reading

news online. By 2043, the printed

newspaper is predicted to end in the USA.

News now break first on internet. Citizen

journalists supplement mainstream media.

How We Read?

How We Travel?

Source: Nielsen global survey, Economic Times

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Consumer Behaviours Have Changed

The new enterprise has mobile workers

connected by advanced mobility. Automation

and mobile tech have simplified the work of the

sales force and the field force, optimized supply

chains and has made work simpler and more

productive.

Smart homes powered by the Internet of

Things are the new reality. Very soon we

will have homes where we can control and

connect the lights, cooling systems,

refrigerators through built in AI

How We Live?

How We Work?

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And Business Models have been disrupted

Traditional Retailers such as Wal-Mart are foraying heavily into

Ecommerce. In India Future Group is tying up with Amazon.

Traditional banks and finance companies such as ICICI and Aditya

Birla Group are equipping their sales force with mobile devices for

better customer experience.

Traditional industries such as Pharma are investing in social media

and listening to engage and address the next-gen patients.

Publishers are shifting from subscription to sponsorship as the new

revenue means.

And More....

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There are Businesses which have got it right

What did they do right?

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Caterpillar – Digitally Transforming Manufacturing

Caterpillar uses collaboration tools

and web-based communities to

seamlessly connect R&D,

engineering, Sales and Marketing

teams.

Caterpillar unlocked new revenue

streams by launching online stores

where it retails and rents equipments,

machinery parts, apparels etc.

Has made sales more efficient through

self-help websites and mobile tech.

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ICICI Bank – Connecting with Gen Y

ICICI introduced Pockets –

Facebook banking to connect

to Gen Y.

Provides a 360-degree,

connected and personalized

experience.

ICICI has leveraged digital to

create 3D Bank walk-throughs

using tech such as AR

simplifying banking experience.

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Tesco Club Card – A Big Data Success Story

UK based retailer Tesco

introduced a loyalty program

helping it collect customer data

and accurately tailor its offers

The club card helped Tesco

manage inventory, plan

merchandising, create the right

reward programs and win more

hearts

Tesco 30% of the UK market

powered by rich customer

insights

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The Businesses which did not get it right

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All that separate the successes from the failures is the

ability to

Acknowledge the change Ensuring you are tirelessly tracking trends and

planning to stay a step ahead

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Summarizing the Key Trends

Social Media Posts,

Reviews and Ratings

influence purchasing

decisions

Ecommerce creates

new biz opportunities.

Multiple Price

comparison is a

given with customers

Consumers are used

to highly sophisticated

digital experiences.

Brands have to

measure up

User Interactions

are generating

useful data and

insights.

Customer Data

is the new oil

Traditional

industries such

as

manufacturing

are adopting

digital to stay

ahead

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Before we design responses to the

trends, let us also break some of the

most common Myths

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Myths - Digital Adoption

Myth 1: Digital has no impact on traditional industries such as

Manufacturing

Reality: Smart manufacturers such as Toyota, 3M,

Caterpillar have made supply chains and the production

process more efficient through digitization. Price and time

pressures make digitization imperative .

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Myths - Digital Adoption

Myth 2: Digital impacts upstream, consumer-facing value chain

processes such as Sales & Marketing only

Reality: Digital impacts all activities in an organization’s

value chain. From e-procurement to smart operations and

employee collaboration, digital can be adopted to create

value across the organization.

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Myths - Digital Adoption

Myth 3: Adopting Digital Can Prove to be a Regulatory hassle for

industries such as Pharma

Reality: Regulations affect how information is shared or

distributed across various industries. The right strategic

framework can create strong opportunities to engage end

users while adhering to the appropriate regulatory

guidelines.

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Myths - Digital Adoption

Myth 4: Digital is not important for B2B companies

Reality: Target groups for B2B companies are usually

highly evolved and have access to advanced digital tools. It

is an imperative to use the right digital touch points to

reach this group

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How is Digital

Media Adopted in

Pharma industry?

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The key stakeholders of the pharma

ecosystem patients and doctors

have evolved.

They spend more time online,

consume information digitally &

expect sophisticated online

experiences

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Adoption of Social Media by Physicians

Doctors are increasingly using social networking sites for professional

purposes. Healthcare professionals in emerging countries are generally

more ‘connected’ than in Europe and are on par with US.

0%

20%

40%

60%

80%

100%

Source: Altimeter Group

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How Digital Media Affects Doctor’s Decisions?

0

20

40

60

80

100

0 10 20 30 40 50 60 70 80

Influence on Physicians

P% online Physicians

Pharma Websites

Interaction with Sales Reps

Online Journals Physicians’ Social Networks

One to one consulting with fellow doctors

Source: Manhattan Research

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Patients lead in adoption of Digital Media

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The smart Hospitals are adopting digital

UCLA listed as one of the top

5 hospitals in the US

simplified healthcare for

patients by creating an

integrated app

In India leading hospitals are

moving towards adopting

digital to connect with doctors

and patients

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Equip MRs to address next-gen Doctors

Pharma Companies must keep pace with Doctors’ evolving

expectations

Sales

Force

Activation

eDetailing

CLM

CRM

Closed Loop

Marketing

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Evolving the right strategy for the Digital Age Evolving the right strategy for the Digital Age

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Reimagining Digital – 3 step process

Assess

• Systematic, scenario based assessment of digital technology on business

• Identify external business drivers and map to value chain

Adapt

• Identify business gaps

• Identify Digital Hygiene factors – Minimum set of Requirements to address gaps

• Address through functional initiatives to bring business at par

Reimagine

• Identify long term strategic goals

• Identify new opportunities

• Create new product/ services to address opportunities and meet long term goals

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Digital Grid – Mapping to Value Chain

R&D Marketing

Communication

Operations

and

Logistics

Sales Customer

Service

Web

Presen

ce S

ocial

Bu

siness

Mo

bile

•Product

Communities

•Idea Exchange

Platforms

•Social

Listening

•Social

Customer

Groups

•Idea

generation

apps

•Mobile ideation

websites

•Vendor sites

•Operations

Dashboards on

web

•Partner sites

•Logistics

tracking apps

•Operations

Dashboards

Apps

•SEO and SEM

•Websites

•Campaign

Microsites

•Newsletters

•Facebook,

Twitter etc

•YouTube

•Polls, Ratings,

Reviews

•Mobile Sites

•Mobile

Marketing

•SMS/

WhatsApp

•E-Commerce

•Lead Forms

•Recommend

•Chat

•Social

Prospecting

•Social

Commerce

•Social

Networking

•Mobile

Commerce

•M-Payments

•Sales Apps

•Chat

•Email

•Branded

Forums

•Virtual Agents

•Social CRM

•Social Listening

•Monitor Forums

•Video Help

Content

•Mobile Self

service apps

•Mobile surveys

•SMS alerts

•IVR

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Digital Implementation Roadmap

Digital Consulting

Digital Execution Roadmap

Redefine Architecture

Build Engagement

Systems

Build and Integrate Analytics

Digital

Assessment

Digital strategy

Digital Audit and

Rationalization

Program Design &

Leadership

Business Planning

Identifying and

planning initiatives

Program Plan &

Roadmap

Change &

Program

Management

Enterprise

Architecture

Infrastructure

Planning

Cloud based

Integration

Framework

Build digitally

enabled systems

Omnichannel

Integration

Establishing

Centres of

Excellence

Define KPIs and

critical goals

Big Data Initiatives

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Deep Dive Into Digital

Website Campaign

Microsite

Social Media Search Engine

Marketing

Video Marketing Mobile Marketing Mobile Apps Mobile Commerce and

Mobile Payments

ORM and Social

Listening Digital Promotions

Ecommerce

Direct Marketing

(Emails, SMS,

Newsletters)

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E-Commerce

The Ecommerce industry in India is

valued at 4B USD, growing at a

CAGR of 30%

Ecommerce companies have diversified

into selling a variety of things from clothes

to electronic goods, from spectacles to

medicines to houses.

Siddha Group announced booking of

houses online. Healthvala.com provides a

marketplace for medicines. Lenkart sells

eye care products

An integrated ecommerce system requires

building a strong, connected ecosystem

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Direct Marketing – Email, SMS etc

Personalized Direct Marketing helps fast-track relationships with

customers and partners, generating leads and driving long-term value

71% Marketers in

India prefer

Email

Marketing 29% More Open

Rates for

personalized emails

as compared to

non-personalized

emails

30% Companies

prefer SMS.

Low rates due

to TRAI

regulations

89% Companies

in Retail and 83%

in Travel &

Tourism prefer

Emails as primary

marketing

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Social Media

Social Media is increasingly being

adopted by executives to connect to

customers, investors, media and

industry peers

Social Media in India has reached a tipping

point with 110 M users

However corporates are not as prepared

with only 12% having a social media policy

compared to 50% in Germany

Indian business leaders have led in social

media adoption: Ratan Tata, Anand

Mahindra, Harsh Goenka are noticeable

personalities

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Taj takes luxury online

Taj’s well crafted digital strategy driven by rich website,

social media marketing and video marketing

strengthens its positioning of luxury

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Automakers adopt Digitization

Maruti Udyog has created an integrated,

web-based dealer network and digitized its

supply chain to facilitate operations. Tata

Motors partnered with Samsung to create

Connected Cars solutions

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Leaders or Laggards? It’s our Choice

In India

- Over 300M internet users

- 110M on Social Media

- 100% Average Mobile

Density

- 30 Billion Purchasing

Decisions Impacted by the

Internet

- Digital Marketing and

Ecommerce growing at

respective CAGR of 30%

- 100% marketers invest in

digital marketing compared

to 20% in 2012

- 112M Internet users in

rural India

-160M access internet on

mobile

- Entertainment, social

media, Search & News are

key drivers

- Business Leaders

distinguished by unified

Digital Strategy. Competitive

edge over laggards. Top

business houses increasing

digital allocation

- Business Leaders are

focusing on new business

models & superior

customer experience for the

digitally wired customers.

The call for digitization is

loud & clear

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Thank you. Lets touch the Future

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