Marketers are on a – Digital Beach Head

 

The Beach Head

Traditionally Marketers formulating Enterprise Marketing Strategy used to be based on Growth Market Identification, Market Positioning & Gaining Market Share – Customers were traditionally identified by; Type, Segment and Clusters, Transactions & Buying behaviour via Channel – share of voice and sentiment analysis and empathy mapping came later.

The Market Tactics deployed were based on the the ability to successfully traverse The Chasm to the Main Street. Where the ‘choice pickings’ were perceived to be.

Whilst still a valid approach today for most Organisations and Enterprises today and a valid strategy to gain Market Entry & Share. Things have changed. There is a new challenger in The Main Street.

tornado-bowling

Inside the Tornado

 

Digital Disruption & Digital Re-Invention.

Inside the Tornado

New Digital Disruptive companies are breaking all the business rules and models within the Tornado.

Companies such as Uber ( who doesn’t own a Taxi), Airbnb (doesn’t own any hotel real estate) and Amazon (doesn’t even own any inventory). Are changing the way consumers think and react and interface with brands, products and services.

Digital Disruption is changing the purchase propensity models daily, creating a unique relationship with the brand and the Enterprise – the business model is changing and is closely coupled with collaborative Cognitive Technology to devise Digital Strategies that work.

Main Street

Digital Transformation and Digital Re-Invention coupled with a collaborative Ecosystem is the new DNA that Enterprises are seeking to embrace.

As far as the economics go – in a recent study with a High Street Retail Bank it was reported on average that for every $1 spent on Digital initiatives the bank returned a $10 ROI – far more rewarding than traditional bank marketing methods initiatives.

It is understandable with this kind of ROI and the need to differentiate the consumer proposition Enterprises are prepared to be Disruptive and embrace Digital Strategies and Transformation to change the business – to achieve commercial success.

We will see more Disruption in the future I am sure……

 

Credits to: Geoffrey Moore Inside the Tornado

 

 

Connected Cars-The Future

Connecting Cars with the customer a marketing tactic – to improve Sales & Customer Loyalty

Key Players, Manufactures in the Automotive Industry have awakened to the value of providing real time information and value add services to customers and woo consumers in an attempt to retain customer loyalty & retention to the Marque.

Traditionally manufacturers connected the car with the customer   through the car warranty information and controlled the services and collection of data to suit there manufacturing needs in terms of understanding driving behaviour, parts longevity and marque enhancements. Non of this data benefitted or drove revenue to the Dealerships or value to the customer-effectively the dealership did not have a relationship or own its customer.

Holistic View of the Customer

In a new move to integrate the whole view of the customer and drive value and revenues to the dealerships Marketeers are now ‘holistically’ joining up the information dots in real time to enable a 360 view of the customer. Bringing together the Manufacturer, Dealership and Customers in a marketing Trifecto by connecting the customer with the car is a more effective way in the future to build deep long term relationships with your customers.

New Approach

If we now connect the customer to the car via wifi connectivity displayed via a mobile App and or a heads up display in the vehicle we can provide added value serices and real time information to the customer, such as GPS navigation, Shopping, Car Parking information, Travel & Flight planning booking and on time performance, Dealer Service enhancements , Vehicle safety and Automotive functions start stop, Leisure & Lifestyle information, Emergency services Medical & Police. GPS positioned Security Alerts.

Learn from the past

Many failures have gone before as typified below. However the time is right with the advent of driverless vehicles on the horizon to learn from the past and create a new Connected Car for the future.

Automotive Marketing Through Social Media: Successes and Failures

Mobile Strategy- what Mobile Strategy?

In a recent study published CIO’s have ranked Mobility as a priority No 2 in 2016. I find it slightly disturbing only 54% of companies have a mobile strategy in place yet only 34 % have any in-house mobile development skills. in a connected world I would have expected the figures to be higher and of more importance to organisations today. Especially as the consumer usage is on the up see below;

Boss or Leader- what style of Management do you have? http://wp.me/p3aCAV-4s

Leadership today is in short supply

The difference between a Boss and a Leader is collaboration and team understanding . Good leaders can make a management team aspire to greater heights and increase employee motivation.

Bad bosses can instantly break it!

What is your Management style?

0ca6984c-915c-11e2-b947-22000a93c67d-large

Design Thinking – is it just another Consultant Workshop?

Not Really – Today’s Enterprises are seeking a more holistic view of there Customers and their individual and personal experience with the brand – in addition the impact the brand has in a social, environmental and global arena.

Design Thinking Methodology

Design Thinking when applied with a proven Design Thinking Methodology enables the enterprise to understand the key brand attributes and differentiate your brand or service in the marketplace.

Slide1

Understand

Discover & Understand the Hills and Blocking issues that are preventing you from moving forward Emphasise and understand the Social, Political and Economic barriers to entry. Component Business Modelling and ‘Heat Maps’ are a useful starter for the teams to level the playing field.

Explore

Explore every channel, idea or opportunity and Journey map or Touch map the process.  Examine the customer journey ‘trigger points’ in detail and understand the technology required as the enabler to fast track the idea’s.

Ideate and Innovate

Create no holds barred ideation sessions ‘think out of the box’  develop solutions that define and bring out the true essence of the Brand. Prototype and prototype the solutions endlessly and rigourously. Playback initiatives to the teams.

Evaluate the output

Apply metrics and rigour measure to analyse the results, align the commercial results against the defined Business Model and Brand Objectives. Decide on stop,start or go implementation strategy.

 

Designscale-1200x0x0x0-doublediamo-1450457896-65-600x359@2x

 

 

Connected Cars-The Future

Connecting Cars with the customer a marketing tactic – to improve Sales & Customer Loyalty

Key Players, Manufactures in the Automotive Industry have awakened to the value of providing real time information and value add services to customers and woo consumers in an attempt to retain customer loyalty & retention to the Marque.

Traditionally manufacturers connected the car with the customer   through the car warranty information and controlled the services and collection of data to suit there manufacturing needs in terms of understanding driving behaviour, parts longevity and marque enhancements. Non of this data benefitted or drove revenue to the Dealerships or value to the customer-effectively the dealership did not have a relationship or own its customer.

Holistic View of the Customer

In a new move to integrate the whole view of the customer and drive value and revenues to the dealerships Marketeers are now ‘holistically’ joining up the information dots in real time to enable a 360 view of the customer. Bringing together the Manufacturer, Dealership and Customers in a marketing Trifecto by connecting the customer with the car is a more effective way in the future to build deep long term relationships with your customers.

New Approach

If we now connect the customer to the car via wifi connectivity displayed via a mobile App and or a heads up display in the vehicle we can provide added value serices and real time information to the customer, such as GPS navigation, Shopping, Car Parking information, Travel & Flight planning booking and on time performance, Dealer Service enhancements , Vehicle safety and Automotive functions start stop, Leisure & Lifestyle information, Emergency services Medical & Police. GPS positioned Security Alerts.

Learn from the past

Many failures have gone before as typified below. However the time is right with the advent of driverless vehicles on the horizon to learn from the past and create a new Connected Car for the future.

Automotive Marketing Through Social Media: Successes and Failures


70% of businesses in Europe have failed to meet their CRM objectives. http://wp.me/p3aCAV-4K

70% of businesses have failed in Europe to meet their CRMs objectives according to D&B research.

Some of the key factors are;

  • Failure to plan for change -transformational barriers and issues
  • No clear defined objectives – not underpinned with rigour or metrics
  • Failure to align with the business – lack of user buy in
  • Poor Data and Information – lack of accurate, current  data
  • Over customisation – need for simplification of message and program structure

Take a look at some of the key factors behind the failings and the pointers to avoid being part of this statistic.

Comments welcome as usual please.