FROM DIGITAL MARKETING TO DIGITAL@SCALE

EMBRACE THE DIGITAL TRANSFORMATION

BY VINCENT LEE, DIGITAL TRANSFORMATION PM, PHILIPS January, 2015L I B L O G

AGENDA The digital marketing disruption

Time for Change: Digital Transformation

Digital@Scale

Questions and Answers

6 trends that redefine digital marketing

The digital marketing

disruption

How Social Media and Digital Marketing will Evolve into 2015

10 consumer trends

6trendsthat redefine digital marketing

Products as Services 产品即服务

Experience as Content 体验即内容

Now as Everything现在即一切

Location as Engagement位置即互动

KEY TECHNOLOGY

LBS2.0

Foursquare

iBeacons

NFC

AR

By customers By brands

Sales-oriented Insights-oriented

No real-time Real-time

Virtual as Reality虚拟即现实

Real-web as Communication互联即沟通

Tesla

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Hello!Digital Transformation

Challenges of Digital Transformation

What doesDIGITAL TRANSFORMATIONreally means?

DON’T USE DIGITAL MARKETING TO

IMPROVE CONSUMER’S LIVES

CHANGE THEM!

CHANGE THEM!

Go!Digital@Scale

Scalable digital marketing

Best Practices: Scalable digital marketing

Positioning

Engagement

Conversion

Analysis

Collaboration

Phase 1 Phase 2 Phase 3 Phase 4 Phase 5

Positioning

Engagement

Conversion

Analysis

Collaboration

IMPERSONAL DEMOGRAPHIC BEHAVIORAL GRANULAR 1:1

BATCH&BLAST LOGIC-DRIVEN DYNAIC CONTENT CONTINUOUS BUZZ REAL-TIME

LEAD DUMPING LEAD QUALIFICATION FUNNEL MANAGEMENT FUNNEL FLUIDITY FUNNEL MASTER

BASIC METRICS MARKETING DASHBOARDDATA-DRIVEN DECISION 1 VIEW OF TRUTH REVENUE PREDICATABILITY

NO COLLABORATION SURVEY/INSIGHTS IDEA CROWD-SOURCING

C2M MAKER MOVEMENT

Source: Oracle

5 phases of Scalable digital marketing

Positioning

Engagement

Conversion

Analysis

Collaboration

Phase 1 Phase 2 Phase 3 Phase 4 Phase 5

Positioning

Engagement

Conversion

Analysis

Collaboration

IMPERSONAL DEMOGRAPHIC BEHAVIORAL GRANULAR 1:1

BATCH&BLAST LOGIC-DRIVEN DYNAIC CONTENT CONTINUOUS BUZZ REAL-TIME

LEAD DUMPING LEAD QUALIFICATION FUNNEL MANAGEMENT FUNNEL FLUIDITY FUNNEL MASTER

BASIC METRICS MARKETING DASHBOARDDATA-DRIVEN DECISION 1 VIEW OF TRUTH REVENUE PREDICATABILITY

NO COLLABORATION SURVEY/INSIGHTS IDEA CROWD-SOURCING

C2M MAKER MOVEMENT

Where we are now?

Accelerate! Our worldwide, multi-year transformation program to change the way we do business and unlock our full potential. It consists of 5 initiatives

End2End aims at redesigning our customer value chains to deliver superior customer/consumer value through faster, more agile and simpler processes, excellently executed every day. End2End consists out of 3 core deployment programs: Idea to Market, Market to Order, and Order to Cash

Idea to Market Order to Cash

1. Customer Centricity 2. Resource to Win 3. End2End 4. Operating Model 5. Growth Culture

Consumer and Customers

Two way relationship

Market to Order

Empowers 17 markets and the global BGs with 6 common foundational digital capabilities impacting up to 4,000 marketers and up to 50% of the sales force

Search Social E-SalesAnalytics

Campaign

Content

Currently there are five programs within Market to Order, one of them being Digital@Scale

Channel CRM (M2O Excellence)

Digital@Scale B2CB2B Winning Building Proposals

Customer Financing

Digital@Scale is part of the E2E and M2O initiative within “Accelerate!”

Digital@Scale: 6 digital capabilities

Ensure BMC products, services, & solutions are found instantly and easily by customers.

Includes: • Knowledge on search • SEA activation (paid)• SEO (organic)

Ability to create and activate campaigns in cost effective way for multiple channels with targeted propositions that meet customer needs.Includes: • Capture data, Nurture campaigns, • Lead management, Fulfillment, A/B testing, • Campaign analytics, Integration with CRM platform

Enable markets to work with data related to our digital performance and customer insights for fact based decision making based on enterprise data models and stores.Includes:• KPI Framework • Tag management • Reporting intake process

Campaign Management

Analytics

Search

Digital Sales

Drive online ordering and fulfillment direct channel and toward e-trade partners.

Includes:• E-trade• Flagship store• B2B Commerce

Social

Enable social listening, insights, engagement, community building and service.

Includes:• Social listening & Reporting• Social care

Content Management

Have the right content at the right time on the right customer touch points.

Includes:• Briefing, Creation, • Translation, Localization• Syndication & Publication (PAL)

Thanks

Free discussion