“Digital disruption” is a trend impacting all of us, not only those in marketing but the entire C-suite on down to mid-level managers. The opportunity created by digital transformation is immense. Simply but majestically stated, it requires the end-to-end convergence of social, mobile, cloud and Internet of things, stitched together by structured and unstructured data. Where does a modern-day marketer begin?
MENG NorCal hosted a series of in-person events in Q1 that were designed to take our skill set from the abstract to the concrete. These events were constructed to equip you to prosper as a marketer in the age of digital transformation:
Event Recap: How will your INDUSTRY change? Mike Connor, CEO, Silicon Valley Innovation Exchange, will provide a framework for leading dramatic digital transformation that you can apply to your industry – from food to fashion to financial services to enterprise security (Wednesday, January 27 and February 12).
Event Recap: How will your ROLE as a marketing leader change? Shawn Goodin, Director of Marketing Technology, Clorox, will explore how marketing is evolving with digital transformation (Thursday, March 3 and March 18).
Event Recap: How will YOU change? Mark Hatch, CEO / Co-Founder, TechShop and author of “The Maker Movement Manifesto”, will inspire us and equip us with steps to think more creatively about reinventing our personal role in the emerging connected landscape (Thursday, April 21 and April 28).
Interesting new content on this subject keeps rolling in…
Harvard Business Review: Bridging the Gap Between Marketing and IT.
2016: The Year of the Connected Consumer by the Chief Digital Evangelist at Salesforce, Vala Afshar.
Read what MENG member, Gail Moody-Byrd published recently in diginomica about “digital transformation” and the ways businesses like GE are embracing radical product changes which deliver increases in performance, ROI and enhanced value for customers. And more on this topic from Brian Solis at Altimeter.
Did you catch this infographic about the latest 2016 Marketing Trends from Adweek?
Or how about Mckinsey & Co’s “Achieving a Digital State of Mind”?
Member Wayne Cerullo noticed this Prophet article discussing two key themes here: (1) what’s the (big) difference between “digital marketing” and “digital (company) transformation”? and (2) why and how is creativity needed in addressing digital transformation?
As Forbes reported:
“Disruption is ubiquitous in today’s tumultuous business environment. Sources of disruption surround us, from ever-accelerating technology innovations to industry-shattering, revolutionary business models. Change is constant, unpredictable, and introduces unprecedented levels of risk for enterprises large and small… Seemingly every industry is reaching a critical strategic inflection point. This inflection point: executives are now realizing that the risk of not changing exceeds the risk of change. Furthermore, such change must be end-to-end and top-to-bottom.”
Disruption is coming on so many fronts:
- Saas web-based service models overtaking licensed delivery modes
- The media advertising market fragmenting and the advent of social, “on demand”, search based product discovery
- From desktop to mobile delivery modes, from websites to app-based consumer familiarity, behaviors and dependence
- The continued, ever-constant flow of new technologies to solve functional requirements of consumers and businesses to quickly and efficiently sort through data and relevant content
And digital disruption is affecting each of us differently, altering our expectations of brands especially when it comes to branded digital experiences.
Collinson Group research recently segmented the top 10-15 percent of earners to reveal unique consumer segments within the affluent middle class regarding their response to digital experiences in banking:
- Prudent Planners continue to value face-to-face interactions as well as digital services, so retaining this as an option is key.
- Stylish Spenders expect companies to know who they are, and offer highly tailored offers and content. As a result, they can be powerful advocates for brands that develop relevant and engaging digital experiences. Banks should look to build services with responsive platforms, as well as applications that provide access to account details and financial planning services.
- Mid-Life Modernists want a seamless experience across digital channels and are the most active users of smartphones, tablets, smart TVs and apps. In the U.S., 90 percent of consumers use their mobile phone for ten hours or more per week.
- Experientialists ‘live for the moment’ and expect fresh content, regular updates and unique experiences from their financial service providers.
What are you seeing as examples of digital disruption and digital transformation in your industry? Tell us on Twitter!