The document discusses the implications of digital transformation for brands, agencies, and consumers. It argues that successful brands of the future will be digital and customer-focused, defining and delivering future brand experiences. It also stresses that future brands will have a profound understanding of digital impact and will use digital technologies to create value throughout the value chain. The document advocates leveraging digital technology for optimal business engagement, embracing technology for competitive advantage, and delivering superior customer experiences.

1. Implications for Brands, Agencies and Consumers
www.wearedbp.com
Digital Transformation: What's Next?
Ivan Fernandes,
Founder of Digital Business Partners -wearedbp
Cutting Edge Marketing and PR Conference 2013

2. “There is nothing permanent except
change”
Heraclitus, 544 BC - 483 BC

3. CONSUMER BRAND
CONSUMERS EXPECT TO
FIND BRANDS IN THE
DIGITAL SPACE
Leverage. Transform. Deliver.

4. DIGITAL BRAND
SUCCESSFUL BRANDS OF
THE FUTURE ARE DIGITAL
AND CUSTOMER FOCUSED
Leverage. Transform. Deliver.

5. DELIVER THE FUTURE
DIGITAL BRANDS’ DEFINE
AND DELIVER FUTURE
BRAND EXPERIENCES
Leverage. Transform. Deliver.

6. BEYOND MARKETING
FUTURE BRANDS’ HAVE A
PROFOUND UNDERSTANDING OF
DIGITAL IMPACT TO HELP
RESHAPE THEIR FUTURE
Leverage. Transform. Deliver.

7. UNDERSTAND VALUE
UNDERSTAND AND RESPOND
EFFECTIVELY TO THE DEMANDS
OF DIGITAL INNOVATIONS AND
DIFFERENT TYPE OF CUSTOMERS
Leverage. Transform. Deliver.

8. DEVELOP VALUE
USE DIGITAL TO CREATE VALUE
THROUGHOUT THE VALUE CHAIN
Leverage. Transform. Deliver.

9. ONE GOAL
CONSTANT EFFORT TO
INCREASE DIGITAL VALUE
Leverage. Transform. Deliver.

10. TECHNOLOGY DATA CONSUMER
BRANDS
AGENCIES

11. “Necessity... the mother of invention”
Plato, 427 BC - 347 BC

12. LEVERAGE DIGITAL TECHNOLOGY FOR
OPTIMAL BUSINESS ENGAGEMENT

13. THINK BIG, THINK AHEAD, THINK DIGITAL

14. EMBRACE TECHNOLOGY FOR COMPETITIVE
ADVANTAGE AND DEFINE THE FUTURE ON
YOUR OWN TERMS

15. FUTURE BRANDS ARE ABOUT WHAT THEY
DO, NOT WHAT THEY SAY

16. CHALLENGE THE STATUS QUO, BE AN INSPIRING
BRAND

17. TOWARDS TRANSPARENCY AND BETTER BRAND
DECISIONS

18. “All men by nature desire knowledge”
Aristotle, 384 BC - 322 BC

19. Marketing on demand
• Consumers are accessing multiple
information sources in their digital
research
• Moving from always “on” to always
relevant
• Communicate with customers in a
number of ways
• Spend your budget where and when
it matters
• Best way to get closer to customers is
to understand their behaviour
• Let your customers tell your story
• Personalize the consumer experience

20. The most powerful part of
marketing today is data
• Data integration is what enables the
business perspective
• Create a complete picture of the
customer
• Create a true multichannel operation
• Greater ability to act
• Make smarter, more informed
decisions about where to allocate
your budget

21. Access to the vast
amount of digital data
• The more data-rich your business
becomes
• The more important it is to ask the
right questions
• Good questions should identify the
specific decisions
• More accurate views of opportunities
and risks

22. Build a 360-degree view
• Put the customer at the centre of
business decisions
• Understand the lifetime value of a
customer
• The combination of big data and
analytics offers new opportunities
• Find out what matters for your
customers

23. Customer value is not
constant
• Understand consumer needs and
attitudes
• Identify consumer segments
• Quantify how much your customers
are worth to your business
• Identify the most valuable
prospective customers
• Identify customers who matter the
most and reward them
• Encourage customers to buy more,
and more often

24. Improve ability to target the
highest-value opportunities
• Scope richness of your customer data
• Develop marketing programs that
cost less and return more
• Understand who are the influencers
• Develop tailored offers based on
expected customer value
• Apply advanced analytics to
consumer data
• Map the decision journeys of your
target segments

25. Harness customer data
• Organizational commitment
• Analyse the right data
• Develop the right analytical
capabilities
• Cultivate the right methods so your
business can act and make decisions
differently

26. “Be as you wish to be seem”
Socrates, 469 BC - 399 BC

27. THE FUTURE IS NOW

28. RAISE THE BAR

29. CULTURE OF INNOVATION

30. EMBRACE THE DIGITAL AGE

31. BEYOND MARKETING

32. DELIVER CONVENIENCE

33. DELIVER ENGAGEMENT

34. DELIVER SUPERIOR EXPERIENCE

35. Final
Thought's

36. TECHNOLOGY DATA CONSUMER
BRANDS
AGENCIES

37. Leverage
Technology

38. Transform
your
Thinking

39. Deliver
“Real”
Experiences

40. Thank
You!
www.wearedbp.com
Ivan Fernandes,
Founder of Digital Business Partners - wearedbp
@wearedbp
ivanf@wearedbp.com
uk.linkedin.com/in/ivanfernandeswearedbp/