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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
www.unmarketeer.com
www.unmarketeer.com
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?
www.unmarketeer.com
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
www.unmarketeer.com
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
www.unmarketeer.com
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?
www.unmarketeer.com
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....
www.unmarketeer.com
There are Businesses which have got it right
What did they do right?
www.unmarketeer.com
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.
www.unmarketeer.com
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.
www.unmarketeer.com
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
www.unmarketeer.com
The Businesses which did not get it right
www.unmarketeer.com
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
www.unmarketeer.com
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
www.unmarketeer.com
Before we design responses to the
trends, let us also break some of the
most common Myths
www.unmarketeer.com
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 .
www.unmarketeer.com
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.
www.unmarketeer.com
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.
www.unmarketeer.com
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
www.unmarketeer.com
How is Digital
Media Adopted in
Pharma industry?
www.unmarketeer.com
Digital strategy for business leaders
www.unmarketeer.com
The key stakeholders of the pharma
ecosystem patients and doctors
have evolved.
They spend more time online,
consume information digitally &
expect sophisticated online
experiences
www.unmarketeer.com
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
www.unmarketeer.com
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
www.unmarketeer.com
Patients lead in adoption of Digital Media
www.unmarketeer.com
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
www.unmarketeer.com
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
www.unmarketeer.com
Evolving the right strategy for the Digital AgeEvolving the right strategy for the Digital Age
www.unmarketeer.com
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
www.unmarketeer.com
Digital Grid – Mapping to Value Chain
R&D Marketing
Communication
Operations
and
Logistics
Sales Customer
Service
Web
Presence
Social
Business
Mobile
•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
www.unmarketeer.com
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
www.unmarketeer.com
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)
www.unmarketeer.com
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
www.unmarketeer.com
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
www.unmarketeer.com Source: IAMAI
www.unmarketeer.com
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
www.unmarketeer.com
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
www.unmarketeer.com
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
www.unmarketeer.com
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
www.unmarketeer.com
www.unmarketeer.com
Thank you. Lets touch the Future
www.unmarketeer.com
Get on www.unmarketeer.com
Email rimjhim.ray@unmarketeer.com or jk@unmarketeer.com
Or tweet to us @unmarketeer

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Digital strategy for business leaders

  • 2. 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 www.unmarketeer.com
  • 3. www.unmarketeer.com 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?
  • 4. www.unmarketeer.com 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
  • 5. www.unmarketeer.com 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
  • 6. www.unmarketeer.com 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?
  • 7. www.unmarketeer.com 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....
  • 9. What did they do right?
  • 10. www.unmarketeer.com 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.
  • 11. www.unmarketeer.com 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.
  • 12. www.unmarketeer.com 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
  • 14. www.unmarketeer.com 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
  • 15. www.unmarketeer.com 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
  • 16. www.unmarketeer.com Before we design responses to the trends, let us also break some of the most common Myths
  • 17. www.unmarketeer.com 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 .
  • 18. www.unmarketeer.com 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.
  • 19. www.unmarketeer.com 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.
  • 20. www.unmarketeer.com 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
  • 21. www.unmarketeer.com How is Digital Media Adopted in Pharma industry? www.unmarketeer.com
  • 23. www.unmarketeer.com The key stakeholders of the pharma ecosystem patients and doctors have evolved. They spend more time online, consume information digitally & expect sophisticated online experiences
  • 24. www.unmarketeer.com 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
  • 25. www.unmarketeer.com 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
  • 26. www.unmarketeer.com Patients lead in adoption of Digital Media
  • 27. www.unmarketeer.com 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
  • 28. www.unmarketeer.com 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
  • 29. www.unmarketeer.com Evolving the right strategy for the Digital AgeEvolving the right strategy for the Digital Age
  • 30. www.unmarketeer.com 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
  • 31. www.unmarketeer.com Digital Grid – Mapping to Value Chain R&D Marketing Communication Operations and Logistics Sales Customer Service Web Presence Social Business Mobile •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
  • 32. www.unmarketeer.com 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
  • 33. www.unmarketeer.com 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)
  • 34. www.unmarketeer.com 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
  • 35. www.unmarketeer.com 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 www.unmarketeer.com Source: IAMAI
  • 36. www.unmarketeer.com 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
  • 37. www.unmarketeer.com 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
  • 38. www.unmarketeer.com 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
  • 39. www.unmarketeer.com 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 www.unmarketeer.com
  • 40. www.unmarketeer.com Thank you. Lets touch the Future www.unmarketeer.com Get on www.unmarketeer.com Email rimjhim.ray@unmarketeer.com or jk@unmarketeer.com Or tweet to us @unmarketeer