198 Lotus blogs updated hourly. Who will post next? Home | Blogs | Search | About 
 
Latest 7 Posts
7 Insights into Change Management Part 2
Wed, Jun 1st 2016 4
7 Insights into Change Management Part 1
Wed, Jun 1st 2016 2
Canada lags behind U.S. in digital transformation, study finds
Thu, May 26th 2016 1
Building a Successful Change Network
Wed, May 25th 2016 3
Can Being Happier Help Your Work and Life in General?
Tue, May 24th 2016 4
How to Become a Customer Obsessed CIO #STLG2I
Tue, May 24th 2016 6
Infographic: 5 Customer Experience Trends You Need To Know
Thu, May 19th 2016 3
Top 10
Cracking the Digital Code: McKinsey Survey
Tue, Sep 29th 2015 9
Evolving Your Business to Avoid Becoming a Digital Dinosaur
Tue, Feb 23rd 2016 9
Adobe Summit: Top new features in Adobe Experience Manager WCM
Wed, Mar 26th 2014 8
IBM Portlets Running on Liberty Profile on IBM Bluemix
Wed, Jul 23rd 2014 8
The Dawn Of Marketings New Golden Age
Wed, Feb 4th 2015 8
Leading Organizational Transformations: A Digital Perspective
Thu, Feb 18th 2016 8
Infographic: 8 Ways to Jumpstart Digital Transformation in 2016
Tue, Apr 12th 2016 8
Gartner Magic Quadrant for Horizontal Portals 2014: Seeing Shifts
Mon, Oct 6th 2014 7
G2 Crowd scores Salesforce Chatter top social collaboration tool
Tue, Dec 23rd 2014 7
The UK Gets It’s First Digital Bank
Fri, Jan 16th 2015 7


Brands Must Move to Digital Experience
Twitter Google+ Facebook LinkedIn Addthis Email Gmail Flipboard Reddit Tumblr WhatsApp StumbleUpon Yammer Evernote Delicious
Michael Porter    

I read an article on CMO.com about a variety of marketing execs highlighting the needs to move to a digital experience.AdAge  Now this was from the recent Ad Age Digital Conference so keep in mind that the main focus is still on ads but at least it’s on ads that provide an experience.  In reality, a digital experience would include much more than that like:

  • Useful content rather than just ads
  • collaborative sites to gain information and answer questions (relevant to some but not all of you)
  • mobile apps and responsive sites to meet you where you happen to be
  • A true unified experience regardless of which channel your customer touches (social, web site, mobile app, etc.)

That said, I like a lot of what was said in this article. Here are a few quotes that drive what it really takes to create a digital experience:

Hyatt is currently on a transformation journey, according to Sandra Micek, SVP, global brands. It is moving from making promises around the brand to engaging consumers via digital touchpoints and delivering on the brand promise through those engagements.

According to MasterCard’s Cress, data is driving the transformation within her company and is the biggest opportunity for brands and marketers to connect with consumers.

AOL CMO Allie Kline talked about the fact that there isn’t a one-size-fits-all approach to providing engaging experiences, especially at a company such as AOL, which has so many different brands, with very different target audiences. But true for all AOL brands across the board, she said, is the focus on shortening the distance between where the consumer is and where the brands are.

Again, the focus is on the digital experience as it relates to ads but the three quotes above highlights some great elements of digital transformation in general.

  1. The need for a transformation, not just a small change
  2. Data is a core part of this. Inherent in that is a lot of back end or business optimization changes.
  3. All of this will result in a tailored customer experience in any channel.

Brands Must Move to Digital Experience was first posted on April 20, 2016 at 1:53 pm.


---------------------
http://feedproxy.google.com/~r/PortalSolutionsBlog/~3/EwSyWTcP60M/
Apr 20, 2016
6 hits



Recent Blog Posts




Created and Maintained by Yancy Lent - About - Planet Lotus Blog - Advertising - Mobile Edition