Digital Transformation & impact of
technology on Sales and Marketing
The Vision for Marketing Automation
• Marketing automation is the process of leveraging software to
automate repetitive marketing tasks. Marketing automation tools
help brands engage with their customers more efficiently.
• They streamline the process of lead management, and make
marketing activities more scalable.
• Automated systems can also send tailored messages based on past
purchases on behaviour triggers set ahead of time by marketers
inside the marketing automation platform.
• "Marketing automation helps companies to increase efficiency,
sales and engage with customers in a more personal way and grow
revenue faster."
Marketing Stack – Tool Set
Foundational Martech Stacks- B2B & B2C
• Content management system (CMS) — technology that powers a
website, blog, or other relevant web properties where marketers
want to engage their customers.
• Advertising technology —Most will use a combination of SEM
(search engine marketing), display ads, retargeting, and ad tracking
or attribution software.
• Email —email is a capability that comes built into a marketing
automation or inbound marketing platform.
• Insights and analysis —Most marketers will have website
analytics and their own business analytics tracked in either homegrown or third-party tools.
• Experiential marketing - a.k.a event marketing- with the growing
popularity of virtual events, conferences and webinars, it's
important to have the right experiential marketing tools to manage
it.
Foundational Martech Stacks-B2B & B2C-2
• Experience optimization — this includes A/B
testing and personalization software, or programs that allow
marketers to take action on their analytics /make their marketing
campaigns more efficient.
• Social media — technology to monitor social activity and make social
engagement easier can help maximize the impact. Social networks
such as LinkedIn and Facebook are also a key part of the ads
landscape, and many have paid advertising options available.
• Digital asset management (DAM) —focussed on keeping track of and
authoring static assets like images, documents and video.
• Customer relationship management (CRM) —The CRM will track all
customer relationships and can provide insights on how marketing
campaigns influence sales pipeline and customer growth.
• Search engine optimization (SEO) — SEO is often a key strategy for
driving organic traffic to websites by ranking higher in search engines.
How to implement Marketing Automation
Plans
• Marketing automation facilitates organisational processes,
customer engagement activities, marketing communications,
lead generation and follow-up, market insights as well as sales
transactions.
• How to initiate a marketing automation initiative involves a
multi- step process for a successful project implementation.
How Automation Benefits Marketers
• Marketing automation systems help diminishing the efforts and
time involved in delivering marketing campaigns and improving
results with personalized & quicker responses at scale.
• It can help anticipate customers’ expectations and purchase
patterns to optimize campaigns. Improved personalization can help
brands create more long-lasting customer relations, drive more
engagement, and revenue from campaigns.
• Personalized engagement can also help in offline transactions and
conversion by automating different points of the customer journey
across various channels.
• Marketing automation systems also assist in identifying and
anticipating when the customers will make purchases.
Digital Marketing vs Digital Transformation
• Digital transformation is a process and digital marketing is a
technique that can be used while you are working to enhance
your business.
• Digital transformation is something that you work to improve
your business process, its workflow through hassle-free and
automation processes.
• Digital marketing is the implementation of various advanced
marketing techniques for promoting your business’s
online presence organically.
https://www.youtube.com/watch?v=508CR1fd
8ws
Digital marketing techniques
• SEO — This is a digital marketing technique that is implemented to
improve the website traffic and its online presence in search
engines like Google.
• Content Marketing — It is used to attract and retain customers by
creating and sharing relevant content/articles representing your
brand. The content could be a blog, article, social media post,
campaign, video content etc
• Email Marketing — email marketing is a great strategy whether it
is deployed for signing up visitors or acknowledging customers or
trying to retain them.
• Social Media Marketing — An efficient way to promote brand
awareness globally by posting products/services on different social
accounts, or promoting the brand with the help of social media
influencers.
• Referral Marketing — Introducing a referral program can bring in
more customers and conversions.
Digital Transformation Techniques
•Cloud- Cloud is the platform for enabling agile application
development and is key to delivering flexible, on-demand access to
new digital business offerings. It allows organizations to scale
infrastructure as needed to support changing business priorities,
while reducing the risks of wasted IT resources.
•Artificial Intelligence / Machine Learning— The implementation of
AI in a business generates better productivity and makes use of data
efficiently. AI can help in analyzing the customers’ behaviour, gather
insights to identify the trends in real-time and improve customer
satisfaction by automated customer service.
•Augmented and Virtual Reality — AR and VR is utilized in various
industries. VR can help healthcare professionals to practice complex
procedures in a safe and realistic environment.
- AR & VR can also be utilized in the military for training soldiers.
The technology can also be effectively used in industries like
retail, automobile, entertainment, museums and arts/ culture.
Digital Transformation Techniques- cont’d
• IoT — The Internet Of Things is the system of interrelated
computing devices, machines, and objects that can transfer data
without any interaction. This helps in gathering information like
user preferences and helps access the target audiences efficiently.
• Big Data/ Analytics — It helps in improving data collection as it is
capable of handling a large amount of data collected by organizations.
The data analytics technique also helps in analyzing the performance
of any campaign- useful for the business to decide on what
improvements / changes are required.
• Block Chains — This technique allows enhancing business with the
automated business processes, and launch of new digital products.
The information on blockchains are linked with cryptography,
decentralized, verifiable, and easily viewable for the public.
– It helps in improving the trust, security, and transparency of the
data shared in the business network.
Digital Transformation Techniques- cont’d
•Bots — Bots are improved intelligent systems on the internet that
can interact with the user. This helps with the two-way
communication between the customer and the brand.
•This is commonly used to provide searches, and product
recommendations in the retail sales department.
What Is Digital Transformation?
• Digital transformation is the process of using digital
technologies to create new — or modify existing — business
processes, culture, and customer experiences to meet changing
business and market requirements.
• It transcends traditional roles like sales, marketing, and
customer service. Instead, digital transformation begins and
ends with how engage with customers.
• As people move from paper to spreadsheets to smart
applications for managing business, they have the chance to
reimagine how to do business with digital technology.
7 Action Fields of Digital Transformation
What’s the difference between digitisation,
digitalisation, and digital transformation?
• With computerization, most businesses started converting all
of ink-on-paper records to digital computer files- this is
called digitisation: the process of converting information
from analog to digital.
• While finding and sharing information became much easier
once it had been digitised, the ways in which businesses
used their new digital records largely mimicked the old
analog methods.
• Digital data was exponentially more efficient than analog,
but business systems and processes were still largely
designed around analog-era ideas about how to find, share,
and use information.
Digitalisation is using digital data to simplify
how you work.
• The process of using digitised information to make
established ways of working simpler and more efficient is
called digitalisation: Digitalisation is about doing business
faster and better now that all data is instantly accessible.
• As digital technology evolved, people started generating
ideas for using business technology in new ways, and
not just to do the old things faster.
• Thus the idea of digital transformation began to take shapewith new technologies, new things — and new ways of doing
them — were suddenly possible.
Digital transformation adds value to every
customer interaction.
• Digital transformation is changing the way business gets
done and also creating entirely new classes of businesses.
• With digital transformation, companies are revisiting
everything they do, from internal systems to customer
interactions both online and in person.
• They’re asking big questions like “Can we change our
processes in a way that will enable better decisionmaking, game-changing efficiencies, or a better
customer experience with more personalisation?”
• Netflix started out as a mail order service and disrupted the
brick-and-mortar video rental business. Then digital
innovations made wide-scale streaming video possible.
Digital transformation adds value to every
customer interaction- 2
• Today, Netflix takes on traditional broadcast and cable
television networks and production studios by offering a growing
library of on-demand content at ultra-competitive prices.
• Digitisation gave Netflix the ability not only to stream video
content directly to customers, but also to gain unprecedented
insight into viewing habits and preferences.
• It uses that data to inform everything from the design of its
user experience to the development of first-run shows and
movies at in-house studios.
• That’s digital transformation in action: taking advantage of
available technologies to inform how a business runs.
Adapt your business to leverage digital
transformation.
• The old model was to wait for customers to come find you,
whether in person or by calling an Toll-Free number.
• The rise of social media has changed service much like it’s
changed advertising, marketing, and even sales and
customer service.
• Social media has become an additional channel (and
opportunity) to offer better customer service.
• Digital transformation encourages businesses to knock down
walls between departments.
• As social media presence improves it encompasses service
and marketing, tied together by a digital platform that
captures customer information, creates personalised
journeys, and routes customer queries to the right service
agents.
What are the drivers in digitalisation and
digital transformation?
• The root of any change in business starts with
customers.
• Modern customer expectations are being driven by
largely digital technology and innovations.
• The digitally connected world makes it easier than ever
for customers to comparison shop and move from one
brand to another, often with minimal effort required.
Digital innovation shapes business across all
industries.
• Digital transformation impacts every industry- client
services, digital media, or physical goods,
technological innovations can transform the means
of production, distribution, and customer service.
• The customer could be a consumer or a businessto-business (B2B) client.
• Perspectives need to be expanded to also include
employees. Employee expectations are being driven
by their own consumer experiences, particularly
when it comes to digital innovation in the workplace.
Customers expect digital technology and
innovation.
• Today’s customers are connected 24/7, and increasingly
want and expect that same around-the-clock access to the
companies they do business with.
• The key drivers behind this change in consumer behaviour?
Mobile devices and social media.
• 73% of customers prefer to do business with brands that
personalise their shopping experience, according to the
Harvard Business Review.
• Salesforce’s research also reports that 57% of consumers
said it’s absolutely critical or very important for companies
they purchase from to be innovative.
• 70% of respondents said new technologies have made it
easier for them to take their business elsewhere.
Employee empowerment drives digital
solutions.
• The Apple iPhone wasn’t originally marketed to businesses,
but it quickly became popular, to the point that corporate IT
departments had to accommodate employees wanting to use
iPhones in lieu of other devices.
• The iPhone disrupted the status quo for technology adoption
in the workplace. Instead of IT leaders telling employees
which approved devices to use, enough workers asked for
iPhones that IT departments eventually acquiesced.
• This trend continues today, with more “consumer-grade”
technologies making their way into the workplace.
• Enterprise software has started taking design and
functionality cues from the consumer world!
Digital-first employees are connected
employees
• Digital era millennials expect to enjoy the same powerful,
easy-to-use digital tools in the workplace as they do in the
rest of their lives.
• Today’s employees thrive in environments that make it easy
to collaborate, access information, and work anytime and
from anywhere.
• For small businesses, the efficiencies afforded by going
digital are:
-having one comprehensive database shared across the entire
business,
-leveraging customer data to create personalised messaging and
service strategies,
- enabling employee connectivity from mobile devices, for example —
This can free small teams up to spend more time winning
and keeping new customers.
Digital innovations are transforming
industries.
• Machines themselves are getting smarter. Artificial
intelligence (AI), the Internet of Things (IoT), cloud analytics,
and sensors of all sizes and capabilities are transforming
manufacturing, production, research —across all industries.
• Digital innovations like AI and the IoT are driving all manner
of advancements in the production of everything from
consumer goods to cars and trucks.
• Optimised manufacturing processes adapt to changing
consumer demand. Cloud-based software affords real-time
visibility into supply chain logistics.
• Customer experience mapping powered by machine learning
surfaces key insights to help product planners, marketers,
and budget makers alike do their jobs better.
Why do businesses need to transform in the
digital era?
• Digital transformation is being driven by the basic desire to
make work better for everyone, from employees to
customers.
• If the competitors are leveraging digital transformation to
streamline production, expand distribution, build a better
workplace for employees, and improve the overall customer
experience, you’d better up your game, too.
• How are these changes taking shape? What does digital
transformation look like in practice, across different parts of
an organisation?
• Let’s take a look at some examples.
Examples of digital transformation in
marketing.
• The goal of digital transformation in marketing is to find more
customers while spending less money- digital marketing generates
more quality leads and helps you get closer to all customers.
• The shift from analog to digital marketing materials helps these
efforts in two key ways.
– First, digital materials are generally cheaper to produce and distribute than
analog media. Email is far less expensive than print-and-mail campaigns.
– Second, digital marketing opens the door to marketing automation,
analytics tracking, and dialogue with customers
• Marketers can build 1-to-1 journeys that observe customer
behaviours and instead of going on instinct and gut feelings alone,
marketers now have data-driven insights at hand to help craft
those journeys.
Digital transformation helps marketers
connect with individual customers.
• “Welcome to Marketing in the Age of the Customer,” looks at
the most popular digital tools and how marketers can
leverage them across the entire customer lifecycle.
• The entire post serves as a great primer on how technologies
— ranging from cloud computing to artificial intelligence —
can help you get closer to customers.
• Some examples from that article that detail how digitally
transforming your messaging strategy can increase customer
engagement and reduce costs.
Digital transformation helps marketers
connect with individual customers- cont’d.
Traditional Marketing
Channel
Digital Marketing Channel Transformational Impact
Print materials
Digital materials
Print mail campaigns
Email campaigns
Print/billboard advertising
Social media advertising
Reduce cost of print and distribution;
ability to score/grade prospects based
on digital interactions
Reduce cost of print and postage;
greater scale and personalisation
Personalised targeting; lookalike
audience targeting
Brick-and-mortar storefront Website/ecommerce site
Eliminate rent/utilities; accessibility
and scale; opportunity to nurture
prospects at scale
Loyalty Club Card
Reduce signup friction; reduce cost of
printing cards; ability to personalise
promotions and trigger offers in realtime; opportunity to push offers and
messaging out to customers.
Mobile App
Examples of digital transformation in sales.
• The ability to collect large amounts of precise data on
consumer behaviour lets marketing and sales teams, in
particular, approach their work in ways never before possible.
• Looking at consumers as individuals, and studying their
behaviour from the first touch-point all the way through the
buying journey, brings to light the natural bond between
marketing and sales.
Data makes every sales rep productive.
• When marketing and sales teams share information across a CRM,
and individual sales reps enter sales activity and keep their
pipelines up to date on the platform, information flows freely
throughout an entire organisation.
• More eyes on the same information means more opportunities to
share intelligence across the entire business. Someone from
marketing ops sees a sales rep’s note about a prospect in the
CRM, and shares marketing campaign activities related to the
prospect that helps move the deal along.
• As information flows and gathers within the company, you can
leverage cutting-edge digital innovations like artificial intelligence.
Digital transformation creates AI-driven sales
techniques.
• As AI services evolve, they’re studying sales and marketing data not
only from the end-consumer standpoint, but also to determine the
effectiveness of sales techniques and strategies themselves.
• In addition to surfacing insights around which demographics are
more likely to buy at what times of the year, AI can shed light on
which sales strategies have proven most effective over time, or
what promotions and product bundles bucked long-term trends to
move the revenue needle.
• Further, the systems look for correlations, patterns, and even
anomalies to give teams a competitive edge when going after
accounts. Combining AI-driven insights with the tribal knowledge
of sales teams is the ultimate realisation of digital transformation
for sales
Social selling strategies are a key component of
digital transformations.
• Social media is everywhere, PricewaterhouseCoopers recently
found that 78% of consumers were in some way influenced by
social media during their buying process and buying behaviour
was directly affected by reviews and comments they came across
on social.
• Consumer participation in social media has changed the buying
process, so any successful digital transformation needs to
incorporate a social selling strategy.
• As the Digital Marketing Institute says, “Successful social sellers
can be regarded as thought leaders, or even trusted consultants,
by prospective customers as they provide value through industry
insights, sharing expertise and offering solutions to common
consumer questions through creating or sharing insightful
content.”
Examples of digital transformation in service.
• Customer service, and our ideas around where service begins and
ends, are being upended by the digital era.
• The “on-demand economy” has quickly grown to a global
movement , and as Forbes put it, “Uberized the entire economy.”
• A combination of smart-phone ubiquity, electronic payment
systems, and apps designed to match demand (consumers) to
supply (gig workers) in real time has created a world in which
nearly anything is just a swipe and tap away, around the clock.
• With everything now available at their fingertips, customers are
expecting more and more and for service departments, that
means greater expectations for 24/7 problem-solving on the
customer’s channel of choice.
Social media is the new customer service desk.
• A host of tools designed for social service makes it easy to
highlight customer needs, integrate social channels into your
service workflows, and start measuring brand sentiment and
activity across social media.
• Meeting your customers where they already are is a big part
of winning business in the digital world – it is the difference
between struggling to keep up with customer needs and
turning service calls into opportunities to grow your brand.
• Collaboration across the different parts of the business is key.
When information is freed from silos, teams collaborate more,
and businesses perform better.
Self-service is a service agent’s best friend.
• Not so long ago everything from canned goods to kitchen
appliances came with a toll-free customer service number, and
that was your only avenue for everything from product questions
to warranty claims.
• The digital age brings so much more flexibility. The self-service
portal is a great example.
• These user-facing tools, with user friendly design, offer features
like password reset, self-logging of incidents, service requests, and
knowledge base searches.
• They can also include more interactive services like collaborative
spaces, chat services, and embedded social media feeds that are
relevant to service issues, and can help toward personalising selfservice for customers.
AI plays a key role in the digital transformation of
service.
• AI-powered chatbots that answer simple customer inquiries
serve as a welcoming presence on your website, reducing the
time customers have to wait to reach an agent.
• Deploying chatbots to handle level one inquiries also frees up
service personnel to spend time on more sensitive cases. AIpowered bots can serve as the entry point into intelligent case
routing systems.
• When a customer’s query is too complex for the chatbot to
handle, natural language processing helps map the question
to the best available expert to resolve the situation.
Examples of digital transformation across
industries.
• All digital transformations start with the move from analog to
digital — that is, taking information off paper and putting it into
the digital realm. These basic ideas apply to all businesses and
industries:
– Meet customers in the digital channels they already frequent
– Leverage data to better understand your customers and the marketplace as
a whole
– Free your data and share intelligence across your entire business
– Encourage once-separate groups like marketing, sales, and service to
collaborate
• Digital transformation is helping many industries. Let’s look at
how these ideas are being applied in a few specific ones.
Examples of digital transformation in banking.
• Automated teller machines (ATMs) came along and streamlined the
basic transaction process, extending business hours and reducing
wait times and dependencies on employees for cash withdrawals
and other transactions.
• ATM technology then evolved to accommodate cash and check
deposits, more secure transactions, and support for multiple
accounts, including credit cards and mortgages.
• PCs and mobile devices have given way to online and mobile
banking, and cashless payment systems. Consumers now conduct
more and more bank business via the web, including paying bills and
sending funds directly to friends and family.
• Mobile banking apps and a new wave of payment systems, including
PayPal & Apple Pay, let consumers pay for everyday purchases with
accounts linked directly to their phones, no cash /plastic card.
Examples of digital transformation in retail.
• Digital transformation has both impacted the in-store retail experience and
ushered in the age of ecommerce. Digital technologies have improved the
retail experience for consumers and proprietors alike, enabling everything
from loyalty cards and e-coupons to automated inventory and retail analytics
systems.
• Shoppers who used to clip coupons from newspapers and magazines now just
show their phones at checkout to access in-store discounts and deals- their
purchases are tallied by digital systems that track consumer behaviour trends,
tie into inventory and purchasing systems, and trigger individualised customer
journey events like email and SMS messaging.
• Additional personalisation of the in-store experience can be enabled by digital
beacons that link to mobile apps to sense when particular shoppers enter the
store- thereafter anything from a phone alert to a personal concierge can be
deployed to enhance the retail experience.
• Retailers are now even experimenting with subscription-style sales using
Internet of Things technology. Amazon, for example, has Dash Buttons: IoTenabled devices with buttons that trigger automated reordering of an item.
Branded Dash Buttons are available for a growing number of household goods
and other items regularly in need of replenishment.
Examples of digital transformation in insurance.
• Web- and app-based self-service portals make it easy for
consumers to comparison shop, enrol in coverage, use multiple
agents and carriers for different types of insurance (home, car,
life, and so on), and file claims- much of this is now possible
without the need to actually speak to an agent
• Inexpensive, IoT-enabled sensors are giving insurers access to a
wealth of data that’s informing industry forecasting and claim
reviews alike. For e.g. In-vehicle sensors monitor actual driving
habits, rewarding consumers who routinely drive safely under the
speed limit or log fewer-than-average miles.
• Sensors connected to phones could also be used to deter texting
while driving by disabling a driver’s messaging apps while in
motion.
• Connecting vehicles to wearable devices with blood alcohol
measurement capabilities could help prevent drunk driving by
temporarily disabling the engine.
Marketing's Role in Driving Brand
Experiences
• The dynamic environment in which we work, one thing
remains consistent: We exist to generate more demand for
our company's products and services.
• We have hundreds of metrics to gauge success, but what
matters most are our contributions to the bottom line:
– Driving customer acquisition
– Generating sales
– Decreasing customer churn
• These goals have changed little over the years, but to attain
them, we must recognize how shifts in cloud computing,
mobile, social media, and artificial intelligence are reshaping
how we market.
Cloud Computing for Marketing
• Forecasts from Forbes, Cisco, Forrester, and Gartner predict that
by the end of 2016, more than a third of the world's digital
content will be stored in the cloud.
• As of 2021, around 50 percent of all corporate data is stored in
the cloud.
• Marketers can operate with greater speed and immediacy than
ever before-with more access to testing and instant optimization.
• With the ability to scale programs with near-infinite amounts of
data, we can all better manage and personalize the customer
journey, sending billions of 1-to-1 messages across every channel:
email, mobile, social, apps, the IoT, and more.
• With easy access to apps in the cloud, marketers now have
control over businesses, allowing them to focus on innovation,
not infrastructure.
Applications of Cloud Computing
Cloud Computing Use Cases
Mobile Marketing
• People are attached to cell phones 16 hours a day and check
them 80+ times a day.
• Apps give people context that can create connected customer
experiences and drive personalization with location,
proximity, speed, weather, and other daily cues.
• Mobile messaging-in-app push notifications and text
messages-help us connect with customers when they need it
most.
• Customers are now notified when their flights are delayed,
when their reservations are ready, or when their pizzas have
been delivered.
Social Media Marketing
• According to this case study from Facebook and Salesforce,
marketers who align messaging in email campaigns with social
advertising strategies have seen a 22% lift in email conversions.
• The average Facebook user spends 50 minutes per day on
Facebook, Instagram, and Messenger. That's more than any other
leisure activity the Bureau of Labor Statistics surveys except
watching TV and movies, according to the New York Times.
• Because these networks are identity-based platforms, marketers
can reach more prospects, fans, and followers than ever-and in
the process, learn an incredible amount about them.
• Social managers can create personalized experiences through ads,
recommendations, and customer service-as well as use social to
drive email subscriptions and app downloads.
What is augmented and virtual reality?
• AR allows brands to provide their customers with unique, engaging
experiences that combine ‘real’ and virtual interactive elements.
This emerging trend is changing the marketing and sales game,
becoming one of the main choices among B2C markets.
• AR can be applied in many different ways, such as in apps
or connected packaging so that a business could benefit from this
fresh, interactive virtual solution and stand out from the crowd.
• On the other hand, it still has some flaws- as with all tech-based
solutions you might face the issue of having a glitch in the system, a
temporary error or a frozen image.
• However, as the technology is maturing, solutions are becoming
more reliable.
Applications of AR and VR in Marketing
Applications of AR and VR in Marketing
The top use cases of chatbots in marketing
•
•
•
•
•
•
Reach out to potential customers. ...
Generate leads from digital visitors. ...
Provide information. ...
Schedule appointments. ...
Enable omni-channel instant customer service.
Collect customer reviews.
Chatbot Applications
IoT- Internet of things
IoT Applications
IoT and Advertising
IOT and Branding
IoT and Content Marketing
• Smart devices have already started to impact the way we
create content. The SEO landscape has changed dramatically
in the last few years.
• Search strings are becoming longer and more like natural
speech as users increasingly use digital assistants to carry out
their searches. They’re no longer Googling for “cleaning
services Philadelphia.” Instead, they’re saying, “Hey Google,
what are the best cleaning businesses near me?”
• This means the way that content creators and content
marketing agencies need to write for the web has changed.
Artificial Intelligence for Marketing
• Today, just 5 percent of business data has been analyzed and it
requires skilled data scientists to develop apps and extract
insights.
• Over the next decade AI has the potential to make every company
and every employee smarter, faster, more operationally efficient
and productive.
• Marketers can use artificial intelligence to recommend products
and offers to customers, tailoring messages according to important
metrics, such as email opens, browsing activity, and conversions.
• Customer data can help identify new audience segments to target
with more relevant messages and offers. Marketers can measure,
test, analyze, and optimize every step of the journey, getting
insights into traffic, sales, and service metrics.
Use Cases for AI-ML for Marketing
Organizations
How Blockchain Affects Marketing
Blockchain can manage & record data securely, conduct trusted transactions,
increase automation and data reliability, enable data flows among partners :
• 1. A Way to Share Rewards
The distributed ledger technology automates payments at any scale, making
it possible for brands to send micro-amounts to the consumers. This has
massive implications as it is used to transfer money directly into bank
accounts, replacing gift cards and online credit with limited redemption
possibilities. This lets customers have a monetary incentive, no matter how
small the interaction is.
• 2. Optimized Advertising Value Chain
One of the focus areas for blockchain in marketing is Adtech. Managing
digital ads is a prime candidate for moving to a secure, transparent, and
accountable distributed ledger.
• 3. Verifies Data For Customer Intelligence
Blockchain can gather, check, store, and automatically update databases with
a little human intervention. This is believed to transform the customer
insights’ approach and is the perfect underlying platform to generate ideas
because it prioritizes data-driven marketing.
How Blockchain Affects Marketing
• 4. Targeted Content Delivery
Data can be linked to a hyper-personalized segment of insight generation
rather than using automated insight generation for effective targeting.
• 5. Serverless Architecture
Serverless architecture is a better option than traditional cloud hosting
to deal with thousands of transactions as it allows stores to scale as per
customer demand. Blockchain directly enables brands to gain from zero
performance gaps and indirectly by going serverless as it will enable
them to host on-demand campaigns.
• 6. Transparency and Trust
Blockchain helps advertisers select the right publishers, quantify the
results of an advertising campaign, helps build trust, and prevent fraud.
This reduces cost and speeds up transactions. Consumers are aware of
the entire process before the distribution of goods is visible.
Successful companies that have adopted
digital transformation
• Porsche — The implementation of big data, machine learning,
blockchain, and IoT technologies has helped Porche in improving
customer satisfaction resulting in more sales.
• Starbucks — The implementation of the AI-based tool “Deep Brew” has
helped Starbucks to analyze and collect information like population,
income level, traffic, and it has helped them to choose the most
appropriate location for their new restaurants.
• IKEA — This traditional company has implemented augmented reality,
allowing users to choose furniture before making an actual purchase. The
company also bought “TaskRabbit” to help customers to find people for
assembling furniture. The implementation of advanced 3D and AI
technology allows customers to upload pictures and that would be
automatically displayed in 3D.
• Walmart — The company has deployed autonomous robots offering onshelf inventory, self-driving floor scrubbers and many more. It also
invested in new markets, eCommerce stores for increasing revenue.
To Conclude on Digital Transformation
• This technology is implemented when you want to make
improvements within your business process
– Example: Transformation of maintaining your business records from pen and
paper to excel or some similar applications
• Techniques used:
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Artificial Intelligence
Augmented and Virtual Reality
IoT
Bots
Big Data
Block Chains
Voice Search
To Conclude on Digital Transformationcont’d
• Its Advantages are:
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Increased transparency
Easier collaboration
Enhanced agility and innovation
Better resource management
Accurate customer insights
Employee Empowerment
Excellent customer experience
Increased Profits and productivity
Direct door to globalization with encouragement of
digital culture
Thank You
Key Questions to Ask In Order to Your Achieve
Customer Experience Goals
• To succeed, marketers must answer five fundamental questions:
– How can I blur the lines and remove the obstacles between
marketing, commerce, custom apps, sales, service, communities,
and IoT, so that there is one connected customer experience for
each individual-and do it at scale?
– How can I reach each customer, in every stage of the customer
lifecycle, with relevant and personalized messaging - and do it at
scale?
– How can I create content and campaigns that are connected
across the channels where customers are engaged?
– How can I increase the speed, quality, and impact of my marketing
departments if our data toolsets are not integrated and
incomplete?
– How do I ensure that my customer data is secure and that my
messages reach my customers anywhere, any time?
This brings us to the question of CRM....
• Customer relationship management (CRM) is a technology for
managing all your company’s relationships and interactions with
customers and potential customers.
• The goal is simple: Improve business relationships. A CRM system
helps companies stay connected to customers, streamline
processes, and improve profitability.
• When people talk about CRM, they are usually referring to a CRM
system, a tool that helps with contact management, sales
management, productivity, and more.
• A CRM solution helps you focus on your organisation’s
relationships with individual people — including customers,
service users, colleagues, or suppliers — throughout the brand/
product lifecycle with them, including finding new customers,
winning their business, and providing support and additional
services throughout the relationship.
The Difference Between Marketing
Automation and CRM
• Marketing automation and CRM work together but serve
different functions.
• Marketing automation follows top-of-funnel activities to drive
qualified prospects to sales, while CRM stores information
about the prospect and where they are in the sales cycle.
• “There’s a symbiotic relationship between marketing
automation and CRM, which means it’s critical to use a data
orchestration solution or other tools to ensure only cleansed
data flows between the marketing automation system and the
CRM,”.
CRM is a subject for another day!!
• Thank you