Date post: | 09-Jan-2017 |
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Technology |
Upload: | jake-dimare |
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Jake DiMareHead of Marketing
GDS CMO SUMMIT
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Avoiding the Tragic Mistakes in Digital Transformation
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Who are you?
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Jake DiMare Head of Marketing at Digital Clarity Group
Los Angeles Officewww.digitalclaritygroup.com [email protected]@jakedimare
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Physical
Web
Mobile
Wearables
Social
Connected Home
More is expected of marketing than ever
The number of digital touch points is expanding.
More and more consumers are turning to digital channels to complete transactions.
Customer journeys are growing more complex. Wearables
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Making it all work…
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@jakedimare | #TragicMistakes 21Source: Accenture CMO Insights Report
78%
Marketers believe the role will undergo a fundamental change in the next 5 years.
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63%
Senior executives believe digital transformation isn’t happening quickly enough
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WE ARE HERE!
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Yet…
Source: http://blog.gleanster.com/2013/04/13/whats-wrong-with-marketing-automation-today/
80%
Companies that invest in marketing automation fail to leverage the full breadth of features in the tools
70%
Marketing organizations have difficulty moving beyond traditional batch and blast email campaigns.
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THE STRUGGLE IS REAL
It’s not all about the technology.
Understanding the Tragic Mistakes
www.digitalclaritygroup.com/VOCalis
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Tragic Mistake #1
Failure to lead transformation with a strategy, or with an outdated or ill-informed strategy.
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Tragic Mistake #2
Selecting technology before or separately from selecting an implementation partner.
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Tragic Mistake #3
Underestimating the critical importance of discovery and requirements gathering.
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Tragic Mistake #4
Failure to assign explicit ownership for the transformation and migration of content.
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Tragic Mistake #5
Overestimating the importance of technology, while underestimating the critical importance of people and process.
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Tragic Mistake #6
Underestimating or misunderstanding the total cost of ownership associated with enabling technology.
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Tragic Mistake #7
Failure to articulate business critical KPIs or focusing on vanity metrics instead of business critical data.
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Tragic Mistake #8
Insufficient understanding of the customer’s goals, needs, and pain points. Lack of Customer-Centricity.
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Tragic Mistake #9
Poor understanding of the overall topology of a unique marketing technology ecosystem.
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Tragic Mistake #10
Failure to define and clearly communicate organizational goals associated with transformation early and often.
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What have we missed?