Pitääkö markkinointijohtajan ymmärtää IT:tä
..ja miksi muka..?
Koska pian käytät IT:hen enemmän rahaa kuin IT itse.
Usko pois.
http://www.youtube.com/watch?v=DNnCZyC14F4
© Mark Comerford @markmedia
Megatrendit jylläävät
Consumerization and Digitalization Drive the Nexus
Consumerization Greater choice = demand driven market The demanding consumer products, services, channels and prices to fit my need Technology-‐enabled consumer behavior
Digitalization Electronic straight-‐through processing across all channels and source systems New sources of electronic content and data to be used for internal processes, such as product development, underwriting, marketing and customer service
Organizations
Consumers' Smartphones, Tablets, Notebooks, IM, VoIP, Mobile Social Networks
Consumers
People
Employees
End Customers
Contractors Email, IM, Shared Data
ERP, Supply Chain, SFA, BI, CRM
Living in the Age of Postconsumerization
Users Rule IT
Miten hyvin tunnet asiakkaasi?
Are You Taking the Digital Customer Experience Seriously Enough?
Has an online experience ever changed your opinion (either positively or negatively) about a brand or the products and services it offers?
Has that experience influenced whether or not you purchased a product or service from a brand?
Source: Razorfish
34.7% No
97.1% Yes
2.9% No
65.3% Yes
Forming, Strengthening and Solidifying Relationships
CUSTOMERS
PARTNERS SUPPLIERS
EMPLOYEES
Relationship Management
GOVERNMENT
TRADE ORGS
UNIONS PRESS/MEDIA
COMMUNITY
INVESTORS
ALUMNI
CANDIDATES
PROSPECTS
USERS
Example: Giffgaff, Peer-‐to-‐Peer Support
100% of customer support is provided
by the customer community
Company said it had paid out to its community £1m in December 2011, with
one member earning >£13 000
Average time of 93 seconds to get question answered. Net promoter score = 73% (>50% means excellent)
Community members outnumber employees 5000:1
Kauppa karkaa verkkoon!
Integrating Analytics With Customer-‐Centric Merchandising. G00231835
Pian tuotteet markkinoivat itseään..
address
applied to
IT liiketoiminnan kehityksen tukena
Business Model Analogies: What are we like, and where could we "steal" business model innovations from using analogies?
Inside-out: What are our persistent issues in each component, and how could IT help?
Bottom-up: What new technologies/trends exist, and how could they disrupt our business model?
New Technologies and Trends
Business Model Components
Business Issues and Opportunities
Do Your Customers Willingly Tattoo Themselves With Your Corporate Logo?
Mitä vastauksia on saatavissa?
Mitä ne oikeasti meistä sanovat? (asiakkaat, loppukäyttäjät, työntekijät..)
Mihin meidän toimintaympäristömme on menossa?
Minkälainen tieto on juuri meille käyttökelpoisinta? Mitä hakea?
Mitä ne mahtavat seuraavaksi tehdä?
Löytäisimmekö joukosta joitain ryhmiä ja asiakasprofiileja?
Mitä ne ovat tekemässä?
Mitenköhän tuohon joukkoon voisi vaikuttaa?
Ei Sci-‐fiä vaan nykypäivää!
2013 PC:n, TV:n, puhelimen, tabletin pääasiallinen ero on
näytön koossa.
2016 länsimaissa vilkutellaan laitteille
enemmän kuin kavereille
Kotimatkalle
IT ei johda sinua johda sinä IT:tä
Kaikki digitalisoituu ja kuluttajistuu
Steal with pride
Mahdollista!
Kiitos!
Yhteystiedot:
Katriina Valli Business Unit Director, ICT Industry
+358 50 5015 403 [email protected]
www.marketvisio.fi I www.gartner.com
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