Adopting Digital Transformation

The practical application of data storage, data transmission and computer processing to transform business processes started in the mid-80's. These capabilities have advanced over the last 30 years to the point that the power and cost of digital technology has pushed the movement of digital transformation forward. I define digital transformation as "comprehensively changing business processes and or experience journeys by integrating digital technologies, processes changes and people skills, with the intent to create competitive advantages and accelerate profitable growth."
Digital Transformation today can mostly fall into the following three key buckets: Product Innovation - enabling existing products, integrating 3rd party product features, and creating new products.Customer Experience - this includes capabilities that touch any part of the product purchase life cycle ACTR, which includes awareness, consideration, transaction and retention/service phases.Operational Eff…

Trust in the Digital Age

Why trust is so important now.
The digital age has brought a lot of good, but it has also brought cyber crimes, the dark web, identity theft, privacy invasion, reputation damage and other growing harmful activities.
What this means to marketers is that trust should be embraced as a key brand tenet, and guarded and nurtured as a brand equity component.
Before the digital age, trust was a focus of the product promise. Did I receive what I purchased? Did it perform the way I expected? This has been a focus of the Better Business Bureau (BBB), who says they are "instilling consumer confidence and advancing a trustworthy marketplace for all." But now trust expectations have expanded and customers are asking: You will honor my privacy?You won't take my digital footprint/click-stream data and use negatively?You will protect my personal data including contact, health and government?You will protect my financial data from cyber criminals?
These are performance expectations for the…

Business Translation: Direct Private Messaging (DPM)

Direct messaging (DM) has huge business value impacting employees, prospects and customers, and marketing, sales and operations. I have not seen an aggregated summary of DM, including what it is, its limitations and opportunities, so here it is.

I prefer to refer to DM as Direct Private Messaging (DPM), which is the ability to send a private message directly to a customer(s) or any other person(s) associated with your channel or platform. A direct personalized and or segment level message creates engagement, response and ultimately customer satisfaction, lower costs and or higher revenues.

The key channels with DPM include mail, email and cellphone. Digital platforms today include Facebook, Twitter, Instagram, Snapchat, and Pinterest. These channels and platforms differ on protocol, level of personalization, message and recipient sizes, allowable recipients and other features.

Below is a summary of the nine service "Names." You will also see that there are five different protoc…

Business Translation - AI, Automation, & Robotics

It is understandable that executives are scratching their heads when it comes to understanding or differentiating between AI, automation & robotics. These logic-based capabilities have a lot to offer businesses, especially in this period of digital transformation. Below is some high-level information on these terms.
Artificial Intelligence (AI), Automation and Robotics are synonymous in that they require input(s), execute some logic/calculations and provide an output(s). At a high level the differences are the type, timing and number of inputs and outputs, the complexity of the calculations and the required computing power. At the end of the day these digitized logic capabilities speed up processes while increasing quality and reliability of data, provide better information, and reduce costs.
Interest in these capabilities has been growing more significantly since mid-2016. The graph below shows the trend of these terms on Google in the U.S. AI has risen more substantially over t…

Brand Equity in an Omni-channel World

Multi-channel marketing is a tactical approach which has evolved from offline channels like direct mail and telemarketing to include a vast number of online channels including owned, paid and earned tactics. Marketers have been tying together branding across channels for a long time by integrating brand elements, messaging and call-to-actions.
The prevalence and adoption of mobile, and the "technology always" millennial generation are game changers to branding. Multi-channel marketing efforts have moved from picking a segment, a message and channel(s), to continuous marketing pushed across omni-channel platforms. See my article How to Match Digital Experience Tactics to User Scenarios.
Brand equity provides the foundation for economic transactions….. “who are you doing busy with?” Vision, goals, strategies and tactics for attracting and retaining customers are tied to the brand equity framework.
Traditionally, the ability to attract new customers is largely perceptual. Becau…

Why the Business Side of Digital Should Embrace DevOps

I have seen business eyes glaze over when the details of development like waterfall and agile are discussed. But with digital transformation, now is the time for businesses to be wide-eyed and conversant in DevOps, an outgrowth of agile. The simple truth is that businesses need DevOps if they want to be at the mature level in their digital transformation.
Digital transformation is centered around applying technologies, enhanced processes and new people skills so businesses can accelerate revenue growth and bring in more profitable revenue. This means being agile not only on the technology side but on the customer side too.
Specifically what I mean is that user experiences are in fact agile. Today, marketing groups its users into segments which are slivers of time. Not very agile. What they should be doing is developing experiences similar to creating scenes of a movie. Check out my article "How to Match Digital Experience Tactics to User Scenarios."Waterfall and Agile developm…

How Change Management can Support Digital Transformation

When I meet with clients or colleagues I like to ask them for their definition of digital transformation. It varies widely from department to department and leadership to rank and file. The definition I share with them is "comprehensively changing business processes and or experience journeys by integrating digital technologies, processes changes and people skills, with the intent to create competitive advantages and accelerate profitable growth."
Comprehensively is the key work. The online definition of comprehensive, "in a way that includes or deals with all or nearly all elements or aspects of something." So digital transformation is about big change across a process, line of business, division or company.
Digitization is about automating processes. Applying technology to do things faster, smarter and with a higher quality than humans can do. This is more limited execution versus a transformational effort.
Another angle of digital is application modernization, whic…