Insights Issue 5

The Fifth Anniversary of Our Boundary-Breaking Publication
Digital Business Strategy

Insights Issue 5 marks the fifth anniversary of our boundary-breaking publication and a significant addition to our thought leadership platform. Focusing on reimagining business in the age of the customer, Issue 5 covers a range of topics including experience design and platforms, enterprise agility, mobile marketing and commerce and emerging technologies such as chatbots and emotion insights.

Here are a few of the key themes weaved throughout this edition:

1. Analyzing and understanding the value of digital business transformation

As more and more businesses begin to understand why they need to transform and how to do it, the next step involves answering the question “What is the value of digital business transformation? And how do I measure it?” Some relevant articles include:

Helping Clients Reimagine Business in the Age of the Customer
Nigel Vaz, now CEO of EMEA and APAC for Publicis.Sapient, highlights our point of view regarding digital business transformation, supported by two proprietary studies that we’ve done on the topic. He highlights several ways to assess the success of digital business transformation, as well.

The Rise of Digital Experience Platforms
This piece explores how marketing uses technology to transform organizations. And it presents some of the key steps and value metrics involved in building a digital experience platform, the evolution of which aligns very well with digital business transformation.

2. Redefine your entire business around operating in a digital world

Rather than simply introducing digital components into physical spaces, organizations must think of the balance that they want to strike between these two realities. Each company will be different and what works for one may not work for another. Some relevant articles include:

Global Retailing in the Digital Age
This proprietary research uses the retail industry to showcase how experience-oriented companies are the ones that harmonize the digital and physical and not the ones that simply throw in digital components wherever they can.

Banks, Brands and Consumers: A Vision for Mobile, Payment-Driven Change
Another piece of proprietary research, this time centered around mobile payments. The banking industry is also in need of a physical-digital balance and mobile payments are a great area in which to apply this thinking for the creation of ideal banking experiences.

How Brands Are Changing the Context of Location Marketing
Location marketing, and the questions surrounding it, offers some valid advice on how to think about streamlining experiences across digital and physical boundaries.

3. Aligning with the fast-paced evolution of mobility and mobile usage

Consumer mobile behavior continues to go beyond the pure “mobile” aspects of a device. Smartphones and their brethren can (and are expected to) now be used in novel ways to enhance consumers’ surrounding environments and experiences.

Global Retailing in the Digital Age
The retail industry is one that is being disrupted heavily by the evolving definition of mobility and mobile usage.

Banks, Brands and Consumers: A Vision for Mobile, Payment-Driven Change
Jumping off of the retail research example above, mobile payments is a subsequent example of a way in which mobility and mobile usage are evolving.

Conversational UI: Talking Loud and Saying Plenty
Similar to mobile payments, chatbots represent another great example of evolving uses for mobility and this article discusses how this is affecting the way brands think about experience.

How Brands Are Changing the Context of Location Marketing
This piece aligns with the theme by discussing the evolving usage of mobile across different physical places along a customer’s journey and how brands can integrate themselves (via mobility) into those different locations.

4. Better connecting technology and marketing in order to sustain experience

We continue to advocate for the joining of the CTO/CIO and CMO into the role of the CMTO. Along these lines, most companies’ first encounter with this shift is through the increasing internal collaboration between technology and marketing in building products and/or services that better customers’ lives. This synergy is what takes one-off innovation and transforms it into sustained quality across branded experiences.

Helping Clients Reimagine Business in the Age of the Customer
This piece includes some of the great thinking and research done around the benefit of merging technology with marketing.

Global Retailing in the Digital Age
In our retail research, you can see how the collaboration between marketing and technology leads to enhanced experiences and sustained innovation.

Dispelling 5 Myths about Experience Design
This article presents a simple client example of how thinking in terms of technology and marketing together leads to better user experiences.

The Rise of Digital Experience Platforms
This article presents another client example of how thinking in terms of technology and marketing together leads to optimized and streamlined customer experiences.

Enterprise Startup: Tactics for Thriving in Fast-Changing IT Environments
A portion of this piece highlights how marketing and agile technology (together) can build internal structures that allow for sustained, quality innovation.

Artificial Intelligence: Applying Big Data, Machine Learning & Causal Reasoning to Digital Transformation
The layering of artificial intelligence systems to better leverage data in creating experiences is probably one of the best examples of this theme, and is the thesis of this entire article.

Leveraging Emotion Insights to Drive Experiential Return
Emotion insights give organizations higher value consumer behavior data around experiences, which then allows organizations to deliver more effectively on this theme.

Conversational UI: Talking Loud and Saying Plenty
Conversational user interfaces, as a whole, are great examples of this theme and this article offers demonstrations of its integration across multiple industries.

5. Evolving the test and learn mentality using new technologies

To keep up with the pace of technological advancement and consumers’ generational distinctions, organizations are evolving the agile structures and thinking that allow them to test and learn faster (see pages 95-97 for a clear description of this theme). In this case, digital and automation act as enablers/facilitators by sitting at the core of these structures and strategies.

Helping Clients Reimagine Business in the Age of the Customer
This theme is a great example of digital business transformation, whose importance is highlighted in this article.

Banks, Brands and Consumers: A Vision for Mobile, Payment-Driven Change
The key recommendations in this article play to the theme above by showing how much technology in the space will evolve and, indirectly, pointing to the need for quick and agile methodologies in order to be prepared.

Enterprise Startup: Tactics for Thriving in Fast-Changing IT Environments
While a bit technical, there are clear points in this piece that highlight the importance of an evolving test and learn mentality that integrates the latest technologies.

Artificial Intelligence: Applying Big Data, Machine Learning & Causal Reasoning to Digital Transformation
Artificial intelligence is an example of a new space where the mindshift posed by this theme could work well.

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