Every day, there’s seemingly yet another disruptive trend that emerges out of nowhere which affects consumer behavior and the future of everything along with it. Many of you already follow some of the most notable trends disrupting markets today and I know you’re devising new strategies as a result in order to compete in these ever shifting markets.
- Real Time
- Social Media- Mobile
- Sharing Economy
- Peer-to-Peer Economy
- Maker Economy
- Internet of Things
- Crowd Funding/Lending
This wheel of disruption keeps turning and the Butterfly Effect it unleashes with each revolution is forcing the creation of new agile models to stay current let alone get ahead.
Aside from the caché that each of these white hot trends boast, they roll up into one of the most important business movements in modern history. Enter the era of Digital Transformation.
Digital transformation has been a key area of research for me over the past few years. In fact, Altimeter Group recently formed a strategic alliance with CapGemini, one of the leading authorities on the subject, to lead joint research endeavors that help guide businesses throughout their transformation efforts.
Following the CapGemini announcement, Gloria Lombardi of Simply Communicate, reached out to learn more about the alliance and also what organizations are doing to adapt to the 21st Century. I wanted to share our discussion with you here.
In our report “Why and How Companies are Investing in New Business Models to Lead Digital Customer Experiences” we analyzed some of the best companies doing well in this space. These include Starbucks, Intuit, Sephora, Lego, General Motors, and Ford.
Each of them is going through digital transformation in their own way. But, the stories we heard were phenomenal across the board. I will save the concrete examples for the report since it is free to download. However, here I’ll share some highlights.
Everyone begins at the same place. It starts with asking a simple question, “How is my digital customer and employee different from those who are traditional?”
From there, you learn about journeys, expectations, behaviours, and preferences. You start to see that the investments you make today are indeed showing signs of decay or irrelevance.
However, seeking these answers, is how we begin to learn the “why” and “how” of digital transformation.
For example, Starbucks‘ CDO Adam Brotman started with digital customers and mobile platforms. “I started with mobile; that was the heart of it where we really acted as a team,” he told me. “That worked well and catalyzed, moving into web where we were charged with figuring out what our mobile web strategy looked like and how it connected to our loyalty and payment groups. From there, it snowballed pretty quickly.”
Digital transformation is also about building relationships and alliances inside the company to expedite and scale change. Digital leaders must open the door for passionate employees throughout the company who have the energy, passion, and experience to champion change. As LEGO’s Lars Silberbauer, Global Director of Social Media and Search, shared with me, “It’s about finding those people in different departments who are willing to risk things to be a lead within the company. There are a lot of people who want to take a company forward.”
Once you have support, digital transformation will lead to new vision and operating philosophies as well as models and processes.
Another example is Motorola Solutions. The partnership between IT and marketing was elevated to an entirely new level. Dubbed the “MIT Group,” Marketing and IT formed an official alliance to focus on an integrated approach to digital customer experience and change.
Too many companies are approaching their digital transformation from a technology perspective.
But at the heart, digital transformation is the story of how people are changing.
Whether we realize it or not, the way customers and employees make decisions, the technology they use, and how preferences and expectations evolve or detour, are stories for us to discover. These are the insights that guide the transformation. Technology adoption is not the solution: it is merely an enabler for transformation.
It takes vision to make the change. I will share with you an example from our second report on digital transformation.
“The State of Digital Transformation” revealed the organizations supposedly undergoing digital transformation. (After studying the best companies out there, we wanted to compare them with everyone else).
88% of these enterprises stated they were going through digital transformation efforts. However, within the last year, only 25% of them completely mapped out the customer journey to get a clear understanding of new digital touch-points.
Digital transformation means different things to different people. That’s OK. The future is going to either happen to businesses or because of the changes they undertake today.
Change has to start somewhere. Strategists will realize that their digital customers and employees are not only different from their traditional counterparts, but also different from the executives who think they know them.
The future is really about empathy. Without empathy, there can be no real change. Without it, businesses will succumb to something that I call ‘Digital Darwinism’, when technology and society evolve beyond the ability to adapt and thrive.
Altimeter and Capgemini’s work is not only complementary; clients and prospects already substantiate it.
Capgemini takes a holistic view of digital transformation across the entire enterprise – from manufacturing to marketing, service, support and everything in between.
Initially, Altimeter Group focused on the digital customer experience and employee engagement. Our view was inspired by the work we were already doing around social media, content strategy and mobile. We learned that significant budget and resource investments are led by sales and marketing to update aging infrastructures and to pursue the digital customer more effectively.
Our initial research was designed to help marketers and IT professionals think beyond technology. We wanted to encourage them to invest in strategy, system and process roadmaps, which are relevant for discerning, sophisticated, (and impatient) customers and employees.
Innovation doesn’t always correlate to technology. Most of the time, it starts with perspective: seeing things differently. It is something that touches processes, models, and corporate vision.
This is a key area of focus. We look forward to sharing more in the coming months.
Every day, there’s seemingly yet another disruptive trend that emerges out of nowhere which affects consumer behavior and the future of everything along with it.
What goes into creating and fostering an organizational culture of content? As an analyst that’s the topic I’m currently researching.
What goes into the marketing process today, and what technology is required? Will a “Marketing Cloud” help coordinate efforts and drive efficiency? What are the alternatives?
We’re in the final stages of a new research report that is looking at the hot space of social selling, exploring how this nascent but quickly evolving approach to the sales process is being used by both sales and marketing teams with both trepidation and success.
According to Wikipedia, “marketing is the process of communicating the value of a product to customers, for the purpose of selling that product (goods or services.)” But that is what marketing used to be
Social selling has become a hot topic. Organizations in every industry are working feverishly to leverage social platforms and social networks for a number of reasons
As we didn’t have time to answer all viewer questions after the 2014 State of Digital Transformation webinar, we’ve included our responses to the top inquiries here.
In a moving talk, she explains why, as we receive more and more data, we need to deepen our critical thinking skills.
Marketers are struggling with a customer journey that has become more complex than ever. The journey is difficult to track across channels and devices. The infographic below illustrates the modern marketing cycle…
I crossed an item off my bucket list when I gave a TED Talk at TED@IBM on Sept. 23rd. The event was part of the new TED Institute, which partners with companies to create TED-curated events.
Altimeter and Capgemini Consulting to Collaborate on Thought Leadership, Research, and Global Consulting
For our latest report, Altimeter Group partnered with LinkedIn to study the importance of relationship building among the most socially engaged companies on LinkedIn. We found that, by using social technologies to improve relationships, businesses witness incredible results.
We’re excited to announce today that we’ve formed a strategic alliance with 7Summits — a social business agency specialized in creating online community experiences.
Now more than ever, content must be recombinant. This means a critical component of content strategy is the ability to rapidly dissemble, reassemble, reuse, repurpose, and remodel discrete elements of digital content.
This week, Facebook re-launched Atlas, the ad platform it bought from Microsoft last year.
Content Marketing: How do we do it globally?
Altimeter’s recent research for its report, The 2014 State of Digital Transformation, uncovered that investing in new digital technologies (social, mobile, big data, cloud, etc.) doesn’t always equate to uniting those efforts around a common vision supported by an updated, integrated infrastructure.
Yesterday, Oracle’s new CTO Larry Ellison kicked off OpenWorld. He focused significantly on the cloud. How are the two themes related?
Ten years ago today, I wrote my first blog post, entitled “Blogging as a State of Mind.”
Altimeter Group is planning to publish a research report this fall on how businesses are enabling sales organizations with social media tools. We will be discussing the markers for social selling transformation, best practices on training and governance, and a snapshot into the suite of tools available as marketing and sales organizations are pushed to […]
As part of our open research process, I would like to extend an invite for your input, feedback, case examples, or any other insights you’d like to contribute to our upcoming research around the Internet of Things.
Today, we’re happy to officially announce the launch of our new site, designed by digital marketing firm Bluetext.
A genuine culture of content goes far beyond enabling and empowering content creators outside of marketing.
In this one-hour webinar, Brian Solis shares research on how businesses explore digital transformation, including results from a 2014 survey of leading digital strategists.
We’re pleased to announce that Susan Etlinger, Brian Solis and Rebecca Lieb are each speaking at this year’s event.
While most of the tech and business press focused on the functionality of the Apple Watch (digital crown, battery life, taptic engine, yadda yadda…) discreetly milling around the event were the fashion press, invited by Apple’s new fashion and design team.
In this 45-minute webinar, analyst Rebecca Lieb shares best practices for your content marketing software selection process.
Digital Darwinism is a fate that threatens most organizations in almost every industry. Because of this, businesses not only have to compete for today but also for the unforeseeable future.
Our research found that the content marketing space is rife with challenges, both internal to the organization and externally across the ecosystem. The following infographic helps visualize this struggle.
How should content be measured and analyzed? Let us count the ways (or at least begin to).
How should content be measured and analyzed? Let us count the ways (or at least begin to).
I follow the Maker Movement as a consumer, analyst and also as a maker. What is the maker movement?
Businesses today are met with unique challenges and opportunities that necessitate pause. For years, management models were developed to optimize the pursuit of business objectives.
How much does content marketing cost? Tough question, right? So let’s break the question down a bit to try to simplify it.
We recognize that existing RFP templates cannot be retrofitted to the task of soliciting content marketing solutions due to a number of specific challenges.
Pervasive technology fundamentally changes how people communicate, discover and connect. With smartphones and tablets serving as digital appendages, we focus on small screens throughout our day, every day and in all we do.
In this one-hour webinar, analyst Susan Etlinger explores the phenomenon of “TV Everywhere” and shares findings from her recent report, Data Everywhere.
Lately I’ve been doing a ton of work around the content marketing vendor landscape: conducting research, as well as helping clients ascertain what their technology needs are and pinpoint the vendors that can solve their problems.
There’s a lot of talk about the future of work… Technology is indeed connecting us in ways that improve communication, discovery and connectivity.
What’s a digital newsroom? Seems like such a simple question, until you start pondering the potential answers.
Today, I’m proud to announce the release of Altimeter Group’s second report on Digital Transformation. This new report is aimed at executives and digital strategists to help them (you) further understand the state of digital transformation as you plan your next steps and investments.
It’s no corporate HR secret: the greater investment made into employees, the greater the ultimate reward back to the company.
How teens use social media and why it matters to you. Generation Z = (Today’s Teens, Preteens and Children)
Michael Brenner has long been a recognized leader in content marketing in his role as VP marketing at SAP. Very recently, he joined content marketing technology vendor NewsCred to head strategy for that company…
In this one-hour webinar, analysts Andrew Jones and Charlene Li share how insights can be gleaned from social media.
During the past several years, the television industry has changed dramatically, spurred by device proliferation, changing distribution methods, and the increasing popularity of social media.
Murky research collided with lazy journalism last week to create a torrent of #socialmedia + #advertising = #fail link bait.
Silicon Valley is more than a place, it’s a movement. While many debate where the “next” Silicon Valley will gain prominence, the point that many onlookers miss is that innovation is at the heart of the crusade.
By now, you’ve probably heard that data scientists at Facebook recently published a study in The Proceedings of the National Academy of Science…
Social Media Examiner’s 2014 annual Marketing Industry Report found that while 97% of marketers use social media in their marketing efforts, only 37% are able to measure the ROI of those activities.
Modern marketing requires deeper customer understanding to drive meaningful engagement. With social media — and the abundance of social profile and activity data — brands can glean this insight to identify and better understand prospects and customers throughout the customer lifecycle.
Today, I’m happy to announce the publication of my research report, Leveraging Social Identity: Know and Engage Customers Better to Build More Valuable Relationships.
In this one-hour webinar, Rebecca Lieb will share findings from her recent research report on how content marketers should select content marketing tools.
Twice a year, we publish our planned research agenda. You can see the first half of the year’s agenda and what’s already been published here. Today, we’re excited to announce our planned research for the remainder of the year.
This month, we need your help with two reports that will be publishing in July. We’re fielding two surveys – on social business governance and employee engagement.
You know about ad stacks, right? Get ready to say hello to the next big thing in content marketing technology: the content marketing stack.
Our new research report, The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions, published today to help marketers navigate the tangled and complex content marketing software landscape.
Salesforce just announced the release of its Social Studio, an enterprise social relationship platform.
Thank you to everyone who joined us for Tuesday’s webinar on Digital Transformation. We had an excellent turnout from around the globe and received a lot of great questions throughout Brian’s presentation.
Today Sprinklr is announcing the availability of a paid media offering as well as a $40M in series D funding led by Iconiq Capital (which notably manages money for many of Facebook’s early employees, among others).
A key factor to creating and delivering a great customer experience is the ability of a company’s workforce to modernize, use new technology platforms to connect with each other and customers, and most importantly, adopt a new mindset of openness and transparency.
Marketing has changed substantially in the past few decades. With the proliferation of CRM, ecommerce, cookies, loyalty programs, etc. marketers have more customer data than ever.
IBM officially joined the Marketing Cloud battle today, with the news that it is acquiring marketing automation vendor SilverPop.
“Digital transformation” isn’t a trendy moniker to signify an increase in technology investment. It’s a renewed focus on the customer and the human side of business.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank.
Late last year, I started wondering about social media command centers. Salesforce had launched one, as had Brandwatch, but I wondered: were they really still relevant? Were companies investing in command center deployments, or had interest subsided since their heyday in 2010?
When Google bought Wildfire for $350M, it took many by surprise. What did Google want with a Social Relationship Management company? Google is in the ad business, not the SRM business.
Your refrigerator has a message for you — and no, it’s not that you need more orange juice– it’s an ad for belly fat pills. Thanks, Refrigerator. This post was originally posted on Wearable World News. The original can be found here.
Rebecca Lieb shares findings from her recent research report on real-time marketing, including the top 6 use cases, the benefits and risks, and 12 best practices.
At the most basic level, the Internet of Things (IoT) is connectivity between people, processes and things. While this is as vast as it sounds — spanning all industries, the enterprise, and consumers — one of the central-most challenges facing…
Two things: To stay competitive with (or arguably ahead of) the giants in the social world—Salesforce, Adobe, and Oracle—Sprinklr needed to build out its analytics capabilities. Sprinklr’s customers increasingly need custom consulting services, especially for implementation and training.
It’s almost that time of year again: Altimeter’s analysts are mapping SXSW plans and schedules. Making the trip to Austin this year are Brian Solis, Susan Etlinger and Rebecca Lieb.
Large enterprises are rolling out social media at scale – and training and education for employees is critical. Well-developed social media education programs can help companies achieve business goals by reducing social media risk and activating employees for engagement and advocacy.
One question Altimeter hears frequently is “What’s next?” A better way to ask this is “What should we care about?” Often with emerging technologies, there is a disconnect between what people are excited or care most about versus what they will actually invest in.
Digital, Social, Content Strategists: We want to hear from you! Would you be willing to participate in our latest survey? Click here to get started: http://bit.ly/1bK8TRE Wondering how other organizations are mapping their customer journeys?