new roles in digital business - an overview of digital developments that require new roles and...
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New roles and responsibilities in the Consumer Age
Digital Jobs
iPhone..Look at your phone and understand the future of
marketing: the device is a digital channel of personal empowerment. Where will you be if you do not have services, engagement or functionality that
meets consumer expectations?
The future in Business lies in the art of understanding customer needs and adopting
technology with creative relevancy.
Momentum Marketing
a shift from product push, sales orientation and noisy commercial offerings to "moments" that matter to
consumers,a shift away from campaign management to consumer
experiences that fit their moments of attention and needs.
A moment of openess, appreciation and a conversion of a need into a product or a service. Momentum Marketing is
Just-In-Time consumer brand experiences with brand value creation and a profitable ROI.
Intimacy is keyThe importance of Intimacy is the importance of
attention, recognition of a relation, understanding of needs and the offering of relevant solutions for
these needs.
Business and marketing priorities change as customers interact digitally and expect recognition
and similar service levels across touch points. Intimacy builds trust with your consumers and
creates opportunities for innovation.
Consumer Experience
a Great Consumer Experience is a combination of Creativity & real time Data to digitally service a
customer's need with free, paid or branded functionality or engagement.
An experience powered by data & technology.
Data is more than CRM
Integrate all sources: own, social, channels, touch points.
Analyze data for real time habits to derive needsChange the organizational culture to customer intimacy.
Manage cultural change by consumer expectations.
Monitor & Manage are always on.
Data enables you to get a true one-to-one experience if you know what to do with it!
The Data promise• Create unique customer experiences
• Deliver data-informed creative experiences
• You need to have a clear vision, a customer strategy, the technology in place and use real-time and complete analytics to create this unique experiences.
Design for Digital• Organization changes are necessary for:
• Early release and to generate new ideas quickly and more frequently.
• User co-creation, user-testing to influence subsequent design cycles and embed real world feedback..
• Reshaping the vision of a product as it comes to life.
• Responding to constant communication, collaboration, prompt responsiveness to service needs change that generate business value.
• Organization changes require new roles and responsibilities.
Digital Jobs
...with New Roles• Holistic Strategist: strategic specialist who oversees the technological
landscape and combines this with consumer needs analysis, to redesign a company's true value proposition and innovates it's competitive advantages.
• Data Scientist: information expert who derives marketing & sales insights for servicing real time and latent consumer needs, not just experts in running regression models, but expertise in how data warehouses are set up and how to architect them.
• CCO - Chief Curation Officers: create branded consumer experiences by mashing up data, technology and media.
• Internal Brand leaders: collaborate in teams to design and execute interactive communication across social channels, consumer touch points and strengthening the Brand ID.
• Cultural Creatives: break down the silo ecosystem and build a company culture to provide customer intimacy
...and New Responsibilities
• Chief Digital Officer: in charge of the overall digital consumer experience across channels, touch points, products and using strategic business innovations to deliver great user experiences and profitable Customer Intimacy
• Digital channel manager with expertise in the experience layer, in charge of a digital channel to manage and streamline the overall consumer experience. It is about the channel tech that supports the digital experience, but not the core enterprise IT structure.
• Specialization in digital experience layer is for example someone owning the newsfeed, someone in charge of tablet experience, someone with mobile interaction expertise, someone with content curation and conversion expertise.
Challenges specific in Data Jobs..
• How to inject data-driven mind sets, processes and cultures into your company?
• How to personalize data, not to improve the consumer's need for products and services, but to prepare and scale them for growth?
• How to manage the quality of data - in speed and acquiracy and how to identify the consumer/business meaningfull insights?
• If you are paying attention to data and you are listening to your customers, then it is not about data-drivenmarketing, it's about listening to customer in a mass way.
• Remember: the value of data is the real behaviour, the actual experiences of consumers.
Success..
Success requires being flexible, small loops for change, adjustments to consumer needs. It is an iterative and ongoing
process to modify for change. Take a hard look at the business, the concepts, products and consumer touch points
and organize for continuous innovation.
Digital Developments and Innovation change the business models and the way companies are structured. Success in Business is about Customer focus on Intimacy, being open, flexible and fearless of change and powered by technology.
Digital Jobs in Business
Marketing | Technology | Intimacy
