decade has been a decade of dynamic disruption where a number of technologies
came forward and took the center stage. Several organizations also adopted new
age mechanisms to kick start their transformative journey. In the last few
years, digital transformation has become the core for almost all tech-based and
some not too tech-savvy organizations as well. In this digital race, to stay
ahead, they are incorporating numerous tricks and techniques not just to outdo
their contemporaries but to surpass their traditional and uninteresting mode of
As we have entered into a new decade, industry along with
industry experts have started predicting how digital transformation will cause
disruption in 2020 and beyond. Here is the list of top digital transformation
trends that are more likely to shine this year.
• Consumer Experience • Analytics: A Competitive Edge • AI at the Forefront of Digital Transformation • Growing Importance of Mergers and Acquisition Activities • Relevance of APIs in Business Performance
Today’s marketing teams have to be technologically literate, data savvy, and agile Fast moving technology and changing business models have played a part in disrupting every industry from farming to pharma, but it’s easy to overlook their impact on marketing and communications. How has the profession evolved in the face of potential disruption?
We spoke to Barbara Bates, global CEO of international communications agency Hotwire, to find out.
After growing up in Silicon Valley, working as a television reporter, and then starting a technology PR agency from scratch, Bates is not your average marketer. For 25 years, she ran PR agency, Eastwick until it was acquired by Hotwire in 2016. Following the acquisition, Bates was asked to become the global CEO. Now, she runs the company’s operations across Australia, the US, Europe, and Asia.
“We used to talk about ourselves as a technology communications firm, working with tech companies, but now we work with all different types of companies… Every company wants to be a technology company, or leverage innovation to build value around their brand. That’s something we’re really good at.”
Automating marketing Technology is oiling the wheels of marketing, and according to Bates, most marketers now recognise that disruptive technology will help rather than replace them.
“We’re at a point where people are trying to be smart about leveraging technology that will either automate, or make more efficient, some of the more commoditised parts of our business around data like gathering research and coverage tracking,” she explains. “When it comes to AI, I think people assume that it means replacing humans. Most marketers with any experience realise it’s about augmenting what humans do. It’s a way of making communications more authentic, to automate and get data from AI.”
In many ways, digitalisation has aided in building trust. And, contrary to popular belief, the influx of technology has also catalysed a movement back to the human element.
“One of the observations I’ve made is that with digital transformation and technology, the pendulum swings very far in one direction. We sort of lost the human element, especially when it comes to marketing. I definitely see a big push back towards that. You see brands talking about being more human, and how better to engage. We’re seeing them do that by building an online and offline presence.”
As an example, Bates recalls a magazine pop up event in New York where, instead of handing out purely physical or digital copies, the brand asked authors to present their articles to live audiences. Connecting offline and online experiences in this way has become a valuable tool for building genuine relationships with clients.
Shifting the operating model Marketing teams have also been affected by changing business models. One particularly important shift has been the abandonment of the agency of record (AOR) model, in which businesses rely on a single agency to handle all of their projects, PR, and marketing needs.
“Over the last five years, the big global AOR model has started to fall away,” says Bates. “Brands now purposefully want to work with a variety of agencies. Adobe, for example, works with three different communications firms that might bring different skill sets and creativity. It also means that companies are not locked into one agency and can offer project opportunities to different agencies to see different types of work.”
The willingness of big businesses to dish out project work is one of the reasons for Hotwire’s notable organic growth. Diverse competition helps smaller firms to make a bigger impact, which threatens the multinational agencies used to one-on-one contracts. Projects such as customer events, rebrands, or training programmes aren’t part of Hotwire’s regular work, but they do present an opportunity. Applying a flexible, nimble, mindset to projects enables Hotwire to work with renowned companies, and compete in a more varied market.
New challenges Bates explains, the complexity of the job today…
“To be a marketer today, you have to be really well versed in finance, data, technology, and a wide variety of disciplines. Just look at what percentage of global buying technology budget is now decided by the CMO verses the CIO or CTO. CMOs have bigger budgets than ever before. That’s one of the challenges, not just for marketers, but for agencies. You have to learn new skills as you move up in your career, and even if you’re staying at the same level, the disciplines and skill set required is expanding incredibly.”
On top of the difficult task of creating compelling, meaningful narratives, digitalisation has brought a host of new challenges. For Bates, a major problem for CMOs is the onslaught of cyber crime.
“It is the CMO’s job to protect their company’s image. If there’s a data breach, or phishing – which is a huge issue – you have to deal with that. If you’re a retail bank, let’s say, and all of a sudden your customers are getting false emails from someone who’s phishing, that has a direct impact on the bank’s brand even though they’ve done nothing wrong. That’s why marketers care a lot about cybersecurity because, more and more, it’s easy to steal a brand.”
Cybersecurity also requires marketers to invest in more training and security, which takes time and costs money. Just as CMOs have a responsibility to support cybersecurity initiatives, they have to encourage clean data culture. Suffering a cyber breach is damaging enough, but actively failing to protect client data is entirely the fault of the brand. Another challenge is hiring and retaining the right talent.
“One of the things that I spend a lot of time on is building Hotwire into the best agency you’ll ever work with, and that’s not just for clients, but for employees too. What they want is really challenging creative work, and flexibility. Everyone appreciates flexibility, not just the millennials. If you’re a working mum with an hour and a half commute, then I’d much rather you spend that hour and a half doing great client work.”
Success is simple Agencies and their employees have to contend with more data, more project work, and more competition than ever before. In the face of these demands, Bates’ key piece of advice to the marketing and communications team within any organisation is to simplify.
“There is so much noise and complication in communication and in every consumer buying decision. When you look at the companies who have really done well with their brands, they have a very simple message. I think this is a huge challenge for technology companies who still talk about lots of features and benefits.”
The first example that comes to Bates’ mind is Apple. However, she explains that a lot of the companies that have quickly gone from being little known to well known – think Deliveroo, Slack, and Uber – came up with a simple message that they told consumers over and over again.
“I know a lot of amazing companies with amazing products that just couldn’t launch because they couldn’t create their story in a way that was simple enough to capture people,” she says. “Make it simple, and learn the power of story, because that’s the way people connect.”
This message is part of Hotwire’s own brand, building the capacity to work collaboratively instead of competitively, and with flexibility rather than rigid rules, is what makes small to medium agencies stand out from the crowd.
“We’re trying to set ourselves apart by doing the best thing for the client,” says Bates. “It’s about being fluid. We’ve come from organic growth, for the most part, and Eastwick worked with a lot of startups, so we have a bit of a scrappy persona. Companies are more likely to work with mid sized agencies who have that global reach but are nimble.”
https://www.zoomyourbusiness.online/wp-content/uploads/2020/01/NEW-Year-Jan2020-Exploration.jpg7681024adminhttps://www.zoomyourbusiness.online/wp-content/uploads/2018/05/logo-color-big.pngadmin2020-01-31 12:31:352020-01-31 12:31:37Disruption leading to O2O
This business is auto spares e-commerce business catering B2C & B2B customer segment. So first, let’s start with the B2C audience.
Young Age 20-year-old vehicle owners of this group, are very tech-savvy, Google-friendly, search savvy. So when their vehicle needs a replacement of spares, they are going to search for spare parts online. Trying to find the best deals and then watch YouTube tutorials & try to fix them. That’s correct. Or they going to search for a nearby garage and get it fixed? So to attract this audience group, a lot of offerings and deals were created on our website say, for example, for first-order you get a certain amount as a discount. Refer a friend & earn some points.
By an additional, an additional accessory or riding gear with your spare part & get free shipping. So these are things that attracted them. And we also create a lot of tutorials and bike maintenance content on our website that kept them engaged.
The middle-aged vehicle owners who were brand-friendly. They would search for a spare part online, but they would also call and verify their product or service before they made the buying decision.
So for, this audience group a CRM was set up to build that trust to ascertain them, that their transaction, order, the purchase is safe and secured with us. Okay.
The Senior Age Group vehicle owners So this audience was catered by a huge network of local garages because they were not that Google friendly or tech-savvy, but they were call-friendly, they have a requirement they would call reliable local garages and get the issue resolved.
So that’s why we associated with a lot of garages and who in turn build awareness about our e-commerce with their customers. So this was the B2C segment.
B2B Audience B2B is typically a middle age group, garage owners, service center owners a business-minded age group who are in business from the last 10, 20, 30 years.
So to get them on board on our e-commerce portal we created a lot of offline campaigns to give them insights on how their customers are changing, how their customers are looking for a service online and offline, how they can adapt to this change to meet their customer requirements.
And then we started seeing a lot of registration happening. And then, of course, we had to create a lot of training and grooming sessions for them so they can easily use our portal.
A lot of grooming work was done on how they can link their offline inventory with the portal, how easily they can book and order spare parts and then how they can use our app to engage the audience, their customers who are coming to their garage or their service center. So all these O2O pointers not only helped this business to retain all these age group audiences but also build consistent sales from each segment. If you are a B2B2C business here are few tips for you to building sales using O2O. For the Young Age group Audience:
Quick serving offerings
Trending fresh offers -Quick buy with fewer interactions
Demos & trials to get the feel. For Mid-age group Audience
Security. For Senior age group Audience
One point contact
Personalized Assisted Experience
Offer home delivery, pick-drop, contingency plans. Note: Please evaluate your audience with offline online pointers for each category to build personalized customer experience.
https://www.zoomyourbusiness.online/wp-content/uploads/2020/01/1.png7201280adminhttps://www.zoomyourbusiness.online/wp-content/uploads/2018/05/logo-color-big.pngadmin2020-01-19 11:30:302020-01-18 11:48:112020 Year Of O2O- B2B2C eCommerce Industry Case Study On How To Build Sales?
Question: One critical point customers ask during sales meetings, how to establish future requirements?
Amod: That’s an interesting one. For this I will take an example of the B2B industry traditional B2B manufacturing industry and the manufacturing industry is going through a paradigm change. IoT, industry 4.0 is the new mantra. But traditionally the businesses have been marketing in the same way over the years. So when this business came to us two years ago, the first thing we did was tried to understand how the audiences are changing? And so that where that bifurcation between various age segments we did and we found that in this industry a lot of new young blood is coming up taking very important decision making roles business executives, so far of them speed is very crucial to improve productivity and efficiency and looking for products & solutions that can plug-in into their assembly lines, workshops so they can really drive their growth.
Amod: So if we create custom solutions for this segment of audiences they will think twice about buying from you and hence creating B2B e-commerce scenarios for them is very suitable for them. And this is exactly what we have been working on to create products, out of solutions so that they become over the counter of things for this audience so that they can make buying decisions really quickly and get rid of the productivity & growth zone fast.
Amod: Move one level up the mid-management where the VPs, and to general managers, even CEOs. They are looking at growth, looking at more security & more long term. For them custom solutions are important, they are ready to invest. So for them showing them solutions, the value of the solution becomes important. So creating those kinds of digital presence ROI calculators, apps or 3Dmodelling. Digital demonstrations that kind of builds the trust. And then once they see the value out of it, they are ready to make investments. So that positioning can be done.
Amod: Move one level further up. OK. They are traditional founders of the businesses & who have run their business traditional way, meetups, events. These are important & are fundamentals remember they have been able to run the business successfully for 40 years, with these fundamentals right? So these fundamentals are still very, very important.
Amod: To create these experiences even on digital platforms. Create a kind of mix, sponsoring event ads through digital. Meet your customers meet them, Even the brochures even work, work like anything with this specific audience. And then slowly they can be, I wouldn’t say, educated, but can be shown how the industry is changing by videos, documentation, blogs. So they can read out and make those changes for their industry.
Amod: So with this business, we’ve been able to tackle all these 3 segment audiences and results have been phenomenal. And so many new business opportunities are coming just by try making these changes.
Amod: So that’s how futuristically, how generations are changing, how the industry is changing? This becomes very important to capture & position yourself accordingly.
Trupti: Questions: Any tips for the B2B industry? Amod: Oh, of course, whether businesses, small or big. Some of these tips are good enough. Tips For Establishing Future Requirements: For the Young Age group Audience:
Run mobile-based surveys to establish future requirements For Mid-age group Audience
Artificial Intelligence (AI) Reporting For Senior age group Audience
Build awareness of next-generation, using email/messaging platforms Note: Please evaluate your audience with offline online pointers for each category to build personalized customer experience.
https://www.zoomyourbusiness.online/wp-content/uploads/2020/01/2.png7201280adminhttps://www.zoomyourbusiness.online/wp-content/uploads/2018/05/logo-color-big.pngadmin2020-01-19 11:00:142020-01-18 11:35:002020 Year Of O2O- B2B Industry Case Study How To Establish Future Requirements?
This case study is of adventure trekking company. So they are in this business for last 30 years. Our analytics team has found, out that 30 to 40 percent of the website visitors are all 50 and 60 age groups visiting our website, spending substantial time but not taking any action, neither booking any treks and this trend continued for few months.
Then our sales team connected with all the audiences from our CRM platform via phone and then ask them for inputs and the feedback on the website and on the treks.
So the two major concerns that came up from this conversation were: A) They found out that the trek information, mentioned on the website is more relevant to a younger audience. The treks were not applicable or suitable for them. And. B) The second major concern was online payment. They were worried about whether the transaction is safe and secure.
So with this input, we changed our entire communication strategy online. So trek information was changed in a way where these age groups got to know which treks are suitable for them. And then lots of campaigns were created, via WhatsApp, phone calls, personal meet seminars & events. Where they were educated about how doing online transactions is safe.
So this way and slowly started seeing a lot of online bookings happening, from this age group. So they were happy. They not only refereed treks to their friends but now they are coming up in groups. This not only helped building relationships but also improve sales.
Tips For Building Relationships. For the Young Age group Audience:
Consistent connect via Social Media platforms. For Mid-age group Audience
Focus on “Trust & Security”
Use CRMs for consistent & integrated connect For Senior age group Audience
Create channels for personal connects
Engage this audience with social meets & events. Note: Please evaluate your audience with offline online pointers for each category to build personalized customer experience.
https://www.zoomyourbusiness.online/wp-content/uploads/2020/01/3.png7201280adminhttps://www.zoomyourbusiness.online/wp-content/uploads/2018/05/logo-color-big.pngadmin2020-01-18 10:33:472020-01-18 10:38:492020 Year Of O2O- B2C Industry Case Study How To Build Customer Relationships?
Happy New Year! 2020 marks the beginning of the new decade- full of opportunities, advancements, and growth. However, the road has its challenges threats and disruptions too. The biggest opportunity and disruption for any business from now on will be “PCX” i.e. Personalised Customer Experience, given their preferences, lifestyle, technology and transactional behavior. Over a time period with changing technology, lifestyle, behavior, customer experience is becoming more personalized across industries? Whether it is B2B or B2C industry.
Question: Moving ahead, how can businesses bring in “PCX” Personalised Customer Experience in their marketing & sales? Answer: 2020 Year Of O2O. O2O means Online to offline & vice versa Or Omnichannel To Omni Commerce, which encompasses a variety of audiences across the board to suit the requirements. Make no mistake that your biz may not be catering to a particular age category at this point, but this is what disruption is all about. It can change any date. 20 age group move to 40 age grp move to 60 with changing pattern. Hence the biz using O2O approach you can ensure-
Building Sales 2. Building Relationships 3. Establish Future Requirements Across this wide spectrum of an audience for sustainable growth.
Question: What’s new about this O2O? How to ensure these 3 values with the O2O approach? Check out a business case study for each of these values with the O2O approach.
——-Case Study: Building Relationships—– One of our adventure tour clients. They are in the industry for the last 30 years in this biz conducting adventure tours. Now the category of their customers who were in their 20s had started have now moved to the 40s, some started in their 40s have now moved to 60s. Their enthusiasm passion for trekking is there, but their lifestyle, health, etc. has changed. Therefore the requirements with what their business was doing earlier are miss matching. To watch detail case study click on this link https://youtu.be/bf07b8oRf6o
——-Case Study: How To Establish Future Requirements? This is a manufacturing company. With the audience: 20 age group is executive, business managers, 40 age group is mid-management CEOs 60 are with a traditional mindset. So how the varied age group audience preference was addressed using O2O? To watch detail case study click on this link https://youtu.be/S9fwhQpprBs
—–Case Study: Building Sales This is an online portal, who deals with 2 & 4 wheeler spare parts. To watch detail case study click on this link https://youtu.be/M_IOnh9Qesw Note: Please evaluate offline online for each category & build “PCX”.
https://www.zoomyourbusiness.online/wp-content/uploads/2020/01/5.png7201280adminhttps://www.zoomyourbusiness.online/wp-content/uploads/2018/05/logo-color-big.pngadmin2020-01-15 12:26:152020-01-15 12:58:30Happy New Year 2020 - Future Of Customer Experience Is O2O
Apple easy, Google
fast: The experience management culture
Technology has taken centre stage in the success of
companies today. With the likes of Uber, Amazon, and Deliveroo changing the way
we live, shop, work and consume content, innovation is happening faster than
ever before. In light of economic uncertainty, it’s become even more vital for
businesses to deploy cutting-edge technology to maintain competitiveness.
the course of the next year, board-level conversations will be dominated by
ways to ensure a seamless customer experience, formulating tactics to embrace
disruptive technologies, as well as grappling with the implications of the
Digital disruption is affecting nearly all businesses: Consumers can now order a meal, book a taxi and do their shopping with a few clicks of a button, without even leaving their living rooms. As a result, customers are increasingly expecting services to be ‘Apple Easy’ and ‘Google Fast’ in all aspects of their lives, demanding quick and seamless experiences across the board.
Customer experience management will continue to be a driver of success across all sectors in 2020. For many organizations, this means going back to the drawing board and incorporating customer-centricity at the core of their business models. As digitally native brands take a data-driven approach to provide frictionless experiences, customers will no longer tolerate dated technology with legacy systems and antiquated processes.
In the retail sector for instance, roughly 93 percent of UK internet users are expected to do online shopping by 2021, the highest online shopping penetration rate in Europe. However, as the e-commerce market becomes increasingly saturated, and the high street continues to decline, customer experience will be the central factor to help incumbent brands cut through the noise in the market.
management extends beyond the end user to include other important stakeholders
such as suppliers, partners and employees. Over the next 12 months, companies
will increasingly need to acknowledge the need for a close link between good
employee experience and exceptional customer service.
and retaining employees requires a big shift in company culture. A data
scientist might choose to work in Silicon Valley not just for the financial
benefits but for the culture of innovation it fosters and the opportunities to
This results in companies such as Facebook and Uber – already excelling at customer experience – attracting the best talent. To avoid this brain drain, companies must look to emulate this culture and provide similar opportunities on this side of the pond, creating a superior experience for their employees. Read More
https://www.zoomyourbusiness.online/wp-content/uploads/2019/12/NEW-Year-Jan-2020-Final-2.jpg7681024adminhttps://www.zoomyourbusiness.online/wp-content/uploads/2018/05/logo-color-big.pngadmin2019-12-31 12:01:082020-01-01 06:21:54Uber Yourself Or Get Kodaked...
good view from Eric Enge on how Google is improving its search result
quality with Rankbrain – its newish AI powerered algorithm.
However, and it’s a big however, 50% of new millennials don’t
use search at all – they are simply told stuff by other people – combined with
AI assistants like SIRI and Google NOW being pre-emptive. . . search may
actually be decreasing. . .
From Fast company: “A
new study offers a peek behind the scenes at how Google structures its search
results. The study focuses on how Google’s RankBrain algorithm, which was first
announced in October 2015, parses the English language. It’s one of the most
detailed efforts to understand the algorithm to date.
“Google improved in about 55% of the
queries that they didn’t understand back in July of 2015,” study author Eric
Enge told Fast Company. “Honestly, I think that’s pretty amazing.”
Enge, who works for marketing
consulting firm Stone Temple, focused on how RankBrain works compared to other
Google machine learning products. He then made inferences on RankBrain’s
behavior and results, which is something Google has not extensively discussed
In order to conduct the study, Stone
Temple compared a sample set of 1.4 million pre-RankBrain queries to Google’s
current search engine. They then analyzed a small remnant of search queries
from the older set for which Google didn’t provide appropriate results.
After the launch of RankBrain, 54.6%
of search queries that previously returned irrelevant results began returning
Some of these hard-to-resolve
searches included queries like “What is low in the army” (Where the searcher is
believed to have been searching for “what is low rank in the army”) and “Why
are PDFs so weak” (Which, in the older version, first showed PDFs with the word
“weak” rather than results about the security of PDF files). Stone Temple also
saw what appear to be improvements surrounding specific phrases like “What is,”
“Who is,” and “Where is.”
“We also found certain specific
classes of phrases they handle better,” Enge said. These certain misspellings,
such as when users misspell “Qatar” (the country) as “Cutter.”
One of the things Enge emphasized in
the report is that he believes RankBrain has a negligible effect on SEO. He
writes that it “simply (does) a better job of matching user queries with your
web pages, so you’d arguably be less dependent on having all the words from the
user query on your page.” The biggest changes from RankBrain, he added, have to
do with increasing search quality and creating a likely framework for Google to
apply further machine learning improvements to its search engine”
https://www.zoomyourbusiness.online/wp-content/uploads/2019/11/Nov-2019-Exploration-2-1.jpg7681024adminhttps://www.zoomyourbusiness.online/wp-content/uploads/2018/05/logo-color-big.pngadmin2019-11-26 13:40:322019-11-26 13:40:35How AI is Disrupting Google Search?
There are structural changes and disruption that the auto industry is going through not only in India, but globally and eventually this will impact the turns marketing will take, and also enter some new lanes marketing has not ventured into earlier. There are three tectonic forces hitting the auto industry simultaneously, and even one of them would be powerful enough to disrupt the entire industry. This powerful trifecta of forces is fleets represented by app-based Cabs -on-demand like Uber/Ola, electric vehicles EV replacing IC engines, and finally, autonomous or driverless cars. A lot is written and said about the first two – the shared economy phenomenon, and the advent of electric. Not much attention, however, is paid to the third major disruption – driverless or autonomous cars. Most of us tend to believe that this is something that will never happen in India or will take a huge amount of time.
Autonomous cars will become a new marketing medium. In some sense, the car will become the new living room, with the lounging space and a host of entertainment options, and multimedia screens dotting every available surface inside the car. This will give a range of cross-channel opportunities for digital marketers,that could combine the offline and online mediums. There could be seamless advertising across car screens and billboards that the cars pass by. As the car nears a retail outlet, the two could communicate with each other to alert the passenger of discounts and offers. Your phone, the car, and physical outlets would work with each other seamlessly and present great marketing opportunities using connected IoT devices. Targeted advertising could mean something totally new, as the vehicle itself could be ordered (with consent, of course) to take the passenger directly to a new restaurant or outlet for introduction offers. Business development could itself develop.
For marketers, thus, there will be three huge challenges and opportunities: • Precise location-based targeting: it will become very critical to integrate both physical and digital across cars, devices and the outside physical environment (billboards, retail outlets, fuel stations, restaurants) on the move, and build effective and powerful cross-channel communication and promotions • Hyper – personalisation: Data from ultra-intelligent autonomous vehicles will afford even greater personalization opportunities. Ads could be served very effectively based on even physical purchase/visit history, not only the digital one, for example. Entertainment options could be very precisely tailored. • Real-time marketing: Alerts, ads, and messages will be based on where the customer is and what her destination is. Content can be dynamic and contextual to the location and intent Technology tends to greatly influence how customers think and behave, and disrupt businesses. This happened with cars, with television, the PC and mobile phones. A similar, massive disruption will happen again, with autonomous cars. Good marketers have looked upon each disruption as an opportunity and innovated and not just adapted but leapfrogged using such shifts. Happy not-driving.
• Hyper – personalisation: Data from ultra-intelligent autonomous vehicles will afford even greater personalization opportunities. Ads could be served very effectively based on even physical purchase/visit history, not only the digital one, for example. Entertainment options could be very precisely tailored. • Real-time marketing: Alerts, ads, andmessages will be based on where the customer is and what her destination is. Content can be dynamic and contextual to the location and intent Technology tends to greatly influence how customers think and behave, and disrupt businesses. This happened with cars, with television, the PC and mobile phones. A similar, massive disruption will happen again, with autonomous cars. Good marketers have looked upon each disruption as an opportunity and innovated and not just adapted but leapfrogged using such shifts. Happy not-driving. Source:Devendra Chawla and Jaspreet Bindra
https://www.zoomyourbusiness.online/wp-content/uploads/2019/10/Disruption-web-blog-1.png375500adminhttps://www.zoomyourbusiness.online/wp-content/uploads/2018/05/logo-color-big.pngadmin2019-10-16 06:54:132019-10-16 06:54:19Auto Industry Disruption And Digital Marketing
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