5營銷中斷,第1部分:數字化轉型(2018年更新)

5營銷中斷,第1部分:數字化轉型(2018年更新)

TWSEO觀點:

5 Disruptions to Marketing, Part 1: Digital Transformation (2018 Update)

At the end of last year, I wrote a series on Digital” transformation> redefines “marketing” beyond the marketing department.

  • Vertical” competition> presents a greater strategic threat than horizontal competition.
  • AR, MR, VR, IoT, wearables, conversational interfaces, etc. give us Artificial” intelligence> multiplies the operational complexity of marketing & business.
  • Now that we’re one year along this journey, let’s revisit how those trends are progressing and consider what we’re likely to see with them in the year ahead. These aren’t “predictions,” but rather “updates” on the big multi-year themes that are reshaping marketing as we know it.

    As with last year’s series, I’ll break this up into five parts for easier digestion.

    1. DIGITAL TRANSFORMATION (2018 Update)

    Total Customer Experience: Marketing + Sales + Customer Service + Product

    The essence of Marketing's Top Mandate for 2018

    Of course, it’s one thing to talk about customer experience, another to actually effect it.

    But as Barry Levine most” recent martech conference>, there seemed to be a transformation percolating throughout the sessions and presentations. After several false starts in previous years, it seemed to me that ‘marketing’ is now clearly becoming something bigger.”

    In many ways, marketing is looking, sounding and feeling less like its traditional role of “demand generation” and more like “experience management.” — Barry Levine

    Aetna: Customer Experience as Marketing

    MarTech” how marketing was now deeply engaged in helping to shape customer experience pioneering mobile and wearable touchpoints that innovate the very nature of relationship between company its customers.>

    Successful marketing-led customer experience projects and programs shared by other speakers at

    But there’s another aspect of digital transformation in marketing that I’ve noticed over the past year: the changes in what marketers were actually doing. Not just shifts in their mission — i.e., delivering delightful customer experience. But shifts in what they’re building with their hands and minds to achieve that mission.

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