Harvard Business Journal’s Power of 1% in Digital Transformation

Many organizations are moving to adopt digital technologies, but the speed of adoption is ever increasing and most organizations need to move at a faster pace to avoid competitive disadvantage.
A new approach is needed where companies commit to an ongoing investment of one percent of revenue for digital transformation . It’s an intentional, proactive, radically applied investment that views the investment from the top down as opportunistic, rather than as a sum of locally isolated budget initiatives.
Below are three key steps to drive the results from the power of a one percent investment in digital transformation:
Planting the Seeds
  • Laying a digital foundation requires the acquisition of commerce technologies and their integration to core applications to establish the right foundation, and be in a position to move information across a company’s expanded ecosystem with speed. ERP, CRM and business intelligence (BI) applications will play core roles in the ecosystem along with other adjacent technologies.
  • The focus must be on the reinvention of core processes that are digitally enabled across these core systems. This becomes the foundation upon which all other technologies will be launched.
Compelling Product Content
  • Research shows 60-90 percent of buyers start their product search online, and search engines further dictate that this content must be differentiating for optimal SEO.
  • Content now goes well beyond product-only information and must incorporate social content such as ratings and reviews, questions and answers, access to product experts, etc. For organizations with large SKU counts, it is imperative that the program to acquire content be phased and multi-faceted so as to not inhibit the speed of digital deployments.
Strategic Marketing
  • Investing in marketing is the third mandatory key component. In Phase I, the balance of the investment not spent on technology and content primarily should be allocated to marketing and digital resource development. In subsequent phases, technology and content investments may be reduced but investments in marketing will likely rise.
  • Along with typical digital marketing investments, don’t overlook marketing and operational programs required to drive adoption. Continuous improvements must be intentionally sought out to achieve results that align with the goals driving the metric based returns established by an organization. Planning ahead to rapidly overcome objections to internal and external adoption as they arise will help companies gain momentum and drive success.
Digital transformation is a huge undertaking for any business, but the Power of One Percent is designed to make that process a little less daunting by taking a fundamentally different approach to how a company invests for the future. It’s shifting away from what is the least expensive or easiest digital decisions to make to what are the best digital investments for customer-centric operations, and a shift from annual plans to agile plans, with a focus on speed. The Power of One Percent is the fuel to drive toward an agile, operational, and goal-oriented model that accepts a higher level of risk to generate a higher level of return.
Branding in the Age of Social Media
In the era of Facebook and YouTube, brand building has become a vexing challenge. This is not how things were supposed to turn out. A decade ago most companies were heralding the arrival of a new golden age of branding. They hired creative agencies and armies of technologists to insert brands throughout the digital universe. Viral, buzz, memes, stickiness, and form factor became the lingua franca of branding. But despite all the hoopla, such efforts have had very little payoff.
As a central feature of their digital strategy, companies made huge bets on what is often called branded content. The thinking went like this: Social media would allow your company to leapfrog traditional media and forge relationships directly with customers. If you told them great stories and connected with them in real time, your brand would become a hub for a community of consumers. Businesses have invested billions pursuing this vision. Yet few brands have generated meaningful consumer interest online. In fact, social media seems to have made brands less significant. What has gone wrong?
To solve this puzzle, we need to remember that brands succeed when they break through in culture. And branding is a set of techniques designed to generate cultural relevance. Digital technologies have not only created potent new social networks but also dramatically altered how culture works. Digital crowds now serve as very effective and prolific innovators of culture—a phenomenon I call crowdculture.
Crowdculture changes the rules of branding—which techniques work and which do not. If we understand crowdculture, then, we can figure out why branded-content strategies have fallen flat—and what alternative branding methods are empowered by social media.
source: websitemagazine.com/m/blog/post/48933?name=the-power-of-1-in-digital-transformation&App=posts&y=2015&m=11&d=20&PostName=the-power-of-1-in-digital-transformation

What I’ve learned from “Making Websites Win”

What I’ve learned from “Making Websites Win”

The book is pure gold: “Making Websites Win” indeed is the ultimate guide to growing any web business, and there is a lot to be learned from the book. It contains 12 years of demonstrated knowledge from the authors Dr. Karl Blanks and Ben Jesson, founders of Conversion Rate Experts. The invaluable lessons to be


Source: Convert.com Blog https://blog.convert.com/what-ive-learned-from-making-websites-win.html Blogs

3 ways to make a splash with search engine marketing

Offering valuable content and an outstanding website are crucial to PR and marketing efforts, but so are strategies that get consumers to click. Search engine marketing, also known as paid search ads or pay-per-click efforts, can help brand managers attract consumers’ attention and help your organization or client stand out to those looking for a solution.

The Search engine marketing Game-plan Diagram

Valuable content and an outstanding website are crucial to PR and marketing, but so are strategies that get consumers to click.

Search engine marketing, recognized as paid search or pay-per-click, helps companies attract consumer attention and their organization to stand-out before whoever made the search.

The following diagram from 1stOnlineTech illustrates the techniques used for digital marketing and how they fit together.

 

How Web Design Impacts Content Marketing?

Websites have become one of the most efficient tools for brand promotion. When a person visits a website, web design is noticed first. It matters a lot when it comes to overall user experience. There are many factors that define the user experience of a website. The way a website showcases…

Workshop to focus on content marketing

The Port of Muskogee has partnered with Indian Capital Technology Center to bring Driven Digital and its marketing gurus back to Muskogee. This time around, the workshop will focus on content marketing. Driven Digital’s workshop will help your company craft a more engaging message for your target audiences; create and follow a content schedule; and learn how to leverage your website, video and social media tools to get likes, shares and page views.

10 Common Reasons Why Influencer Marketing Campaigns Fail

In today’s over-communicated, advertising-wary digital landscape, businesses need to find alternative strategies for generating brand exposure, website traffic, and conversions, and influencer marketing is often just what’s needed. Done right, influencer marketing can generate insane results. . But despite its potential, many influencer marketing campaigns fall flat, most often because the influencer commissioned cares little, and knows even less about the brand.

7 Worst Content Marketing Mistakes You Can Make

This article was contributed by Daniel Ross.

On the surface, content marketing looks easy to pull off.

Newsflash: it’s not.

When people read an entry or article published on a website, they don’t see the blood, sweat, and tears that have been shed. And despite our best efforts, content creators…

The Most Common Obstacles to Closing a Sale with Website Clients

Rejection is part of the gig. And you know what? It’s okay if a prospect rejects your proposal, so long as the reason for it is valid. Perhaps your style of communication or work doesn’t blend well with the client’s. Or maybe your pricing is too far out of reach for a company of that […]


Source: WPMU DEV Blog https://premium.wpmudev.org/blog/most-common-obstacles-to-closing-a-sale-with-wordpress-clients/ Business & Marketing,Digital Agency,freelancer,proposal,sales

Content Marketing: 13 Types of Content That Drive Traffic

Visit websites of your top competitors. You’ll see content.
If you don’t see lots of content on the site of your top competitors, it could be that you’re in a rare niche where competition is zero. But I doubt that’s the case.
Every niche has at least an individual or a business creating content for it. The content may not be good, but competition exists.
Let’s assume that your niche has some talented and influential content creators. How do you compete with them?
Despite the intense competition for attention by brands in every niche you can think of, there continues to be a high demand for fresh content.
Consumers will continue to demand new content. However, they don’t want content that isn’t better than the ones they’ve seen.
Top brands are searching for talented content creators. Top talents are scarce.
Create better content that disrupts the current standard content in your niche.
There are 13 types of content that’ll help you drive massive traffic. Check’em!


Source: GrowthHackers Trending http://growthhackers.com/articles/content-marketing-13-types-of-content-that-drive-traffic