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The 5G Network video http://www.bbc.com/news/technology-30224853

2015-03-03_1412.mp4

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Harnessing Digital Disruption to reinvent Customer Engagement

Presenter : Lorraine Sefolo - SABC IT General ManagerDate : 04 March 2015

What we will discuss:

1. What does “digital disruption” mean?

2. What is driving/causing this disruption?

3. Reinventing Customer Engagement

4. Planning for Digital Disruption?

5. Parting words!!

Digital Disruption

1. What does “digital disruption” mean?

“…disruption displaces an existing market, industry, or technology and produces something new and more efficient and worthwhile”, according to Prof. C. Christensen - Harvard Business School₁1 . Howard, C.(2013), ‘Disruption Vs. Innovation: What's The Difference?’, [Internet]. Available from :http://www.forbes.com/sites/carolinehoward/2013/03/27/you-say-innovator-i-say-disruptor-whats-the-difference/ (Accessed : 01 March 2015)

Disruptive Technologies₂

1. What does “digital disruption” mean?₂(cont…)

5G Mobile Networks

Internet of Things (IoT)

3D Printing Holographic TV’s

Nanobots

Wearable Technologies

2 . Barrenechea, M.(2014), ‘2020 Agenda : Are you ready?’, [Internet]. Available from : http://www.eim2015.eu/wp-content/uploads/2014/12/Whitepaper-Agenda-2020-OpenText.pdf (Accessed : 19 February 2015)

2. What is driving/causing this disruption?₃,₄

3. Waldman, S. (2012). Creative Disruption: What you need to do to shake up your business in a digital world. Pearson UK.4. Barrenechea, M.(2014), ‘2020 Agenda : Are you ready?’, [Internet]. Available from : http://www.eim2015.eu/wp-content/uploads/2014/12/Whitepaper-Agenda-2020-OpenText.pdf (Accessed : 19 February 2015)

q Entrepreneurs & new entrants (Start-ups)

q Consumer needs & desires leading to the need and/or creation of disruptive technologies as Generation Z enters the workforce

q Proliferation of connected (smarter) devices – creating the IoT the result being massive digitization – has altered how we interact with brands worldwide

2.What is driving/causing this disruption? (cont…)

The lights are on….but nobody’s home!!!

2.What is driving/causing this disruption?₅ (cont…)

5.Internet Live Stats (n.d.), ‘ Internet Users’, [Internet]. Available from : http://www.internetlivestats.com/internet-users/ (Accessed : 03 March 2015)

2.What is driving/causing this disruption?₆ (cont…)

Trend:Asia 1.3 bnAmericas 596 milEurope 520 milAfrica 268 milOceania 25 mil

Note (approximate):1 min 452 IUs (Internet Users)60 mins 27,120 IUs24 hrs 650,880 IUs365 days 237,571,200 IUsFollowing year over 3.2 bn IUs** Current & future growth comes from populous countries like India, China, Russia , Indonesia and Brazil

6. Worldmeters (n.d.), ‘ Current World Population’, [Internet]. Available from : http://www.worldometers.info/world-population/ (Accessed : 03 March 2015)

2.What is driving/causing this disruption? (cont…)

3.1 Current Radio Spectrum against 5G

2.What is driving/causing this disruption? (cont…)

q Users and their devices will be continuously connected to the internet to retrieve information, to perform a transaction, all the while leaving interesting “cyber trail” plus “on-demand” type of requests

q “Cyber trail” will open up patterns that can be analysed and used to see how to tailor customer engagement and avoid an “hit-and-miss” of cold calling or telesales - altering how we do business

q “Cyber trail” offers opportunity to have continuous social listening to know what consumers think of your brand and what “word-of-cyber-mouth” is being passed through the networked consumer

q Consumers want a choice how and when to engage with a brand – not the other way round – Big Data Analytics Tools will be a must (please see Interaction of digital platform

3. Reinventing Customer Engagement₇

q Big-pop Strategy - digital methods to capture and retain customer attention

q Recommendations Algorithms most news sites are already using them

q Harnessing the power of social connectivity – giving appropriate social media tools to enable the customer to socially engage with the brand, thus converting them into your brand ambassadors that gain brand bragging rights

q Brand lifestyle – highest engagement is when a brand becomes part of customer’s everyday life, iPhone (cooking, exercising, travelling, entertainment, special moments, etc.

IT & Marketing Partnership7. Martin, K., & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands?. Journal of Interactive Advertising, 10(2), pp. 61-66

4. Planning for Digital Disruption?₇q Lead with Human truths – “a day in the life of…” scenario planning – “What is…” leading

to “what will be”q Conduct Brand Presence & Touch-points Effectiveness Analysis – monitoring of

competitors and social listening, how effective are the touch-points to improve customer engagement?

q Marketing campaigns must be well aligned to the best Digital Platforms – digital platforms must complement the most effective touch-points – analysis of your incoming data can be used as a barometer

q The way we are protecting our networks and its customer data will need to be reviewed and aligned to how we will engage the consumer, e.g. connected user vs. connected devices – how will identity be verified??

Intuitive, intelligent, human like engagement Technologies that seek customers

7. Martin, K., & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands?. Journal of Interactive Advertising, 10(2), pp. 61-66

5. Parting words!!

According to Martin, K., & Todorov, I. (2010), “To be successful in every digital initiative and strengthen the brand-consumer relationship, CMOs should select digital platforms that deliver high engagement value, connect brands with consumers' social networks, and provide value and relevance in the context of each consumer's location and activity.”

7. Martin, K., & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands?. Journal of Interactive Advertising, 10(2), pp. 61-66

Thank You!!