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Introduction

IT investments have traditionally been about the back office, but as products and services have commoditized the focus has switched to the front office – how well enterprises serve their customers.

Highlights

  • Digital is hugely important for modern enterprises. It dominates the discussion as large enterprises debate how they should defend themselves against organizations such as Uber, Google, and Airbnb that threaten to disrupt established business models with low-cost digital alternatives.

Features and Benefits

  • Explains why marketing automation, website optimization, and omnichannel communications are now outdated technology goals.
  • Outlines the latest thinking around digital business transformation and the best practices in implementing digital.

Key questions answered

  • What is the new role of social media in digitally enabling the enterprise?
  • How will data-as-a-service fundamentally change the processes used in operational marketing roles?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for enterprises
  • Recommendations for vendors

Business trends and technology enablers

  • Digital marketing evolves into a broader set of enterprise-wide technologies

The digital marketing adoption trends identified in 2014 continue to grow in importance

  • The customer data hub emerges
  • Data-as-a-service augments customer data hubs with real-time data
  • Cross-channel communications are increasingly important, but represent many challenges
  • Customer journey management tools emerge
  • Customer experience emerges as an innovation issue
  • Digital business transformation becomes a change management issue
  • Definitional and organizational challenges remain

Digital marketing platforms move to their next stage of evolution

  • Performance marketing replaces marketing automation
  • Cross-channel communications replace omnichannel communications
  • Analytics and personalization replaces website optimization

Social and mobile shape the new digital operating environment

  • Social marketing is yet to be adopted in a wholesale manner
  • Facebook’s Custom Audiences is altering adoption patterns
  • Social measures are still relatively undeveloped
  • Enterprises need to “be social” rather than “do social”

Appendix

  • Methodology
  • Further reading
  • Author

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