company invested its annual marketing budget

Imagine your company invested its annual marketing budget
in a Snapchat campaign and only found out later that traffic is
radically shifting away from that platform: Campaigns easily
fail when they don’t keep the larger business objectives in
their focus
A strategy is a direction towards a goal, whereas digital efforts
can be seen as the tactics to support this strategy. But splitting
up the marketing department into a digital and traditional
team does not make sense. A unit, on the other hand,
eliminates duplication and allows marketers to focus on the
consumer instead of the media channel. In order to keep up
with today’s customers’ expectations, businesses have to
digitally transform their entire business.
Marketing should be driven by
business strategy – ‘Digital’ is
just tactics
Post: Marketing should be driven by business strategy – ‘…
Page 1 of 5 pages
Digital transformation is not just a new website or a platform for sales or customer
service. Instead, transformation involves redesigning processes, strategies, business
models, and even culture to take full advantage of new capabilities offered by digital
mediums and technologies. Let’s take a look at a business example:
BURBERRY
Burberry was facing the impacts of a worn-out business strategy. A brand that was
supposed to be a luxury brand, lost its value and uniqueness due to
its ubiquitousness.
Customer Experience:
In 2012, Burberry opened a new flagship store in London. It provided a cutting-edge
digital experience to “blur the lines between digital and physical shopping
experiences.” Customers were able to use their phones to identify items to save to
their online checkout account. This was state-of-the-art to customers at that time.
Digital and social media, as well as analytics capabilities, were being used to
understand changes in consumer behaviour.
There’s no such thing as a digital team “
Mark Ritson, award-winning columnist, marketing professor and marketing consultant
Post: Marketing should be driven by business strategy – ‘…
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It is not possible to export ‘Authentic Branding for a Global Audience: Angela Ahrendts
(Future of StoryTelling 2013).mp4′ here, the file type is not supported in PDF.
Former BURBERRY CEO Angela Ahrendts on Digital Storytelling and transforming BURBERRY to a digitally enhanced business
https://www.youtube.com/watch?v=krQG2Hceov4)
Operations:
In terms of new product development in personal accessories, the company set a
strong focus on customisable products, like a customisable Scarf Bar it launched in
apparel. Simultaneously, open architectures, automation, and enhanced
monitoring led to more efficient work processes for employees.
Business Model:
Burberry is known for its British heritage. Integrating this tradition into a technologyled strategy is not easy. The company managed to combine the traditional catwalk
with tech-features and tweeting in real-time. Burberry focused on innovation and
digital marketing with personal accessories. The company successfully integrated its
digital presence with its store network. Moreover, Burberry started selling via digital
content such as shoppable videos and digital third-party websites like Instagram and
Twitter. Internally, the company now uses smart solutions with built-in security
intelligence. Those can self-heal, be proactive, and correlate events.
Post: Marketing should be driven by business strategy – ‘…
Page 3 of 5 pages
Successful transformation needs leadership. If employees don’t understand your
intentions, how should your customers? Every digital transformation starts with a
strategy which is well communicated and
works across silos
offers a strong digital culture
implements a well-formed plan on where to go for which goals
Burberry had the resources to take a strong leader on board who guided the
company successfully through a disruptive time. Other businesses missed to jump on
the bandwagon to transform digitally. Leadership, as well as timing, are key in a
successful transformation process. The entire process was therefore led by the
business strategy – nevertheless, “digital” was the tools it had been done with.
To benefit, businesses need strategic leadership, “
otherwise they are just playing with the tools
Post: Marketing should be driven by business strategy – ‘…
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541 words
Sources:
Burberry UK (2019) https://uk.burberry.com/
FutureofStorytelling (2013) https://www.youtube.com/watch?v=krQG2Hceov4
Juniper (2019) https://www.juniper.net/us/en/products-services/what-is/digital-transformation/
Marketingweek (2019) https://www.marketingweek.com/2019/02/20/mark-ritson-shut-down-digital-marketing-teams/
Post: Marketing should be driven by business strategy – ‘…
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