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2016 Brings Three Opportunities To Rethink Resource Optimization

Shelly Dutton

Digital. Disruptive. Deep in data. 2015 certainly kept many executives awake at night. In one short year, we witnessed the arrival of new businesses that own nothing and earn millions. Another crop of iconic brands disappeared, succumbing to the effects of mergers and acquisitions or the competitive muscle and creativity of digital darlings. And as the need for natural resources escalates, climate change and drought conditions continue to widen the gap between supply and demand.

No business can afford to continue down this path. In fact, a study from the John M. Olin School of Business at Washington University estimates that 40% of today’s FORTUNE 500 companies on the S&P 500 will no longer exist in less than 10 years.

What’s needed is a meaningful focus on resource optimization – and 2016 may be the year to do just that.

New trends that will change your resource optimization strategies 

According to the recent report IDC FutureScape: Worldwide Digital Transformation 2016 Predictions, IDC foresees three trends that may change how businesses look at their resource optimization strategies:

  1. 22 billion Internet of Things (IoT) devices installed by 2018, driving the development of over 200,000 new IoT apps and services.
  1. More than 50% of developer teams will embed cognitive services in their apps (vs. one percent today), saving U.S. enterprises over $60 billion annually by 2020.
  1. Over 50% of enterprises will create and/or partner with industry cloud platforms to distribute their innovations and source others’.

When I read these predictions, three things came to mind: continuous intelligence, continuous innovation, and continuous optimization. By linking digital technology to analytics-driven decision making in every area of the business, companies have an opportunity to evolve and better understand and serve their customers.

Why wait and see whether IDC’s predictions hold true? Take a look at five areas that you can impact now with digital technology.

  1. Asset management: Fixed assets can take up as much as one-third of all operating costs. As the use of IoT sensors and devices continues to grow, continuous monitoring will become the norm. As a result, companies can adjust the routing of its fleet and logistics process, drive down production downtime, and forecast production and operational demand more accurately. Once the data generated from these devices is shared across the entire business network, companies can help their external partners, suppliers, and other third-parties create a relationship that value continuous performance improvement and innovation.
  1. Teamwork and collaboration: Through digital intelligence, machine automation, and robotics, workers can expand their ability to increase efficiency and make real-time decisions that can directly impact business outcomes.
  1. Customer experience: There’s no debate that the proliferation of the digital channel is radically changing how companies engage with customers. Brands can directly impact the entire customer experience; from the first Google search to product and service delivery, businesses can transform passive customers into loyal advocates.
  1. User adoption: The beauty of Big Data is that there is no longer an excuse for creating goods and services that customers do not want. The rise of social media and lowering inhibitions in providing personal information are empowering businesses to improve offerings and innovate in step with customer needs and wants. By using this digital intelligence, brands can proactively impact the mass-market appeal adoption of their products and services.
  1. Environmental impact: Customers are more conscious about the environmental effects of the goods and services they use. More important, brand perception is directly tied to this criteria. In his blog “The Meaning – And Opportunity – Behind the Internet of Things,” Kai Goerlich states, “As decision makers receive information from direct and indirect environments, they can scan for precise navigation, logistics, weather prediction, agricultural planning, and pollution management, for example. By combining this streaming information with existing data, companies can create new insights and develop new products and services.”

As the next chapter of the digital economy unfolds this year, the business world finds itself at an inflection point. Some will rapidly scale their digital transformation to thrive in this new world. Others will operate “business as usual” and hope for the best. Which way will your business go?

For more thoughts on the impact of digital transformation, check out Kai Goerlich’s blog “The Meaning – And Opportunity – Behind the Internet of Things.”

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Amazing Digital Marketing Trends And Tips To Expand Your Business In 2015

Sunny Popali

Amazing Digital Marketing Trends & Tips To Expand Your Business In 2015The fast-paced world of digital marketing is changing too quickly for most companies to adapt. But staying up to date with the latest industry trends is imperative for anyone involved with expanding a business.

Here are five trends that have shaped the industry this year and that will become more important as we move forward:

  1. Email marketing will need to become smarter

Whether you like it or not, email is the most ubiquitous tool online. Everyone has it, and utilizing it properly can push your marketing ahead of your rivals. Because business use of email is still very widespread, you need to get smarter about email marketing in order to fully realize your business’s marketing strategy. Luckily, there are a number of tools that can help you market more effectively, such as Mailchimp.

  1. Content marketing will become integrated and more valuable

Content is king, and it seems to be getting more important every day. Google and other search engines are focusing more on the content you create as the potential of the online world as marketing tool becomes apparent. Now there seems to be a push for current, relevant content that you can use for your services and promote your business.

Staying fresh with the content you provide is almost as important as ensuring high-quality content. Customers will pay more attention if your content is relevant and timely.

  1. Mobile assets and paid social media are more important than ever

It’s no secret that mobile is key to your marketing efforts. More mobile devices are sold and more people are reading content on mobile screens than ever before, so it is crucial to your overall strategy to have mobile marketing expertise on your team. London-based Abacus Marketing agrees that mobile marketing could overtake desktop website marketing in just a few years.

  1. Big Data for personalization plays a key role

Marketers are increasingly using Big Data to get their brand message out to the public in a more personalized format. One obvious example is Google Trend analysis, a highly useful tool that marketing experts use to obtain the latest on what is trending around the world. You can — and should — use it in your business marketing efforts. Big Data will also let you offer specific content to buyers who are more likely to look for certain items, for example, and offer personalized deals to specific groups of within your customer base. Other tools, which until recently were the stuff of science fiction, are also available that let you do things like use predictive analysis to score leads.

  1. Visual media matters

A picture really is worth a thousand words, as the saying goes, and nobody can deny the effectiveness of a well-designed infographic. In fact, some studies suggest that Millennials are particularly attracted to content with great visuals. Animated gifs and colorful bar graphs have even found their way into heavy-duty financial reports, so why not give them a try in your business marketing efforts?

A few more tips:

  • Always keep your content relevant and current to attract the attention of your target audience.
  • Always keep all your social media and public accounts fresh. Don’t use old content or outdated pictures in any public forum.
  • Your reviews are a proxy for your online reputation, so pay careful attention to them.
  • Much online content is being consumed on mobile now, so focus specifically on the design and usability of your mobile apps.
  • Online marketing is essentially geared towards getting more traffic onto your site. The more people visit, the better your chances of increasing sales.

Want more insight on how digital marketing is evolving? See Shutterstock Report: The Face Of Marketing Is Changing — And It Doesn’t Include Vince Vaughn.

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About Sunny Popali

Sunny Popali is SEO Director at www.tempocreative.com. Tempo Creative is a Phoenix inbound marketing company that has served over 700 clients since 2001. Tempos team specializes in digital and internet marketing services including web design, SEO, social media and strategy.

Social Media Matters: 6 Content And Social Media Trend Predictions For 2016 [INFOGRAPHIC]

Julie Ellis

As 2015 winds down, it’s time to look forward to 2016 and explore the social media and content marketing trends that will impact marketing strategies over the next 15 months or so.

Some of the upcoming trends simply indicate an intensification of current trends, however others indicate that there are new things that will have a big impact in 2016.

Take a look at a few trends that should definitely factor in your planning for 2016.

1. SEO will focus more on social media platforms and less on search engines

Clearly Google is going nowhere. In fact, in 2016 Google’s word will still essentially be law when it comes to search engine optimization.

However, in 2016 there will be some changes in SEO. Many of these changes will be due to the fact that users are increasingly searching for products and services directly from websites such as Facebook, Pinterest, and YouTube.

There are two reasons for this shift in customer habits:

  • Customers are relying more and more on customer comments, feedback, and reviews before making purchasing decisions. This means that they are most likely to search directly on platforms where they can find that information.
  • Customers who are seeking information about products and services feel that video- and image-based content is more trustworthy.

2. The need to optimize for mobile and touchscreens will intensify

Consumers are using their mobile devices and tablets for the following tasks at a sharply increasing rate:

  • Sending and receiving emails and messages
  • Making purchases
  • Researching products and services
  • Watching videos
  • Reading or writing reviews and comments
  • Obtaining driving directions and using navigation apps
  • Visiting news and entertainment websites
  • Using social media

Most marketers would be hard-pressed to look at this list and see any case for continuing to avoid mobile and touchscreen optimization. Yet, for some reason many companies still see mobile optimization as something that is nice to do, but not urgent.

This lack of a sense of urgency seemingly ignores the fact that more than 80% of the highest growing group of consumers indicate that it is highly important that retailers provide mobile apps that work well. According to the same study, nearly 90% of Millennials believe that there are a large number of websites that have not done a very good job of optimizing for mobile.

3. Content marketing will move to edgier social media platforms

Platforms such as Instagram and Snapchat weren’t considered to be valid targets for mainstream content marketing efforts until now.

This is because they were considered to be too unproven and too “on the fringe” to warrant the time and marketing budget investments, when platforms such as Facebook and YouTube were so popular and had proven track records when it came to content marketing opportunity and success.

However, now that Instagram is enjoying such tremendous growth, and is opening up advertising opportunities to businesses beyond its brand partners, it (along with other platforms) will be seen as more and more viable in 2016.

4. Facebook will remain a strong player, but the demographic of the average user will age

In 2016, Facebook will likely remain the flagship social media website when it comes to sharing and promoting content, engaging with customers, and increasing Internet recognition.

However, it will become less and less possible to ignore the fact that younger consumers are moving away from the platform as their primary source of online social interaction and content consumption. Some companies may be able to maintain status quo for 2016 without feeling any negative impacts.

However, others may need to rethink their content marketing strategies for 2016 to take these shifts into account. Depending on their branding and the products or services that they offer, some companies may be able to profit from these changes by customizing the content that they promote on Facebook for an older demographic.

5. Content production must reflect quality and variety

  • Both B2B and B2C buyers value video based content over text based content.
  • While some curated content is a good thing, consumers believe that custom content is an indication that a company wishes to create a relationship with them.
  • The great majority of these same consumers report that customized content is useful for them.
  • B2B customers prefer learning about products and services through content as opposed to paid advertising.
  • Consumers believe that videos are more trustworthy forms of content than text.

Here is a great infographic depicting the importance of video in content marketing efforts:
Small Business Video infographic

A final, very important thing to note when considering content trends for 2016 is the decreasing value of the keyword as a way of optimizing content. In fact, in an effort to crack down on keyword stuffing, Google’s optimization rules have been updated to to kick offending sites out of prime SERP positions.

6. Oculus Rift will create significant changes in customer engagement

Oculus Rift is not likely to offer much to marketers in 2016. After all, it isn’t expected to ship to consumers until the first quarter. However, what Oculus Rift will do is influence the decisions that marketers make when it comes to creating customer interaction.

For example, companies that have not yet embraced storytelling may want to make 2016 the year that they do just that, because later in 2016 Oculus Rift may be the platform that their competitors will be using to tell stories while giving consumers a 360-degree vantage point.

For a deeper dive on engaging with customers through storytelling, see Brand Storytelling: Where Humanity Takes Center Stage.

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About Julie Ellis

Julie Ellis – marketer and professional blogger, writes about social media, education, self-improvement, marketing and psychology. To contact Julie follow her on Twitter or LinkedIn.

How Much Will Digital Cannibalization Eat into Your Business?

Fawn Fitter

Former Cisco CEO John Chambers predicts that 40% of companies will crumble when they fail to complete a successful digital transformation.

These legacy companies may be trying to keep up with insurgent companies that are introducing disruptive technologies, but they’re being held back by the ease of doing business the way they always have – or by how vehemently their customers object to change.

Most organizations today know that they have to embrace innovation. The question is whether they can put a digital business model in place without damaging their existing business so badly that they don’t survive the transition. We gathered a panel of experts to discuss the fine line between disruption and destruction.

SAP_Disruption_QA_images2400x1600_3

qa_qIn 2011, when Netflix hiked prices and tried to split its streaming and DVD-bymail services, it lost 3.25% of its customer base and 75% of its market capitalization.²︐³ What can we learn from that?

Scott Anthony: That debacle shows that sometimes you can get ahead of your customers. The key is to manage things at the pace of the market, not at your internal speed. You need to know what your customers are looking for and what they’re willing to tolerate. Sometimes companies forget what their customers want and care about, and they try to push things on them before they’re ready.

R. “Ray” Wang: You need to be able to split your traditional business and your growth business so that you can focus on big shifts instead of moving the needle 2%. Netflix was responding to its customers – by deciding not to define its brand too narrowly.

qa_qDoes disruption always involve cannibalizing your own business?

Wang: You can’t design new experiences in existing systems. But you have to make sure you manage the revenue stream on the way down in the old business model while managing the growth of the new one.

Merijn Helle: Traditional brick-and-mortar stores are putting a lot of capital into digital initiatives that aren’t paying enough back yet in the form of online sales, and they’re cannibalizing their profits so they can deliver a single authentic experience. Customers don’t see channels, they see brands; and they want to interact with brands seamlessly in real time, regardless of channel or format.

Lars Bastian: In manufacturing, new technologies aren’t about disrupting your business model as much as they are about expanding it. Think about predictive maintenance, the ability to warn customers when the product they’ve purchased will need service. You’re not going to lose customers by introducing new processes. You have to add these digitized services to remain competitive.

qa_qIs cannibalizing your own business better or worse than losing market share to a more innovative competitor?

Michael Liebhold: You have to create that digital business and mandate it to grow. If you cannibalize the existing business, that’s just the price you have to pay.

Wang: Companies that cannibalize their own businesses are the ones that survive. If you don’t do it, someone else will. What we’re really talking about is “Why do you exist? Why does anyone want to buy from you?”

Anthony: I’m not sure that’s the right question. The fundamental question is what you’re using disruption to do. How do you use it to strengthen what you’re doing today, and what new things does it enable? I think you can get so consumed with all the changes that reconfigure what you’re doing today that you do only that. And if you do only that, your business becomes smaller, less significant, and less interesting.

qa_qSo how should companies think about smart disruption?

Anthony: Leaders have to reconfigure today and imagine tomorrow at the same time. It’s not either/or. Every disruptive threat has an equal, if not greater, opportunity. When disruption strikes, it’s a mistake only to feel the threat to your legacy business. It’s an opportunity to expand into a different marke.

SAP_Disruption_QA_images2400x1600_4Liebhold: It starts at the top. You can’t ask a CEO for an eight-figure budget to upgrade a cloud analytics system if the C-suite doesn’t understand the power of integrating data from across all the legacy systems. So the first task is to educate the senior team so it can approve the budgets.

Scott Underwood: Some of the most interesting questions are internal organizational questions, keeping people from feeling that their livelihoods are in danger or introducing ways to keep them engaged.

Leon Segal: Absolutely. If you want to enter a new market or introduce a new product, there’s a whole chain of stakeholders – including your own employees and the distribution chain. Their experiences are also new. Once you start looking for things that affect their experience, you can’t help doing it. You walk around the office and say, “That doesn’t look right, they don’t look happy. Maybe we should change that around.”

Fawn Fitter is a freelance writer specializing in business and technology. 

To learn more about how to disrupt your business without destroying it, read the in-depth report Digital Disruption: When to Cook the Golden Goose.

Download the PDF (1.2MB)

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3 Ways To Convince Your Workforce To Stop Fearing Digital Transformation

Paul Kurchina

Change of any kind – especially when it’s foisted on you without your commitment – can be dreadful. It may even resemble the return home from a disappointing doctor’s appointment. After shocking the doctor with high numbers across the board, your spouse replaces all of your most-loved foods (the leftover pizza from last night!) and beverages (the after-work beer and soda!) with kale, quinoa, and juice that looks like algae purged by a blender. Immediately, you resist: “How dare my loved one change my diet without my consent! I have no control! Why eat if I can’t be happy with what’s on my plate?”

That’s exactly how most employees view digital transformation initiatives. During the Americas’ SAP User Group (ASUG) webcast “The Only Thing to Fear Is Fear Itself: Embracing Change and Seizing the Opportunity of the Digital Transformation,” Keith R. Sturgill, CIO of Eastman Chemical Company and ASUG Board Chair, said, “in times of transformative change, great opportunities are invaluable. But, it also comes at a great cost because it’s not easy.” Sometimes the process is so daunting that we stop it, ignore it, and resume using our ingrained habits.

While technology-enabled, the real change behind digital transformation is all about people: how they work, collaborate, and make decisions. And changing people is always harder than implementing new technology. But, it’s not impossible once everyone – including leadership, employees, and partners – accepts these three realities of our digital world.

Reality check #1: Digital disruption is not just evolving. It’s already here!

Hearing from customers directly, reacting to what they want, and correcting what they don’t like at hard-to-imagine speeds is raising the bar high for every business. “Connecting people worldwide isn’t just allowing them to self-organize ideas and share opinions; it’s creating a new environment [in which] new business models can emerge. Just ask any growing business,” says Sturgill.

Just think:

  • Amazon is changing the face of retail without a single brick-and-mortar store
  • Airbnb is surpassing traditional hotels and motels without building a physical resort
  • Uber is upending the whole notion of taxi service without a single cab

However, it’s not as easy as setting up a website and creating a network of people, assets, and capital to support it. According to Sturgill, “it’s impossible to know the impact of what’s going to occur [in the future.] We can’t even begin to imagine how this is going to change the world. But without a doubt, it will be huge.”

Reality check #2: Decision making will never – and cannot – be the same

In the past, computers were set up with rules to inject automation and efficiency into business processes. Yet, they failed to support more difficult, complex problem solving such as predictions and forecasting that went beyond the scope of a predefined set of algorithms.

Our digital era is bringing about a new approach to decision making. Not just improving or accelerating decisions, but ultimately changing how they are made. Without the confines of codified decision flows, machine learning will soon consume and process an incredible amount of data to “understand” patterns and correlations. And as more data enters the systems, decisions on complex issues will likely become more improved and accurate.

“Machine learning algorithms will augment human insights, not replace them. Let people do what they do best – create, design, establish relationships and capabilities, and knit together insights to innovate with better judgment and unimaginable ideas,” advises Sturgill. “Think of your business as a decision machine.”

Reality check #3: The user experience (not technology) matters most

Like I said earlier in this blog, digital transformation is not about the technology you implement; it’s about your people. This is why the user experience will always eclipse corporate standards. From your customer to your workforce, consumer-grade technology is increasingly expected to become the norm – and it’s even happening to business-to-business (B2B) companies quicker than anyone realizes.

Most digital transformation strategies place a bright spotlight on the customer experience. By understanding what customers value and their unique preferences, B2B companies are using technology as a differentiator that gives customers a reason to engage and purchase from the business.

However, digital transformation does not end with the customer experience. “It is about people in your organization – talented, empowered, and passionate people. Employees should expect the work environment to be at least as good as their home computing environment. It should be as easy to order a new laptop at work as it is at home,” remarks Sturgill. “You need to commit to improving the work experience of your employees.”

Get your workforce engaged and passionate about digital transformation. Watch the webcast replay The Only Thing to Fear Is Fear Itself: Embracing Change and Seizing the Opportunity of the Digital Transformationin a series hosted by ASUG.

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