Traditional marketing focused on the product experience through the lens of product features - characteristics such as quality, usability, convenience, and price. In today's consumer-centric digital age, the customer experience (CX) has expanded to include the sum of all touch points a customer has with a supplier of a product or service during their entire relationship, from the initial purchase through ownership and servicing, this includes recommendations to [...]

I get asked often that how would I perform a digital transformation in any business. Well, you may find this 11 steps plan fairly simple to follow:   1. Assess the digital maturity of our organization and study the competition is going right to find out where you are today. 2. Educate the C suites and senior management on digital concepts & cross-industry opportunities to see where you [...]

A generation ago, brands were tightly controlled assets that were nurtured and protected. Through strategic branding, marketers controlled the brand by defining, designing, and communicating brand value in a one-way conversation to consumers. The digital evolution has changed all that, turning brands into platforms for collaboration rather assets to be leveraged. The social brand interacts with fans and followers to co-produce the compelling experiences that keep consumers engaged. Win-win [...]

Market segmentation is a marketing strategy which involves dividing a broad target audience into one or more subgroups of people with common wants and needs, and then designing and implementing strategies around various media channels and other touch points considered most likely to reach each subgroup. Market segmentation enables businesses to better target their products and services to the right consumers at the right time by forming prospective buyers [...]

I recommend to know digital value proposition, an absolute necessary to begin your journey towards Digital Transformation. Digital channel control as per your personal choice was an asset, now it is an obstacle to customer relationships. Digital disruption was an obstacle, now it is a strategic opportunity. Silos (independent departments) were profit centers, now they are barriers to innovation and collaboration. (P) Properties: 4P's of marketing were the [...]

I have experienced enormously with different organizations that they face a number of paradoxes that, if not addressed, these paradoxes threaten to block growth and handicap future sustainability: Content Paradox - The idea of transmitting digital content openly and transparently contrasts with the interests of the entrenched executive focus on controlling the message and its distribution. Literacy Paradox - Digital is being adopted at an exponential rate by [...]