As a Information Technology Vice President, its very critical for you to understand developing brand strategy is extremely critical. The most important asset your company has is its brand. Quite simply, it drives the direction of your business. So you should definitely have a well thought out brand strategy in place.
Increasing competition in business develops similar products with good quality from different manufacturers. But only an effective, innovative and Supply Chain & planning can make your business and products more popular.
For your profession as Information Technology Vice President it becomes your responsibility to stay connected with like-minded supporting industry experts who can guide and help you deal with your day to day work issues.
Brand Positioning And Digital Strategy
If you are entrepreneurial in nature owning a business is very exciting adventure. It can also be the most difficult thing for you to get into if you are not prepared.
Keeping a watchful eye on technical innovation is vital to develop a clear vision for the future of any business. But effective strategies for success depend on managers and executives avoiding hidden blind spots and investment decisions that obscure the way forward. Last year, according to World Economic Forum figures, private sector global spending on digitizing business operations exceeded $1.2 trillion dollars, yet just 5% of executives reported being satisfied with the results. In most industries the transition from analog to digital is one of the biggest challenges facing business leaders today. There are 8 common mistakes executives make.
Finding the best way: As with most human activity, planning is everything. The digitization process is a unique opportunity for executives to take a good hard look at their enterprise and ask some important questions:
What digital activities are already underway?
What will the industry look like in 5, 10 or 20 years?
What strategies can the company employ to succeed in a digital future?
What is the end goal of the transition from analog to digital?
Understanding where the business is attempting to go should help avoid some of the following bumps and wrong turns in the journey. Most of the common mistakes executives make with the digitization process relate to investment. Nearsighted investments focus too heavily on the short term, giving insufficient consideration to an organization’s long-term needs. While, farsighted investments focus on future needs with scant attention given to immediate development, which undermines current performance and impacts future goals.
Even when the current and future needs of a business are given equal consideration blind spots can occur, as parts of the business are overlooked by investment and turn into points of weakness that disrupt overall performance. Putting a coherent strategy in place directs funding to areas of the business most in need. As well as scheduling where and when to invest, this strategy prevents executives making “scattershot” small investments without an overall funding plan.
Mind your own business As each organization is unique, no two paths to a digital future are the same. The structure of a business can influence its digitization journey, with heavily centralized companies at risk of suffering from a rigid chain of imposing policy from on high. Similarly, command structures that encourage parts of the business to operate as independent units, or islands, can duplicate investments which also duplicate costs. Every six months the management should ask these questions:
How the digitization of work affects us all?
Why a futuristic digital healthcare system, might not be out of reach?
How can we build a workforce for our digital future?
Enabling change Aside from investment decisions, another common area where mistakes are made relates to the balance of resources and their application. A company’s data, technology, operating model and talent either work to enable digital progress or hinder it. Some companies focus too heavily on building up these enablers, without considering if additional staff, technology and data capacity add value to the business. Whereas, the digital transformation of other companies suffer from a lack of resources to accommodate spending on new business applications.
The new digital reality Image: WEF The pace of technological change is impacting the business and social worlds faster than ever before. A new digital reality is emerging where 85% of customer interaction will take place without humans and where 65% of today’s young will grow up and work in industries or jobs that don’t yet exist. Companies that successfully bridge the gap from analog to digital are in prime position to fully embrace the opportunities offered by a digital future.
3 Surprising Ways Artificial Intelligence Can Push Marketing and Advertising to the Next Level
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Artificial intelligence is going to change everything we do in advertising and marketing, but not in the way we think. The truth is that if used correctly, RPA software and intelligent machine learning can give companies and agencies the power to provide extraordinary experiences for customers. The kind of campaigns that move the customer on an emotional level.
After all, that is the key to a loyal customer base. The people who come back again and again because they know on a gut level that a business understands them. Steve Jobs saw this after a calligraphy class inspired his design for the iconic mac fonts. Creativity and intelligent automation seem like the furthest concepts from one another, but in fact, they are intrinsically connected.
We are currently drowning in a sea of data. This data contains valuable information about consumer preferences, their likes, and dislikes. The key to creating something that consumers truly want. Even giants, such as holding companies dedicate a massive amount of resources to crunching the numbers.
Combining AI with creativity can open up a whole new field of marketing and advertising. There are three ways this can take shape, and they are all interconnected.
Targeted Experiences - when you add AI to the marketing mix, it opens up a whole new category in the funnel. This means curated experiences for every different type of customer in the market. Capturing Millenials and Baby Boomers with the same campaign, using powerful messaging that appeal to each group. This isn't the stuff of tomorrow. Many agencies are already deploying AI technologies to their advantage and producing creative that works across the board. According to Entrepreneur, AI will help companies target customers more accurately and place budget dollars where they belong.
Tighter Budgets - speaking of dollars, the analytical power of AI software will help solve one of the most age-old problems in advertising. Funding campaigns that deliver on ROI and help companies take calculated risks that pay off. Marketing and creative wants the budgets to be higher, and businesses want to cut costs. There is no "right" or "wrong" party here. A large part of advertising is trial and error, but that means wasted money. However, when businesses and agencies use intelligent machine learning software to analyze customer data, a lot of the guesswork goes out the window. This creates a positive feedback loop, where money can flow to the projects that need it and build richer marketing experiences.
A Marriage of Creative and Data - any marketing manager worth their salt knows that the best creative is made possible by data and analytics. Machine learning algorithms are making this symbiotic loop stronger. They perform elaborate functions without slowing down the customer experience. This allows creative teams to get fast feedback, giving businesses time to change their approach and become agile. Instead of waiting for analysis to determine if a campaign is resonating, with MLA's, companies can get results almost in real time.
Don Draper would have killed for the kind of value AI can add to creative. It's a chance to leave the guesswork behind and make more impactful campaigns. Like it or not, advertising and marketing are just one of the many fields AI is going to change.
Networking has always been considered a powerful tool for improving business prospects, advancing a career, and developing ideas. Other than some brief, structured events, networking has been mostly informal and inexpensive in comparison to cost they otherwise spend on different channels. But membership is growing in many formal, long-term networking groups, and so is the price tag.
Our groups are not groups for generating sales leads, nor are they places where individuals can drop-in to gain quick advice on an immediate challenge. Members also sign a confidentiality agreement and benefits from the guided mentoring to help each other.
These groups include an experienced facilitator and use a structured discussion method to ensure appropriate participation.