Optimizing Digital Strategy How to Make Informed, Tactical Decisions that Deliver Growth 1st Edition by Christopher Bones, James Hammersley, Nick Shaw ISBN 0749483733 9780749483739
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Product details:
ISBN 10: 0749483733
ISBN 13: 9780749483739
Author: Christopher Bones, James Hammersley, Nick Shaw
Optimizing Digital Strategy explores the choices facing organizations in the rapidly changing world of technology-enabled business. From performance marketing through to personalization, on-demand retailing and AI, this book maps out commercial and customer-focused challenges and explains how leaders can get the most out of their digital strategies. Rather than rushing headlong into adopting the latest digital platforms, tools and technologies, the book challenges leaders to step back from the demands for constant investment in new technology and drive better returns from existing assets. Presenting a sustainable model of e-commerce that is appropriate to any individual organization’s needs, Optimizing Digital Strategy addresses the repetitive dilemma between even more investment in technology and the need to improve margins and grow revenue. Illustrated by the authors’ own digital work for global brands such as The Economist, Sky, O2, Regus, the Financial Times, Lidl and L.K.Bennett, this book shows how to balance the need to remain competitive, fully deliver customer expectations, and put resources behind investments that will deliver the best return.
Optimizing Digital Strategy How to Make Informed, Tactical Decisions that Deliver Growth 1st Table of contents:
01 Building digital strategy that works
Executive summary
Digital strategy
Digital failure is more likely
The value chain in strategy
Leadership actions
References
02 Why digital strategies fail and how to recognize failure
Executive summary
Poor projects drive failure
It’s the customer, stupid
Dedicated followers of fashion
Leadership actions
References
03 Levers for digital growth and how to use them
Executive summary
The growth imperative
Customer experience
Leadership actions
References
04 The importance of innovation in driving success
Executive summary
Leadership in business is leadership of innovation
Just because you can, doesn’t mean you should
Innovation versus creativity
Designing success
Thinking through the product life cycle
Leadership actions
References
05 The dark side of digital
Executive summary
Are machines disintermediating relationships?
Can we have confidence in business to do the right thing?
Is ‘big tech’ out of control?
Facebook’s 87 million problems make the point
Is business at the heart of the problem?
How might business respond?
And what should be the public policy response?
Leadership actions
References
06 Emerging digital business models
Executive summary
A map of e-commerce
Locating and engaging customers
Selling and retaining customers
Leadership actions
References
07 The e-commerce system
Executive summary
The whole is greater than the sum of its parts
E-commerce as an integrated system
Dissecting the system – the growth drivers
Insight generation
Leadership actions
References
08 Building a customer-centric culture
Executive summary
Organizational alignment
Digital organization effectiveness
Benchmarking organizational effectiveness
The leadership challenge
Leadership actions
References
09 Making digital choices that differentiate success from failure
Executive summary
Framing the challenge
Getting the customer experience right for conversion
The customer acquisition story
Pricing through the digital channel
Getting the business basics right
Company cultures
Future trends
Leadership actions
10 This is the business of transformation
Executive summary
What is digital strategy?
Defining choice
Think whole system, not expert solution
At the end, this is a leadership challenge
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